Imagine moving across the world to start a business in a country you barely know. Every day in this country feels unpredictable. Patience is your biggest strength there. Nothing ever goes exactly as planned.
That’s exactly what Bert Mueller did.
At just 22 years old, he first came to India as a student. By 35, he built California Burrito, a chain of 103 stores across India, generating $23 million in revenue annually.
Here’s how he made it happen. His story can inspire you to take the first step toward your dream.
First California Burrito Started with a Simple Idea
When Bert first thought about starting a Mexican-inspired restaurant in India, there was only one major player — Taco Bell.
Even now, years later, very few have dared to enter this space.
Seeing an opportunity, Bert decided to bring fresh, flavorful burritos to India. But he knew it wouldn’t be easy. Every day in India was different.
Bert faced many challenges. These ranged from sourcing the right ingredients to adapting to the unpredictable nature of business operations here.
But Bert didn’t give up. Instead, he adapted.
During the interview with CNBC Make It, he says “He let India be India.”
He made his dream fit into the rhythm of the country.
California Burrito – The First Big Step
In 2012, Bert and his two childhood friends started with one store in Bengaluru. They raised about $250,000. This amount was double what they initially thought they needed.
Their first California Burrito store was a hit.
Customers loved the fresh ingredients, big flavors, and the energy of something new.
Encouraged by the response, Bert knew it was time to scale.
The Challenges No One Tells You About
Building a food brand in India wasn’t smooth sailing.
When California Burrito needed better avocados, Bert imported 500 avocado trees from California.
Six months later, a herd of wild elephants trampled and destroyed 60 trees. Yes, elephants!
Getting the right flavors was a massive challenge. Tomatoes, onions, and beans in India taste completely different from those in the U.S.
It took years to perfect the recipes and build a local supply chain that would deliver authentic flavors.
But Bert kept going, adjusting with every challenge.
Growing Smartly
Today, the California Burrito team manages:
- Food and packaging costs: ~37%
- Labor costs: ~12%
- Marketing spend: ~4%
- Real estate: ~9%
- Corporate overheads: ~5%
- Net profits: around 10%
And the journey is just beginning.
The goal?
300 stores by 2030 and an IPO in India.
Lessons for Young Entrepreneurs
If you dream of building your own food business, here’s what Bert’s journey teaches:
- Patience is powerful: In India, success doesn’t always come fast. You must stay committed.
- Adapt to the local market: Understand local tastes, preferences, and challenges.
- Quality matters: Consistently good food will always find loyal customers.
- Think long-term: Build a brand, not just a restaurant.
- Stay frugal and focused: Bert kept his lifestyle simple and focused all his energy on building his business.
Most importantly, believe in your idea, and believe in yourself even when the path ahead looks uncertain.
Bert Mueller’s story isn’t just about Burritos
It’s about vision, resilience, and building something meaningful in a place where anything is possible.
If you’re young and passionate, now is the best time to chase your dream. Embrace challenges in India’s booming food industry.
Read more success stories to get motivated