Pew Research Center, based on SafeGraph data, uncovered interesting insights: Mexican restaurants account for approximately 11% of gastronomic establishments in the U.S. More evidence of the Mexicanization of U.S. food and culture.
Mexican Restaurant Marketing has become a critical discipline in U.S. restaurant promotion, including QSR, as Mexican food has entrenched itself in American taste, with Mexican restaurants comprising 11% of U.S. gastronomic establishments.
Mexican restaurants have a significant presence in the United States, accounting for approximately 11% of gastronomic establishments, according to an analysis by the Pew Research Center based on SafeGraph data. This presence is notable in California and Texas but extends to most U.S. counties. Moreover, around 37.2 million people in the United States have Mexican ancestry, making Mexican Americans the largest Hispanic origin group in the country.
According to the report, 85% of U.S. counties have at least one Mexican restaurant. Additionally, ” the counties that don’t have Mexican restaurants tend to have small populations. The 15% of counties without Mexican restaurants have about 4 million people. That is just 1% of the total U.S. population,” states the report.
“85% of U.S. counties have at least one Mexican restaurant.”
In addition to California and Texas, which host around 40% of all Mexican restaurants in the country (22% in California and 17% in Texas), Florida, New York, and Illinois also have many Mexican restaurants. 51% of all Mexican restaurants in the United States are in California, Texas, Florida, New York, or Illinois.
Mexican Restaurant Marketing: More data showcasing the importance of Mexican culture in the United States
The analysis also reveals that in 10 U.S. counties, Mexican restaurants make up more than a third of all gastronomic establishments. This trend is prominent in the southwestern states bordering Mexico, where Mexican restaurants constitute a significant portion, notably 22% in New Mexico, 20% in Texas, 18% in Arizona, and 17% in California. At the national level, Mexican restaurants in ten counties account for over 33% of all gastronomic establishments, with eight located in Texas, primarily along the United States-Mexico border. This analysis excludes counties with fewer than 15 restaurants of any type.
“Mexican restaurants constitute 22% of all gastronomic establishments in New Mexico, 20% in Texas, 18% in Arizona, and 17% in California.”
To conclude the analysis of Mexican food’s popularity among Americans, it is noted that 22% of Mexican restaurants nationwide are fast-food establishments, 12% specialize in serving tacos, 8% are classified as food trucks or carts, and 6% offer Tex-Mex cuisine. Additionally, Mexican restaurants tend to have modest pricing.
Breakdown by Type of Mexican Establishment
| Fast-food establishments | 22% |
| Specialized in tacos | 12% |
| Food Trucks/carts | 8% |
| Tex-Mex cuisine | 6% |
Source: Pew Research Center and SafeGraph
Only 2% of American Restaurants serve non-Mexican Hispanic or Latin Cuisine
Another interesting insight for Mexican Restaurant Marketing is that the Pew Research Center’s analysis finds that only 2% of American restaurants serve non-Mexican Hispanic or Latin cuisine: “The most common types of non-Mexican Hispanic restaurants include Caribbean, Cuban, Latin American, Peruvian, Salvadoran, and Spanish restaurants. However, none represent more than 1% of restaurants nationwide.”
Another helpful data insight for Mexican Restaurant Marketing is that Hispanic or Latino restaurants, excluding Mexican ones, have a more limited geographic presence than Mexican restaurants in the United States. While 85% of counties have at least one Mexican restaurant, only 29% have some Hispanic or Latino restaurants that do not primarily focus on Mexican food. Although these Hispanic or Latino restaurants are prominent in places like Florida (especially in Miami-Dade County and its surroundings) and New York and New Jersey, Mexican restaurants still constitute the majority of the total Hispanic or Latino restaurants in these areas, concludes the analysis.
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Tajin Expands Markets Beyond the Mexican American Consumer (portada-online.com)
