Bert Mueller: The American Who Brought Mexican Delight to India

Over a decade ago, a young American embarked on a journey to India, a land of vibrant culture and diverse flavours. Bert Mueller, a student of music and public policy, arrived in Jaipur in 2010, seeking to immerse himself in Indian culture. Little did he know that this adventure would lead to the creation of a thriving Mexican cuisine business in a place where it was considered an unusual choice.

Mueller’s fascination with Indian culture was complemented by his passion for Mexican cuisine. While studying in India and living with an Indian family, he discovered that Indians had a taste for Mexican food. This revelation sparked an idea: why not introduce authentic Mexican cuisine to India? With his background in the restaurant business gained during his college days in the United States and his love for Mexican cuisine, Bert Mueller was determined to turn his dream into a reality. He, along with two friends and a chef from San Francisco, opened the first California Burrito outlet in Bengaluru in October 2012.

A Mexican Dream in India:

California Burrito started quietly in Bengaluru, where locals were introduced to burritos, a unique Mexican dish. For some, it was an entirely new experience, and Mueller recalled customers eating burritos with a fork. The restaurant’s authentic Mexican flavours gradually made an impression, slowly but steadily. Over the next six years, California Burrito expanded its presence, growing from eight stores in FY15 to 26 in FY18. During the same period, its revenue surged from Rs 6.98 crore to Rs 21.03 crore, while the company transitioned from a loss of Rs 14 lakh to a profit of Rs 96 lakh.

By March 2020, California Burrito had made its way to Delhi-NCR and Hyderabad, increasing its store count to 37. The brand seemed to be on an upward trajectory, but then came the unforeseen challenge of the COVID-19 pandemic.

A Resilient Revival:

The pandemic brought many challenges, including a significant reduction in store count as 19 outlets in business parks had to be closed. The brand’s revenue dropped from Rs 41.38 crore in FY20 to Rs 18.4 crore in FY21, resulting in a substantial loss of Rs 3.6 crore. Despite this setback, Bert Mueller remained resolute.

He and his team displayed adaptability and resilience during these trying times. They reworked the restaurant’s packaging, re-evaluated the menu, emphasized delivery services, and adjusted pricing to cater to the changing market demands. California Burrito also introduced tacos with its “Taco Squad” campaign, making this accessible Mexican favourite a hit among customers.

Moreover, the restaurant’s commitment to authentic taste was unwavering. Over the years, the brand took the initiative to import ingredients not readily available in India, such as black and pinto beans, Hass Avocado trees, and Tomatillos. Collaborating with partners who practiced sustainable agriculture, California Burrito ensured that its ingredients were fresh and genuine, adding to the authenticity of its Mexican cuisine.

Despite the challenges posed by the pandemic, California Burrito is now experiencing a remarkable resurgence. It has regained its footing and is achieving its best performance in a decade. Bengaluru, Gurugram, and Hyderabad have demonstrated that the love for Mexican cuisine is spreading across India, with Gurugram and Hyderabad reporting higher sales per store than Bengaluru. Next on the horizon is Mumbai, with plans to expand to 500 stores in the coming years.

Bert Mueller acknowledges the need to learn from the past and is addressing areas where improvements can be made. By enhancing marketing efforts, investing in an efficient supply chain, and embracing food aggregators, California Burrito is poised for a bright future. For Mueller, his journey in India represents a new American dream. It reflects the ability to move anywhere globally and pursue one’s passions. Just as many people once moved to America for better opportunities, today’s globalized world allows individuals to realize their dreams anywhere in the world. Bert Mueller’s venture is an inspiring example of determination, adaptability, and a commitment to one’s vision.

As California Burrito continues to thrive, the dream of an American in India is evolving into a success story, where culinary diversity knows no borders, and the love for Mexican cuisine continues to grow in the heart of India.