This is not the first time that the Californian chain has generated a sensation in Mexico. In 2018, there were rumors on social networks about the opening of stores in some cities of the country, including Monterrey, Guadalajara and Mexico City, but this did not happen and, so far, the company has not shown signs of wanting to land in Mexico.
The hype for American hamburgers is not new. Merkel Lehman, an academic at La Salle University, comments that this food is the icon of fast food and also of American culture, therefore, the chains that manage to build a reputation in that country are seen as a restaurant that has what to visit.
“Considering the percentage of the population that has had the opportunity to visit the United States, and to try these hamburgers, it is what makes them an aspirational subject, although now some are already here in Mexico,” says the academic.
Currently, another of the factors that for the marketing expert influences the desire of Mexicans to try the hamburgers of these foreign brands are social networks. “The strategy is not through the brands, but through the consumer himself. It is free advertising that is done through posts that have to do with the experience, ”he says.
Ranks throughout history
The long lines for US chain openings are no surprise. On June 27, 2019, with the opening of the first store of Shake Shake in Mexicowhich arrived from the hand of Grupo Gigante, some daring camped to enter the premises before everyone else, which is located on Avenida Reforma, a few steps from the Angel of Independence and the United States Embassy.
