Five chains expand Mexico’s food offer

Wendy’s return to Mexico City and the arrival of Crumbl, Joe & The Juice, Mixue and Jimmy John’s are expanding the presence of international food chains in Mexico. Their openings, reported by Emprendedor on 12 November 2026, illustrate different routes into the market: partnerships with Mexican operators, premises on urban thoroughfares and offerings aimed at specific customer groups.

Wendy’s returns to the capital with expansion agreements

There is an important distinction in Wendy’s move: it is neither the chain’s first entry into Mexico nor a return after leaving the country altogether. The chain continued operating in cities such as Monterrey and Guadalajara; the news is its return to the Mexican capital.

According to Emprendedor’s report, the company announced agreements to develop more than 60 restaurants in Mexico, including 50 in the central region. These figures refer to development commitments, not outlets already open.

For those in franchising, the distinction between a national presence and regional coverage matters. This case shows how a brand that maintains operations in certain cities can pursue a new phase of growth elsewhere in the country without starting from scratch across the Mexican market.

Crumbl and Joe & The Juice choose Roma Norte

Two of the new chains chose Mexico City’s Roma Norte neighbourhood for their first Mexican locations, although their products and opening dates differed.

Crumbl opened on Durango Street on 28 July 2026. Its offering combines oversized cookies with a rotating menu of flavours. According to Emprendedor, the opening attracted long queues of customers who already knew the brand through TikTok.

That response reflects interest in the launch, but does not in itself indicate sustained sales or profitability. When assessing a business opportunity, it is worth separating initial brand awareness from each outlet’s subsequent performance.

Joe & The Juice, meanwhile, began operating at Álvaro Obregón 120 on 27 November 2025. The Danish chain serves juices, coffee and sandwiches. Its development in Mexico is linked to a partnership between Allux and Grupo Dinar, which aims to reach 100 outlets within a decade.

The timeframe matters: this is a long-term expansion target, not an existing network. The first opening and the announced target represent different stages of the project.

Mixue and Jimmy John’s take other routes into the market

Mixue made its debut in February 2026 at Monte de Piedad 15, opposite Mexico City’s Zócalo, the main square. According to the same report, the Chinese chain launched with ice creams starting at eight Mexican pesos and drinks such as bubble tea.

The quoted price refers to the launch offering and should not be interpreted as a permanent price for all its products. Its first location places the brand in the historic centre, in contrast to the openings in Roma Norte.

Jimmy John’s entered the Mexican market through Grupo Cever. On 5 February, it marked its arrival with an opening at Tecnológico de Monterrey’s Mexico City campus. The US chain introduced a menu of 18 sandwiches adapted to the Mexican market.

This outlet adds another type of location to the mix: a university setting. Alongside the other brands’ street-front premises, it shows that chains are not following a single formula when starting operations in Mexico.

What to check before turning an opening into an investment

For those in franchising, these announcements provide useful pointers on brands, operators and business formats. However, an expansion partnership does not necessarily mean that individual franchises are available to any investor.

Before proceeding, confirm directly who holds the development rights, which territories are available and under what arrangements new operators can join. It is also important to distinguish outlets that have opened from announced targets.

Practical takeaway: use these openings as a starting point for identifying opportunities, but verify availability, the total investment required and contractual terms before committing funds.