Bert Mueller: California Burrito's Journey in India and His Passion for Indian Cuisine
California Burrito CEO Bert Mueller on his love for Indian cuisine and setting up a Mexican food chain in the country
Mint
Image: Mint
Bert Mueller, CEO of California Burrito, has successfully established a popular Mexican food chain in India, with 130 outlets across major cities. Initially struggling during the pandemic, the brand adapted by focusing on delivery and appealing to younger consumers, leading to significant growth and plans for expansion in Mumbai.
- 01California Burrito has 130 outlets in India, primarily in Bengaluru, Chennai, and Hyderabad.
- 02The brand's revenue for 2024-25 is projected at around ₹337 crore (approximately $40 million USD).
- 03Mueller adapted the business model post-pandemic to target younger consumers, particularly Gen Z.
- 04The company has shifted to standalone neighborhood stores, enhancing dine-in experiences.
- 05California Burrito plans to expand further in India, particularly into Mumbai.
Advertisement
In-Article Ad
Bert Mueller, the 36-year-old co-founder and CEO of California Burrito, has made a significant impact in India’s food scene since moving to the country in his early 20s. Established in 2012, California Burrito has grown into one of India's largest Mexican-inspired food chains, boasting 130 outlets across cities like Bengaluru, Chennai, and Hyderabad. The pandemic posed challenges, with sales plummeting from ₹4 crore (approximately $480,000 USD) to ₹25 lakh (about $30,000 USD) monthly. However, the company pivoted to delivery services and focused on attracting younger customers, particularly Gen Z, through innovative marketing and value offerings, such as ₹10 tacos during promotional events. By late 2021, California Burrito rebounded to pre-pandemic sales levels and reported an annual revenue of around ₹337 crore (approximately $40 million USD) for 2024-25. With recent funding of ₹100-120 crore (roughly $12-15 million USD) from Elevation Capital, the company aims to expand its presence further, including plans to enter Mumbai. Mueller's journey reflects his deep appreciation for Indian cuisine and culture, which he embraced while studying in Jaipur, leading to the establishment of a brand that resonates with local tastes while maintaining its Mexican roots.
Advertisement
In-Article Ad
The expansion of California Burrito will create more job opportunities and provide diverse dining options for consumers in India.
Advertisement
In-Article Ad
Reader Poll
Do you think more international food chains should expand into India?
Connecting to poll...
Read the original article
Visit the source for the complete story.