By Heather Haddon
Chipotle Mexican Grill bills itself as Mexican-inspired, and is about to test how its interpretation goes down in the cuisine's home country.
Boatwright said Chipotle wasdifferent given its fast-casual focus. "That uniquely positions ourselves," he said.f Executive Scott Boatwright said the chain doesn't plan to market itself as authentically Mexican, but to capitalize on a growing interest in fresh food in the country.
"We know our brand resonates really well with the Hispanic community," Boatwright said in an interview.
Chipotle's trade ties to Mexico run deep, given its dependence on avocados from the country. While the chain's Mexican imports are largely exempted from tariffs, its reliance on Central and South America has made the company more vulnerable to tariffs than some other restaurant chains.
American restaurant chains have faced challenges when trying to launch their brands south of the border. Taco Bell tried to open locations in Mexico previously, but ended up pulling out.
Boatwright said Chipotle was different given its fast-casual focus. "That uniquely positions ourselves," he said.
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