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Branded is a weekly column devoted to the intersection of marketing, business, design, and culture. This week Chipotle Mexican Grill announced plans to crack a market that already has plenty of Mexican-food options: Mexico. Specifically, the Colorado-founded, California-based burrito concern said it would work with Mexican firm Alseawhich operates Latin American and European locations of various chains, including Starbucks, Dominos Pizza, and Burger Kingto begin opening Chipotle restaurants in Mexico by early 2026. Its a confident move at a time when many fast-casual chains are struggling, and businesses in general are scrambling to game the fallout from the Trump administrations ever-evolving tariff regime. On Wednesday Chipotle posted mixed results for the first quarter of 2025 that it attributed mostly to economic headwinds as consumers remain cautious about spending in the volatile trade atmosphere: Comparable-store sales are slightly down, and the revenue of $2.88 billion fell slightly short of analyst estimates. Still, the chains quarterly revenue was up 6.4% over last year, thanks mostly to opening new locationsand expansion abroad is one way it says it will continue that strategy. Chipotle currently has more than 3,700 locations, and while most are in the U.S., it also has a presence in Canada, the U.K., Germany, France, and the Middle East. In short, the chain clearly seems focused on international growth. [Photo: Chipotle] Still, while plenty of U.S. restaurant brands have gone global, selling an Americanized version of local cuisines hasnt always played out well. Dominos Pizza spent several years trying to hook Italians on its speedily delivered pies before concluding that infiltrating one of the worlds proudest culinary cultures wasnt going to happen. And in a more direct comparison to Chipotles plans, Taco Bell has made two attempts to sell an American version of Mexican food to actual Mexicans. Both fizzled. Taco Bells first venture into Mexico began in 1992, when it already had thousands of U.S. locations but relatively few abroad. The problems, according to a Vice timeline of the chains Mexican forays from 2017, included a mismatch between its menu offerings and the expectations of Mexican diners: Crisp-shelled tacos were an anomaly there, for instance, and had to be rebranded as tacostadas in an attempt to reference tostada crunch. The bigger problem may have been a lack of demandlike bringing ice to Antarctica as one Mexican cultural critic put it at the time. Within two years, the chain withdrew. It tried again in 2007, this time opening in a higher-end shopping mall (next to a Dairy Queen) near Monterrey and making no particular attempt to be authentic, even keeping french fries on the menu. As one Taco Bell marketing executive put it, the chain would not pretend to be Mexican food. It would simply be Taco Bell food, with an emphasis on value and convenience. Foolish gringos, one Monterrey food writer commented dismissively at the time. Taco Bell withdrew again. Chipotle hasnt addressed this comparison directly (and declined to comment to Fast Company), but its statement about the Mexico venture alludes to an emphasis on authenticity in its appeal to the Mexican palette, promising its offerings will resonate with guests in Mexico,” according to Nate Lawton, chief business development officer at Chipotle. “The country’s familiarity with our ingredients and affinity for fresh food make it an attractive growth market for our company.” Alsea CEO Armando Torrado added that his firm would leverage its vast knowledge of the Mexican consumer. Chipotles menu doesnt seem to have tacostada-level issues, but some Mexican-food experts have questioned the chains authenticity in the past, complaining that its burritos are a mass-market take on the form, emphasizing heft over variety. And its current hit offering, a honey chicken burrito, sounds suspiciously tailored to American palettes. Still, its worth acknowledging that, Mexico aside, Taco Bell today has more than 8,000 locations around the world, including hundreds in Central and South America. And U.S. chains have of course spread across the planet, sometimes adjusting their menus market by market (McDonalds famously tweaks its menu in different markets to add local flavor, like teriyaki chicken sandwiches in Japan and a dosa masala burger in India). Chipotle has reportedly worked for years to diversify its ingredient and farming supply chain across the Caribbean and Latin America as well as the U.S., but still sources roughly half its avocados from Mexico, making them tariff vulnerable. Given how unpredictable global trade rules are becoming, and Chipotles stated growth goals and strategy, it makes sense that the chain would try to diversify its customer base beyond the United States. Whats less certain is whether Mexican diners are looking to add Chipotles burritos to their diet.
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E-Commerce
People are often under the false impression that making their language complex or using jargon enhances their credibility. That might be true in certain circumstances. If youre an academic talking to other academics or a software engineer talking to other software engineers, using jargon makes sense. However, if youre talking to people outside of your field of expertise, it can alienate them. And when you alienate someone, it can cause them to switch off. It also reduces the likelihood that they take away anything useful or do what youd like them to do. Thats probably the last thing you want to happen when communicating with someone. So if youre prone to using jargon, you might want to consider taking the time to figure out how to communicate in simpler language. Why people use complex language Many people often use complex language because theyre insecure. When a person ties a big part of their identity to academic prowess, but they dont feel particularly successful, they can use complexity to serve as a security blanket that hides them. Its a way of making people perceive them as clever, or even obfuscate the truth. After all, its a lot harder to question or challenge something that your conversation partner doesnt understand. Secondly, many gifted executives simply lack social awareness. Unfortunately, many leaders dont give emotional intelligence the same weight they assign to developing technical expertise when climbing the corporate ladder. Quite simply, that means that theres a disconnect between what you find meaningful and important as the communicator, and what your audience finds meaningful. And when you choose to ignore the audiences perspective in your communication, issues arise. If you want the audience to listen to what you have to say, you need to consider how your audience would prefer to consume the information. Once you have that information, you can present the information in a way that will engage them and make them more likely to listen to you. The best communicators communicate simply Ive heard the argument before that history, physics, software engineering, and so on, are too complex to explain in a nontechnical way. I disagree. It is always possible distill complex subject matter down to simple language for a nontechnical audience. My argument is to look at Professor Brian Cox, who is a professor of particle physics at the University of Manchester. Few subjects are as complex as astrophysics. Yet Professor Cox explained it so well and so simply that he filled auditoriums on a Friday night with people wanting to learn about physics. If he can do it, anyone can do it. It simply comes down to whether youre prepared to put in the effort to learn the art of simple communication. The acid test for simple communication I often use this question with my clients: Would a 10-year-old child understand what you just said? If the answer to that question is no, then, I encourage my clients to go back to basics. In the same way that childrens stories often contain an underlying message, you can use analogies and stories to engage your audience, evoke emotion, and simplify complex topics. Understanding what matters to your audience If youre trying to convince people to take a specific course of action, it will benefit you to walk people through it in a clear, step-by-step way. To do that well, you need to get into the mind of the audience and use the language that they use, not the language that you are comfortable with. Whether you are talking to the board or trying to convince a customer to buyyou need to understand the factors that will convince them. Make sure to find out whats important to them and structure your communication around those key things. Being a successful executive shouldnt be about being the smartest-sounding person in a room. Rather, its about being able to persuade and influence others to buy in and work towards your vision. No amount of jargon is going to do that, but distilling complex concepts down in a way that your employees understand can go a long way.
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E-Commerce
On Main Street in the village of Freeville, New York, on a 2.8-acre lot where a dilapidated single-family house once stood, there are now a dozen tiny storybook-like cottages surrounded by the property’s pine trees. The development, completed last year, is helping bring new life to the village. Its one example of whats possible when towns dont have overly restrictive zoning. Its charming. The design encourages neighbors to know one other. And it offers housing for far more people on the same amount of land. The project is the third tiny house village in the region from a local developer, Bruno Schickel. His career started as a typical general contractorhe built and renovated single-family homes. But in the late 1990s, while reading a childrens book to his daughters, he was inspired by an illustration of a Gothic cottage in Maine. I said, You know, I gotta design something that looks like this, he says. And so thats what I set out to do. View this post on Instagram A post shared by Boiceville Cottages (@boiceville_)/a> 140 fairy-tale cottages on 40 acres Schickel owned a large property in a rural area nearby that had been part of a farm. One winter 29 years ago, when regular work slowed down, he asked his crew to build three rental cottages on the site, each with the same gingerbread design as the house in the childrens book. People loved them, so he built another three the next winter. The cottages range in size from 540 square feet to 1,100 square feet, but even the smallest units have a second-story loft for a bedroom and feel relatively spacious. There are now 140 of the homes, called Boiceville Cottages, on the 40-acre site. “The more I built, the better people liked them,” he says. “It was an interesting dynamic, because originally people were drawn to the fairy-tale cottage. And then people started being drawn to the community that was created.” [Photo: Bruno Schickel/courtesy Boiceville Cottages] A sense of community When I visited on a recent spring day, a group of neighbors was sitting at a picnic table next to the community’s meeting house while children played on a playground. While I was talking to a retired woman, teenagers playing basketball called out a greeting to her. Everyone seemed to know one another. “I lived in a suburb of Chicago for 45 years,” one resident, Christine Uliassi, told me. “My husband and I raised our kids there. But I know my neighbors here much better than I knew my neighbors there.” The cottages in the development are clustered in groups of three, each carefully angled so that when someone looks out their own window, there’s still a sense of privacy. But they’re so close together that people continually run into each other. At the meeting house, neighbors pick up their mail, use the on-site gym, and gather for book clubs and other events. The road between the cottages winds around curves, so people drive slowly, and it feels safe to walk. Despite the rural location, there’s also a bus stop at the property, so it’s technically possible to live there without a car. The development doesn’t have the density of a large apartment complex. But the specific layoutand the bucolic country setting, which draws people outsidemakes it more likely that neighbors become close. [Photo: Bruno Schickel/courtesy Boiceville Cottages] ‘Zoning chokes off innovation’ In many places, it would be impossible to build. “The one reason why I ended up building there was because there was no zoning in Caroline [the rural town where the site is located],” says Schickel. “I am a guy who thinks zoning, by design, just chokes off innovation, creativity. It creates uniformity. If you go to existing cities or towns or villages around the country and you say, ‘Oh, look at this, this is great,’ I can almost guarantee you their zoning would not allow that to be built today.” It also wouldn’t be possible in Caroline now. Last year, after a bitter fight, the town passed a zoning law that required large lots for any new home. Longtime rural residents opposed the law; wealthier transplants to the area tended to support it. “People said, ‘We love Boiceville. We want to make sure Boiceville can be built.’ But the fact is that they don’t,” Schickel says. “The result will be that they’ve preserved it for large suburban housing.” In Freeville, a zoning ordinance existed, but was flexible enough that it allowed for the conversion of the single-family lot. Neighbors were happy to see the former rundown house replaced, Schickel says, even if they were initially taken aback to learn that they’d suddenly be living next to 12 tiny houses. (The Freeville houses, in a departure from the original gingerbread design, are inspired by old railway stations and Freeville’s rail history.) In a third location nearby, where Schickel built 60 tiny cottages on a hillside overlooking a lake, the community passed a zoning law after the project happened. “There’s a complete discrimination against rentals,” he says. “And there’s a discrimination against small [houses].” [Photo: Bruno Schickel/courtesy Boiceville Cottages] Tiny house villages can help struggling communitiesand the housing crisis In the rural areas where Schickel built, the neighborhoods can help struggling economies. Caroline would have lost population without Boiceville Cottages; a popular local store, Brookton’s Market, probably couldn’t survive without it. And the approach can add more housing as rents continue to rise. (To be fair, the cuteness of the cottages means that Schickel can charge a premium for rent, but as in any housing market, adding supply helps moderate prices.) It’s a model tha Schickel says others want to replicate in other parts of the country. He continually fields calls from potential developers and city officials. “I just heard from a senior planner on Long Island,” he says. “He called me up and said, How can we do something like that down here?’ I said, ‘I can tell you right now, your biggest problem is zoning.
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E-Commerce
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