Although Americans view Taco Bell's food as great-tasting "Mexican" food, Residents in Mexico view Taco Bell's food differently. Taco Bell first tried to enter the Mexican market in 1992, but its restaurants all closed within two years. Taco Bell tried again in 2007 to successfully open a restaurant in Mexico City. This time, the company made sure to heavily emphasize the fact that Taco Bell's food is very much "Americanized;" thus, adding French fries to the menu. Unfortunately, this strategy also failed, and the Mexico City Taco Bell closed down in 2010. For those who have experienced authentic, Mexican food, the taste of Taco Bell's menu does not go over well, and for Mexico's residents, this is the case – they want nothing to do with Taco Bell.