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During his study abroad trip in 2010, Bert Mueller stayed with a host family in Jaipur, India. Along with some classmates, he introduced his host family to food from the United States.
“They didn’t enjoy it much,” Mueller recalls. In contrast, one of his classmates, who was of Mexican descent, had a completely different experience.
“She prepared chips, salsa, beans, and tortillas,” he remarks. “I visited her one day and noticed that her family was thoroughly enjoying the meal she prepared.”
This moment sparked an entrepreneurial idea in Mueller’s mind, even though he was focused on music and public policy at The College of William & Mary. “It dawned on me that I could introduce Mexican-inspired cuisine to India,” he says.
After graduating, at the age of 22, Mueller returned to India with a plan to launch California Burrito, a fast-casual restaurant offering Southern California-style burritos.
Now, twelve years since the first location opened, the brand boasts 103 outlets nationwide.
A Journey of Contrasts
Mueller credits his choice of India for his study abroad experience to his innate desire for contrast.
“I sought a place vastly different from the U.S., so India seemed ideal given my love for its cuisine and the prevalence of English,” he shares.
While peers found the cultural adjustments challenging, Mueller embraced them. “In India, nothing is predictable,” he notes. “If monotony doesn’t appeal to you, then India is perfect.”
After completing his degree in 2011, he endeavored to realize his vision of a Mexican restaurant in India.
Choosing Bangalore for the initial location, he targeted the city’s IT professionals, many of whom had traveled to the U.S. and sampled Mexican food.
Mueller initially estimated startup costs at $100,000, raising $250,000 from friends and family for added security. In the first year, the restaurant generated around $500,000, allowing Mueller to expand to two additional locations.
Since 2012, more restaurants have opened in Chennai, Hyderabad, and Delhi, with revenue hitting $23 million in 2024.
Resilience Through Challenges
Despite its success, the journey was not without obstacles.
He had initially felt reassured by the manager’s experience in other restaurants and found him competent and communicative. However, it soon became apparent that the manager was overcharging suppliers and plotting to replicate California Burrito.
“He would bring government officials to our store to claim we were not meeting certain standards,” Mueller recalls, describing how the manager colluded with vendors. Eventually, he attempted to launch his own burrito restaurant, which ultimately failed.
This setback did not deter Mueller from pursuing California Burrito’s success. “My mother is a marathon runner, and I seem to have inherited that persistence,” he states. “I never considered quitting.”
Originally planning to stay in India for five years, Mueller recognized the value in enhancing local sourcing. He began cultivating his own ingredients, including partnering with five chicken suppliers and planting 500 avocado trees—though not without challenges, such as elephants trampling some trees and adverse weather wiping out tomatillo crops.
This commitment to farming led Mueller to adopt a long-term perspective. “Now, I think in decades,” he affirms.
At present, he feels no urgency to leave India: “I love India; it feels like home. When you’re at home, you don’t focus on leaving.”
Source
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