Foreign food chains expand presence in Mexico

Mexico has become an increasingly attractive market for international food and fast-casual chains. The recent arrival of the American cookie brand Crumbl Cookies in Mexico City’s Roma neighborhood has seen significant viral success, with customers reportedly waiting in lines for over 18 hours to access the rotating seasonal menu.

Other major international brands are also expanding their presence in the country. Chipotle Mexican Grill has established a location in San Pedro Garza García, Nuevo León, through local partnerships. Additionally, Jimmy John’s and the Los Angeles-based Randy’s Donuts have entered the Mexican market.

Despite this influx of foreign brands, local competitors remain strong. Zucky’s, a premium cookie brand owned by Alejandro Baillères and sold exclusively through El Palacio de Hierro, has operated in Mexico for over 30 years. Zucky’s maintains a presence across multiple states, including Mexico City, Nuevo León, Jalisco, and Puebla, positioning itself as a long-standing local alternative to the new wave of international dessert trends.