International cuisines have been generating buzz for a while now, captivating U.S. consumers – especially younger demographics like Gen Z and Millennials – with their cultural authenticity and unfamiliar, intriguing flavors.
Now, Tex-Mex, a distinctly North American cuisine, is looking to flip the script and take the world by storm.
Last week, two U.S. Tex-Mex chains, Moe’s Southwest Grill and Chipotle Mexican Grill, unveiled global expansion plans.
Let’s dig into the details.
Chipotle to Open Restaurants in Singapore and South Korea
On September 10, Chipotle announced it had signed a joint venture with SPC Group, a South Korea-based food company, to open its first batch of restaurants in Asia next year – more specifically, in South Korea and Singapore.
“With a rapidly evolving dining-out business, fueled by preferences for variety and convenience, expanding into Asia presents an incredible growth opportunity,” said Scott Boatwright, CEO of Chipotle, in a press release.
“Real food prepared fast is in high demand in these markets. … We see potential for strong adoption out of the gate.”
Given the familiarity of the Chipotle brand among Koreans and Singaporeans, and “their passion for exceptional culinary experiences, these two markets are ideal entry points for Chipotle in Asia,” said Heesoo Hur, EVP and owner of SPC Group, in a press release.
“In addition, we have a proven track record of developing global brands and we see an opportunity for leveraging our market expertise to introduce Chipotle’s delicious, responsibly sourced food to guests across the continent who aren’t yet familiar with the concept’s real ingredients prepared fresh daily,” Hur explained.
Moe’s Casa Mexicana to Open First Locations in India
Meanwhile, Moe’s Southwest Grill, which will be known as Moe’s Casa Mexicana abroad, is charting the course for its first international endeavor.
Operated by parent company GoTo Foods, which also operates Cinnabon, Jamba, Carval, Auntie Anne’s, and Seattle’s Best Coffee locations around the world, Moe’s will expand into India within the next two months as part of a 45-unit master franchise development agreement with operator Unify Works.
According to QSR magazine, GoTo Foods conducted three large rounds of consumer research to identify any necessary updates it would need to implement to help it succeed in the Indian market, which include:
- Fewer decisions on the fly: After learning that many international consumers don’t want to have to make “20 different decisions” as they go down the line, the company has opted to use preset builds that will only require guests to choose the spice level and type of protein.
- Multiple ordering formats: Moe’s Casa Mexicana locations will offer a variety of formats, which include full-scale, inline, dine-in, and kiosk options.
- More vegetarian options: Moe’s will continue offering its signature burritos, tacos, nachos, and quesadillas but will change up its protein options to meet the high consumer demand for vegetarian options in India. While chicken will remain on the menu, the chain will add paneer, a popular type of cheese in South Asian cuisines, and a potato filling.
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