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food and flavor trends + projectable analysis
Gone Mexican!
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sample report
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An Introduction
definitions and more
This sample report features analysis of over 600,000 from more than 5,800 US menus. All of the quantitative
analysis and ideation examples contained herein has been conducted using MenuTrends DIRECT™.
Please take a moment to familiarize yourself with the reporting conventions indicated below, as well as with the
Mexican food terms presented on the following page.
Region Definitions
The regions named in this report correspond the
four US Census “super regions,” as detailed in the
map below.
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MenuTrends DIRECT™ features
restaurant cuisine classifications.
25
broad
When the term “varied menu” is used in this
report, it refers to restaurants specializing in one
of the cuisine types below marked in orange.
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African
Italian
American
Japanese / Sushi
Asian (other)
Korean
BBQ
Mexican
Burgers
Oth. European
Caribbean
Pizza
Chinese
Sandwich / Deli
Coffee/Bakery
Seafood
Eclectic
South American
French
Southern
Greek/Mideast
Steakhouse
Ice Cream / Dess.
Thai
Indian
--
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Mexican vs. “Mexican-Inspired”. This report
features analysis of both Mexican and “MexicanInspired” dishes.
Mexican dishes are traditional types such as
tacos, burritos, fajitas, and enchiladas.
A
“Mexican-Inspired” dish, on the other hand, it
typically a non-Mexican item that has been
infused with Mexican sauces, flavors, and/or
preparation methods (such as a chipotle chicken
sandwich).
Data Timeline. Unless specified otherwise, all
analysis in this report is based on 2006 menu
data. In certain cases, time trend analysis is
presented that compares 2006 and 2005 data to
detect *projectable* changes.
Data Confidence. Care has been taken to
include only projectable findings. A note is
provided in those rare instances where sample
size is too small for projection.
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Food-E-Terms
key mexican words
Adobo Sauce
Agua Fresca
Albondiga
Annato
Antojitos
Food-E-Terms™, an exclusive
feature
of
MenuTrends
DIRECT™ includes definitions
for
over
7,000
foods,
ingredients, and culinary items.
While everyone is familiar with
tacos and burritos are, other
Mexican items are not as well
known.
We’ve exported a few key
definition from Food-E-Terms™,
which are presented here.
Arroz Con Pollo
Chalupa
Chilaquiles
A refreshing, Mexican fruit drink. Generally made with fresh fruit or a fruit infusion, water, ice and sugar.
A meatball that is flavored with vegetables, usually served with a spicy sauce. A Mexican dish.
Also called "achiote", this is a small seed from the annatto tree used in Mexican, Caribbean and Latin American
cooking to flavor meats and fish.
The Mexican word for "appetizers".
The Mexican version of Spanish paella: rice simmered with chicken, onions, chilies, tomatoes and other vegetables.
A boat-shaped, fried corn tortilla filled with meat and/or vegetables and cheese. Usually served as an appetizer.
Crisp fried strips of corn tortilla with a tomato sauce. Meat is sometimes added and the dish is generally served with
grated cheese, chilies and cream.
Chile Relleno
Sweet peppers stuffed with cheese, fried and topped with more cheese.
Chimichanga
A specialty of Sonora, Mexico, this deep-fried burrito is generally filled with meat, cheese, beans and rice wrapped in
a tortilla. Garnishes may include: sour cream; guacamole; salsa and cheese.
Chipotle
Churo
Enchilada
Flan
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A Mexican spice paste or sauce seasoned with garlic, chili, vinegar and spices.
A dried and smoked red chili popular in Mexican cooking.
The Mexican and Spanish doughnut. It is a deep-fried spiral of sweet dough and sprinkled with sugar and cinnamon.
A thin, fried tortilla brushed with hot sauce and wrapped around a filling of meat, vegetables and/or cheese, topped
with a tomato-based sauce.
A custard tart which may have a sweet or savory filling.
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Food-E-Terms
key mexican words (cont.)
Flauta
Gordita
A cornmeal, potato and cheese dough fried and served with minced meat, often topped with guacamole.
Horchata
A drink popular in Spain and Mexico made with chufa nuts and water. It might be sweetened with sugar.
Huevos Ranchero
Food-E-Terms™, an exclusive
feature
of
MenuTrends
DIRECT™ includes definitions
for
over
7,000
foods,
ingredients, and culinary items.
While everyone is familiar with
tacos and burritos are, other
Mexican items are not as well
known.
We’ve exported a few key
definition from Food-E-Terms™,
which are presented here.
Corn tortillas topped with fried eggs and a layer of salsa.
Machaca
This is a Mexican dish of shredded meat that is flavored with onions and chiles.
Machaca
This is a Mexican dish of shredded meat that is flavored with onions and chiles.
Mexican
Chocolate
Mochomos
Mole
Panucho
Pico de Gallo
A sweetened chocolate flavored with cinnamon, vanilla and almonds.
In Mexican cooking, this term refers to meat that has been cooked, shredded and then fried.
A rich, reddish sauce made spicy with chilies and a small amount of Mexican chocolate.
A tortilla that is puffed up to create a pocket, which is then filled with savory stuffings and fried. A Mexican pita.
A Spanish relish of chopped jicama, onions, bell pepper, oranges, jalapeno peppers and cucumber.
Pinto Bean
This bean is streaked with reds and browns atop a pink background. In fact, "pinto" is Spanish for "painted." A
common bean of the Southwest and used in a variety of Mexican and Spanish dishes.
Pinto Bean
This bean is streaked with reds and browns atop a pink background. In fact, "pinto" is Spanish for "painted." A
common bean of the American Southwest and used in a variety of Mexican and Spanish dishes.
Pozole
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A corn tortilla rolled around a meat and/or vegetable filling and fried until crispy.
A Mexican soup that is thick like a stew and made with hominy, corn kernals, pork and a hot chili sauce.
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Food-E-Terms
key mexican words (cont.)
Quesadilla
Queso
Queso Fundido
Food-E-Terms™, an exclusive
feature
of
MenuTrends
DIRECT™ includes definitions
for
over
7,000
foods,
ingredients, and culinary items.
While everyone is familiar with
tacos and burritos are, other
Mexican items are not as well
known.
We’ve exported a few key
definition from Food-E-Terms™,
which are presented here.
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Ranchero Sauce
A flour tortilla filled with cheese, folded in half to form a sandwich and grilled. May also contain meat or vegetables,
refried beans or chili peppers.
The Spanish word for "cheese".
The Spanish term for "melted cheese".
A popular Mexican sauce of tomatoes, onions, green chilies and various seasonings.
Serrano
A strong-flavored variety of green Mexican hot chili pepper.
Sopapilla
A flat bread which, when cooked, puffs into a pillow shape.
Tamale
A thick cornmeal porridge spread on a corn husk, topped with cooked meat or vegetables and wrapped into a tight
package. Generally served with a hot chili sauce.
Tomatillo
A relative of the gooseberry, this fruit is small, round and green with a papery husk, popular in Mexican cooking.
Veracruz
A Mexican dish of fish that is cooked in a sauce of tomatoes, onions, garlic and chiles, and flavored with oregano and
lime juice; plated with rice.
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Key Findings
the big picture
 Mexican influences are everywhere on menus today. Varied menu restaurants in all segments and regions are
offering dishes with Mexican influences. Nearly 60% of Casual Dining varied menu restaurants, for example, serve at least
one Mexican-inspired dish.
 But the trend is less about Mexican dishes, and more about “Mexican-inspired” dishes. Though Mexican
influences are strong on varied menus, traditional Mexican items like tacos, burritos, and enchiladas are still relatively rare.
In fact, these type of Mexican dishes represent just 1.6% of entrees served at varied menu restaurants. Instead, the real
growth has been in “Mexican-inspired” dishes – such as burgers, sandwiches, and salads that feature chipotle, salsa, and
other Mexican flavors.
 Speaking of chipotle, it’s growth is absolutely off the charts! Chipotle incidence has grown a whopping 105% on
varied menus in just one year. This is truly explosive growth that rivals that of any other flavor trend in recent memory.
Even more astounding is that chipotle is today more common in Mexican-inspired dishes at non-Mexican restaurants than it
is in items served at Mexican restaurants. What’s more, the flavor continues to grow, as it is still in the “proliferation” stage
of the menu adoption cycle.
 Regionality plays a huge role. Mexican restaurants, dishes, and influences are far more prevalent in the West, and much
less so in the Northeast. Whereas most trends tend to be primarily segment-dependent, Mexican influences are more
heavily impacted by regionality.
 Mexican appetizers are most common: quesadillas and nachos lead the way. Mexican appetizers are dominated by
nachos and quesadillas, with each item being served in nearly 35% of Casual Dining restaurants. Think about that for a
second – quesadillas and nachos are each found on more than one out of every three casual menus!
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Mexican Dishes
traditional Mexican items: what they are, where they’re served, and how often
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Mexican Entrees
where they are served
Mexican Entrees: Where They Are Served
(share of all Mexican entrees: n = 15,273 Mexican entrees)
 Mexican entrees are still predominantly found in Mexican
restaurants.
Mexican
86.1%
 As seen here, nearly 90% (86.1%) of all Mexican entrees
(such a tacos, burritos, fajitas, and enchiladas) are found
in Mexican restaurants.
 Varied menu restaurants (American, burger places, etc.)
account for another 12% of total Mexican entrees.
Varied Menu
12.0%
 When varied menu (non-Mexican) restaurants do feature
Mexican entrees, they tend to do so in numbers. As
seen here, varied menu restaurants that feature Mexican
restaurants menu a whopping 4.2 of them on average.
All Other
Cuisine Types
1.8%
 This 4.2 average is on par with other major entrée types
including burgers, pasta, and salads.
 In other words, when Mexican entrees work their way
onto a menu, they tend to make their presence known!
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Mexican Entrees
at non-Mexican chains
 Although it’s rare, top non-Mexican chains do occasionally
menu Mexican entrees.
 This table shows several top chains that menu Mexican
entrees (note that this refers to actual Mexican items such as
tacos and burritos, and does not include “Mexican-inspired”
dishes, which are covered in the next chapter).
 The Cheesecake Factory and Chilis are among the leading
menuers of Mexican entrees. Jack in the Box, which features
tacos and breakfast burritos, heads the list of major burger
chains.
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accounts to regional chains and emerging concepts.
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CHAIN
# of Mexican
Entrees
Cheesecake Factory
Chili's Grill & Bar
Ground Round
Islands
Rock Bottom Restaurant & Brewery
Furr's
Mimi's Cafe
Old Country Buffet
Shell's Seafood Restaurant
Buffalo Wild Wings
Jack In The Box
Skyline Chili
Houlihan's
Carl's Jr. Restaurant
Champps Americana
Chick-Fil-A
Hard Rock Cafe
Marie Callender's
Red Robin Burgers & Spirits
Wienerschnitzel
Ale House & Raw Bar
Applebee's Neighborhood Grill
Bennigan's
Bob Evans
Carrows Restaurants
Coco's Family Restaurant
Country Kitchen
Friendly's Restaurant
Mc Donald's
Perkins Restaurant & Bakery
Roly Poly
TGI Friday's
Village Inn
Whataburger
6
6
6
6
6
5
5
5
5
4
4
4
3
2
2
2
2
2
2
2
1
1
1
1
1
1
1
1
1
1
1
1
1
1
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Mexican Entrees
incidence at varied menu restaurants
Varied Menu Restaurants: Entree Incidence
 While the usage of Mexican flavors continues to
proliferate, Mexican *entrees* are still relatively rare on
varied menus.
Pasta /
noodles
4.6%
Com bo Plates
11.0%
Mexican
Entrées
1.6%
Salads
7.6%
Sandw iches
28.3%
 As seen here, Mexican entrees represent just 1.6% of
entrée items on varied menus today.
 Furthermore, growth in this respect is flat (from 1.57%
in 2005 to 1.60% in 2006); Mexican entrees are no more
prevalent today than they were a year ago.
Center of
plate
23.9%
 In other words, it is fairly uncommon for a non-Mexican
restaurant to menu tacos, burritos, enchiladas, flautas, or
other Mexican-specific dishes.
 What is increasingly common, however, is usage of
Mexican flavors in a broader range of dishes – from
sandwiches to the center of the plate (please see the
section on flavor profiles for details).
Other
15.9%
Burgers
7.1%
Varied Menu Restaurants: Mexican Entrees
(as a % of all entrees)
2.5%
2.0%
1.5%
1.0%
2.2%
1.3%
0.5%
1.6%
1.6%
0.9%
0.0%
QSR
Midscale
Casual
Fine Dining
n = 121,694 entrees at varied menu restaurants
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TOTAL
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Mexican Entrees
most popular varieties
 Burritos are by far the most common Mexican entree at
varied menu restaurants, followed by tacos, quesadillas
(which are also often menued as appetizers), fajitas, and
enchiladas.
 Interestingly, the types of Mexican entrees served at
varied menu places are different than those served at
Mexican restaurants; burritos, quesadillas, and nachos
are more common at varied menu places… while
enchiladas, chimichangas, tamales, and chile rellenos are
less so.
 Segmentation also plays a major role in what’s served –
burritos dominate in QSR’s, for example, while
chimichangas are stronger in full-service restaurants.
Share of All Mexican Entrees
Those entrees much more common in
varied menu restaurants are shown in
blue; those that are less common are
shown in red.
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Burrito
Taco
Quesadilla
Fajita
Enchilada
Nacho
Chimichanga
Taquito
Tamale
Chile Relleno
At Mexican
Restaurants
21.6%
17.6%
5.3%
7.9%
16.9%
1.3%
3.9%
1.9%
3.1%
3.9%
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At Varied Menu
Places
29.0%
18.9%
14.8%
9.1%
9.0%
2.1%
2.0%
2.0%
1.6%
0.5%
Share of All Mexican Entrees by Segment
(at varied menu restaurants)
Chile Relleno
Fine Dining
Casual
Midscale
QSR
Tam ale
Taquito
Chim ichanga
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Nacho
0%
1%
2%
3%
4%
5%
6%
n = 15,273 Mexican entrees at varied menu restaurants
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7%
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Overall Penetration
segment specifics
Penetration (% of all US restauratns serving)
Quesadilla
 Nationally, the two most commonly menued traditional
Mexican dishes are both typically appetizers – quesadillas
(22.2% penetration) and nachos (21.1%).
22.2%
Nachos
 Note that these are big numbers, as each item is served in
nearly one out of four restaurants across the US; even more
impressive is that penetration rates for quesadillas and
nachos jump to nearly 35% in the Casual dining segment.
21.1%
Taco
19.9%
Fajitas
 As far as Mexican entrees go, it’s tacos that head the list
(19.9% total US penetration), followed next by fajitas
(17.5%) and then burritos (15.4%).
17.5%
Burrito
15.4%
Enchilada
 Penetration rates for all of these items are highest in the
Casual dining segment (which has a higher concentration of
varied menu concepts).
12.4%
Tostada
9.7%
Tam ale
8.6%
MEXICAN DISH PENETRATION (% of all US restaurants serving)
Rank
Item
QSR
Midscale
Casual
1
2
3
4
5
6
7
8
9
10
Quesadilla
Nachos
Taco
Fajitas
Burrito
Enchilada
Tostada
Tamale
Relleno
Chimichanga
11.3%
14.1%
19.8%
13.9%
14.5%
8.1%
6.8%
4.6%
3.8%
2.5%
18.9%
14.9%
18.0%
17.2%
14.9%
11.6%
8.8%
8.4%
7.4%
6.2%
35.2%
34.0%
24.0%
23.5%
18.9%
18.4%
14.1%
13.2%
13.2%
11.5%
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Fine
Dining
13.6%
4.7%
4.5%
2.7%
2.7%
3.0%
2.4%
3.3%
2.1%
1.2%
Relleno
ALL
22.2%
21.1%
19.9%
17.5%
15.4%
12.4%
9.7%
8.6%
8.1%
6.7%
8.1%
Chim ichanga
6.7%
0%
5%
10%
15%
20%
25%
Note that these rankings are noticeably different from those observed for
just varied menu restaurants. Once Mexican restaurants are thrown into
the mix, tacos take over as the top entrée, with several other items jump
around as well.
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n = 441,109 appetizers, entrees, and sides
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Mexican Appetizers
nachos & quesadillas
Mexican Appetizer Penetration at Varied Menu Restaurants
(of places that serve appetizers)
 Quesadillas are given the upscale treatment as well,
penetrated in a surprisingly high 15.6% of upscale varied
menu restaurants. So how do high-end operators do
quesadillas? A few examples are shown to the right.
Casual
Fine Dining
31.7%
22.1%
21.6%
TOTAL
DUCK QUESADILLA
shredded duck, fresh corn, provolone cheese with just picked
kumquot compote
CARIBBEAN
LOBSTER
QUESADILLAS
grilled tortilla loaded with chunky smoked lobster pieces flavored
with scotch bonnet, mango scallions, tomatoes, smoked gouda
and served with orange mango aioli.
SMOKED SALMON
QUESADILLAS
with goat cheese, sour cream, dill & horseradish
KALUA PORK
QUESADILLA
grilled flour tortilla filled with kalua pork, sautéed onion &
cheese; topped with fresh salsa, sour cream & chili bbq sauce
Culinary trends typically trickle down from white table cloth
and ethnic restaurants to major chains. Use MTD™ to get a
jump on the competition by identifying key trends early.
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Midscale
HIGH-END QUESADILLAS
With coverage of over 1,000 innovative fine dining operators,
MTD™ gives you the power to detect trends at their infancy.
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17.2%
0%
QSR
 The influence of nachos and quesadillas in casual dining
in particular is unmistakable – over 50% of varied menu
casual dining restaurants serve at least one of the two
appetizers.
15.0%
9.8%
10%
4.4%
20%
6.6%
40%
24.8%
50%
19.9%
41.3%
60%
Either
15.6%
30%
Quesadillas
7.0%
 Nachos and quesadillas account for nearly 90% of all
Mexican appetizers served at varied menu restaurants,
and have been mainstays in casual dining for several
years.
Nachos
70%
54.8%
80%
38.4%
 At varied menu restaurants, Mexican items are more
likely to be found on the appetizer section of the menu.
This owes almost exclusively to two items in particular –
nachos and quesadillas.
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n = 25,929 appetizers at varied menu restaurants
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Mexican Dishes Overall
a full listing by segment & region
 While Mexican entrees can occasionally be found at varied menu restaurants, it’s the Mexican appetizers
(quesadillas and nachos) that are most common. That said, consumers today are most accustomed to seeing
Mexican dishes on appetizer menus.
 Segmentation is a key consideration, with Casual dining seeming to represent the greatest opportunity (note the
much higher penetration rates for the top items below).
 Regionality also plays a role, as restaurants in the West are far more likely to feature burritos tacos, and taquitos,
while nachos are considerably more popular in the Midwest.
penetration at varied menu restaurants (% of restaurants serving each item)
Quesadilla
Nachos
Burrito
Taco
Fajita
Enchilada
Tamale
Taquito
Chimichanga
Tostada
Relleno
Flauta
QSR
Midscale
Casual
6.3%
7.5%
10.7%
7.3%
2.3%
2.0%
2.6%
2.6%
0.1%
0.8%
0.1%
0.3%
25.1%
15.1%
13.3%
10.3%
5.7%
5.9%
2.0%
0.4%
1.7%
0.7%
0.9%
0.2%
42.8%
42.0%
9.9%
12.3%
10.3%
6.0%
1.4%
1.8%
2.3%
2.0%
0.5%
0.8%
Fine
Dining
18.9%
7.9%
3.2%
5.8%
1.6%
3.2%
1.6%
0.5%
1.6%
1.6%
1.1%
0.5%
TOTAL
24.6%
21.6%
10.3%
9.6%
5.8%
4.4%
1.9%
1.7%
1.4%
1.3%
0.5%
0.5%
Quesadilla
Nachos
Burrito
Taco
Fajita
Enchilada
Tamale
Taquito
Chimichanga
Tostada
Relleno
Flauta
West
Midwest
South
25.1%
17.8%
17.4%
14.2%
6.1%
5.0%
2.4%
4.1%
1.1%
2.3%
0.8%
0.4%
27.3%
29.8%
9.3%
11.4%
6.1%
4.5%
3.0%
0.5%
3.0%
1.6%
0.5%
0.7%
23.5%
20.1%
4.5%
6.3%
6.6%
4.7%
1.6%
0.3%
0.8%
0.6%
0.3%
0.5%
n = 171,368 appetizers, entrees, and sides at varied menu restaurants
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Northeast
22.3%
22.0%
7.0%
4.0%
3.8%
2.4%
0.3%
0.5%
1.1%
0.0%
0.3%
0.3%
TOTAL
24.6%
21.6%
10.3%
9.6%
5.8%
4.4%
1.9%
1.7%
1.4%
1.3%
0.5%
0.5%
Accurate results require reliable data. With more than 5,800 menus, only MenuTrends DIRECT™ offers real projectable analysis.
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Mexican-Inspired Dishes
how operators today are infusing Mexican flavors to create more compelling dishes
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Mexican vs. Mexican-Inspired
broadening the horizon
Mexican vs. Mexican-Inspired Entrées: Penetration
 The influence of Mexican cooking on varied menu
restaurants has less to do with Mexican dishes, and
much more to do with “Mexican-inspired” dishes.
 These are dishes that are outside the realm on traditional
Mexican items such as tacos and burritos, but that have
been strongly influenced by Mexican flavors, ingredients,
and preparation methods.
 Examples include chicken sandwiches with chipotle salsa,
Mexican-style fish entrees, Tex-Mex salads, and a host of
other dishes.
 As seen here, Mexican-inspired dishes are far more
penetrated than regular Mexican dishes. Within the
entrée category, for example, nearly 60% of casual
dining restaurants feature a Mexican-inspired dish –
twice as high as the 29% that menu a regular Mexican
dish.
(of places that serve entrees)
70%
Mexican
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reliable results
58.6%
60%
50%
47.4%
44.3%
40%
31.6%
30.4%
28.4%
30%
29.0%
23.5%
20%
17.6%
11.6%
10%
 As Mexican influences continue to grow, it’s important to
ask, “how are Mexican trends impacting non-Mexican
dishes?”
the only system featuring
projectable menu data
Mexican-Inspired
better reporting with
far deeper analysis
0%
QSR
Midscale
Casual
Fine Dining
ALL
n = 3,647 Mexican-inspired entrees at varied menu restaurants
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Mexican vs. Mexican-Inspired
a regional look
Mexican vs. Mexican-Inspired Entrées: Penetration
(of places that serve entrees)
60%
 Here we again see the importance of “Mexican-Inspired”
dishes. Notice that in each region, the penetration of
Mexican-inspired entrees is nearly double that of regular
Mexican entrees (in varied menu restaurants).
 As previously observed, Mexican tends to be most
popularly favored in the West – where it holds a major
lead over all other regions.
 And while Mexican is least favored in the Northeast and
South, still an impressive one-third of varied menu
restaurants in those regions carry Mexican-inspired
dishes.
Mexican
53.3%
50%
Mexican-Inspired
47.0%
44.3%
40%
36.6%
36.3%
33.0%
30%
23.5%
22.0%
20%
17.6%
16.4%
10%
MTD makes analyzing ethnic
trends a snap. With 25 cuisine
filters, you can always get just
the level of detail you need.
You also have the power to
analyze ethnic-influenced items,
such as chipotle burgers, teriyaki
fries, and tandoori sandwiches.
0%
West
Midw est
South
Northeast
TOTAL
n = 3,647 Mexican-inspired entrees at varied menu restaurants
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Time Trends
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One Year Change: Share of Mex-Inspired Dishes
areas of mexican influence
(at varied menu restaurants)
 The growth of Mexican influences at varied menu places is
driven largely by the use of Mexican flavors in non-Mexican
dishes.
54.3%
Sandw ich
52.7%
Dip
 In just one year, several non-Mexican dishes made large gains
as a percentage of Mexican-inspired dishes; meanwhile, “real”
Mexican dishes such as tacos and burritos lost ground.
 In other words, diners who want Mexican flavors today have a
greater opportunity to find them in items like pasta,
sandwiches, and burgers. And while tacos, burritos, and
enchiladas are still available (and often common) choices, they
are no longer the only way to enjoy Mexican flavors on nonMexican menus.
Pasta
33.4%
Soup
25.4%
Wrap
22.6%
Ham burger
18.1%
Fries
9.2%
Taco
-9.0%
Pizza
-10.4%
Burrito
-14.8%
Enchilada
-15.9%
Perentage of all Mexican-Inspired Dishes
(at varied menu restaurants)
Pasta
Sandwich
Dip
Soup
Wrap
Hamburger
Fries
Taco
Pizza
Burrito
Enchilada
Taquito
Tamale
2006
2005
Net
Change
0.9%
2.8%
4.8%
1.6%
7.2%
2.2%
2.6%
12.7%
0.7%
8.4%
3.3%
0.7%
0.7%
0.6%
1.9%
3.6%
1.3%
5.9%
1.9%
2.4%
13.9%
0.8%
9.8%
3.9%
0.8%
0.9%
+54.3%
+52.7%
+33.4%
+25.4%
+22.6%
+18.1%
+9.2%
-9.0%
-10.4%
-14.8%
-15.9%
-19.3%
-27.8%
the only system featuring
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Common2006 Count
ality
the most accurate &
reliable results
51
154
258
85
391
121
139
686
40
452
178
36
37
very rare
rare
somwehat
rare
common
rare
rare
common
very rare
common
somwehat
very rare
very rare
better reporting with
far deeper analysis
Taquito
-19.3%
Tam ale
-27.8%
-70%
-50%
-30%
-10%
+10%
+30%
+50%
n = 5,408 Mexican-inspired appetizers, entrees, and sides
MTD is the only system that offers reliable and projectable time
trend analysis. Other systems use 90% less data and generate
wildly inaccurate results that are often more a function of
statistical aberrations rather than real trends.
With MTD, you get trends that you can rely on.
more powerful features
that make analysis easier
+70%
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Time Trends
growing items at mexican restaurants
 Interestingly, much of the item growth at Mexican
restaurants has come from non-Mexican categories.
Top Gainers: One Year Change
Incidence at Mexican Restaurants
Wrap
 Wraps, sandwiches, and omelettes are all areas of
growth, while traditional Mexican items such as tostadas,
burritos, and fajitas are growing slower.
36.3%
Sandw ich
19.3%
Torta
 To generalize, then, we can say that Mexican influences
are proliferating on varied menus through the use of
Mexican flavors and ingredients. Meanwhile, Mexican
restaurants themselves are diversifying their menus by
introducing traditional American fare.
18.2%
Om elette
9.8%
Pasta
8.2%
Chim ichanga
5.4%
Tostada
5.4%
 Thus, Mexican and non-Mexican restaurants are
becoming more similar… albeit in very different ways.
Burrito
4.0%
Fajita
3.9%
0%
5%
10%
15%
20%
25%
30%
35%
n = 5,408 Mexican-inspired appetizers, entrees, and sides
the only system featuring
projectable menu data
the most accurate &
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40%
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Mexican vs. Mexican-Inspired
examples: sandwiches
 Mexican cooking has made a big impact on sandwiches,
from those that feature Mexican flavors prominently
(such as a “chicken fajita rollup”) to others that use them
more subtly (such as a sandwich with Mexican chiles or
guacamole).
 Chipotle is a key driver of Mexican flavor growth, and it
shows here – notice the frequent use of the flavor in
these examples.
MEXICAN WRAP
tasty, seasoned taco meat, chopped green onions, tomatoes,
fresh lettuce and shredded cheese stuffed in tomato basil wrap
CHICKEN FAJITA
ROLLUP
this large flour tortilla stuffed with chipotle chicken and rolled up
with melted monterey jack & cheddar cheeses, shredded lettuce
and tomato
SONOMA CHICKEN
SANDWICH
roasted chicken breast topped with melted cheddar, chipotle
salsa, red onion, lettuce and spicy mayo on a toasted whole
wheat roll.
QUESADILLA WRAP
marinated chicken breast topped with shredded lettuce, colby
and monterey jack cheeses, tomatoes, sour cream and salsa.
SOUTHWESTERN
CHIPOTLE STEAK
seasoned fajita steak smothered in a blend of spicy cheeses
piled high with sauteed onions, fresh tomato slices, and sweet
peppers.
THE CHIPOTLE
PORK SANDWICH
chipotle bb-qued shredded pork on a toasted baguette, topped
with pepper jack cheese. served with our caribbean slaw.
CHICKEN TORTILLA
CLUB SANDWICH
grilled chicken breast, bacon, cheese, lettuce and tomato all
rolled in a flour tortilla.
NETO'S MEXICALI
WRAP
flour tortilla, grilled seasoned tri-tip or chicken breast, shredded
lettuce, mexi-ranch dressing, crumbled tortilla chips & pico de
gallo
SANTA FE CHICKEN
chicken breast topped with a spicy salsa, a grilled ortega chili
and pepper jack cheese, served with chips and salsa
CHIPOTLE CHICKEN
smoked chicken, portabella mushrooms, sundried tomatoes,
boursin cheese and chipotle mayonnaise.
SANTA FE GRILLED
CHEESE
jack, avocado, red onion & spicy chipotle paste-spinach salad
n = 34,675 sandwiches at varied menu restaurants
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Mexican vs. Mexican-Inspired
examples: appetizers
 Appetizers are a major target for Mexican flavors – with
diverse ingredients including cilantro, beans, guacamole,
chipotle, and salsa commonly added.
 From poppers to pizzas, appetizer menus are peppered
with examples of Mexican influences. Today, even egg
rolls are a common application for Mexican flavors.
SOUTHWEST
EGGROLLS
two eggrolls delicately stuffed with corn, marinated chicken
breast, black beans, cilantro, avocado and a hint of cayenne
pepper. served...
JALAPENO CHEESE
WEDGES
the tasted of old mexico! wedges of rotel cheese coated with
crushed taco chips and fried. served with salsa
TEX MEX EGG
ROLLS
filled with spicy chicken, corn, black beans, peppers, onions and
melted cheese. served with guacamole sauce.
TEQUILA POPPERS
fried tequila battered jalapenos stuffed with cheddar cheese
light, crisp wonton skin embraces roasted chicken breast, sweet
CHIMI - CHA - CHA corn, black beans, fresh lime, roasted red peppers, and our four
cheese blend
NACHO POPPERS
jalapeno pepper halves, stuffed with nacho cheese breaded with
special batter and deep fried.
GRILLED TORTILLA
PIZZA
just the basics! fresh tomato sauce, basil, ricotta cheese on a
grilled flour tortilla.
BACKYARD PIZZA
our own thin tortilla crust pizza, made in two tasty varieties.
choose from: garden patch - spinach, mushrooms, tomatoes,
and mozzarella...
CHEESE CRISP
a flour of tortillas filled with melted cheddar cheese and baked
till crispy. served with our zesty salsa
HORIZONS CRAB
CAKES
citrus butter, jicama orange slaw, chipotle aioli.
SOUTH WEST
FRIED CALAMARI
with chipotle aioli and lime wedges
n = 1,290 Mexican-inspired appetizers
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Mexican vs. Mexican-Inspired
examples: appetizers
 More Mexican-inspired appetizer examples….
ZYDECO SHRIMP
crispy shrimp drizzled with our chipotle aioli sauce. a lot of flavor
with a kick!
CONCH FRITTERS
fried conch fritters served with spicy island sauce and chipotle
sauce.
PECOS QUESO AND
HOT SAUCE COMBO
creamy cheese with beef and green chilies, served with tortilla
chips and smoked jalapeno salsa
QUESO DIP
melted monterey jack cheese with chipotle & jalapeno poppers.
served with crispy corn tortilla chips.
TEQUILA QUESO
DIP
this ain't yo mama's queso -- w/ a touch of sauza tequila... yeah
baby!
VOODOO WINGS
over a pound of fresh fried chicken wings tossed with our unique
cajun tequila hot sauce.
MANDARIN
CHIPOTLE BBQ
WINGS
a new flavor twist to our great wings. wings of fire tossed in a
tangy bbq sauce, with a little kick.
WILD FIRE WINGS
caution! maybe the hottest north of chicago. a homemade blend
of habanero and smokey chipotle peppers with a tangy maple
cayenne glaze.
ACAPULCO ROLLS
moose'ss newest sensation... crunchy on the outside, gooey on
the inside.. kind of like a mexican egg roll.
JUMPIN' JACKS
spicy monterey jack cheese rolled in crusted tortilla chips and
fried. served with ranch dressing.
MEXICAN PIZZA
crisp flour tortilla covered with your choice of seasoned beef or
chicken, cheddar jack cheese, refried beans and salsa
MTD offers you unparalleled access to real-world dishes on
menus today.
With more than 600,000 dishes included in each period, you
have the world’s deepest resource for ideation and culinary
development.
n = 1,290 Mexican-inspired appetizers
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projectable menu data
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that make analysis easier
Accurate results require reliable data. With more than 5,800 menus, only MenuTrends DIRECT™ offers real projectable analysis.
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Flavor Trends
the ingredients, sauces, seasonings, and more that define Mexican trends today
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Essential Ingredients
traditional mexican item types
Incidence & Penetration: Mexican Entrees
(n=17,732 total Mexican entrees)
Chicken
33.7%
28.4%
Beef
 Mexican dishes (as opposed to Mexican-inspired dishes)
are characterized by a handful of common ingredients.
 These top ingredients provide an excellent blueprint for
developing Mexican menu items that are more traditional
in nature.
Shrim p
4.9%
Pork
5.7%
26.6%
69.2%
35.1%
Rice
63.9%
26.2%
Sour Cream
52.8%
18.7%
57.8%
12.4%
Onion
Tom ato
14.7%
Lettuce
13.7%
Guacam ole
57.0%
54.5%
47.5%
16.7%
Salsa
 Essential toppings and fillers include sour cream,
guacamole, lettuce, tomato, onion and salsa. All are
very common and can be broadly applied to Mexican
product ideation.
29.2%
Bean
 Beans, rice, and tortillas are also essentials, often in
conjunction with one another.
56.1%
26.4%
Tortilla
 In the protein arena, chicken and beef lead the way, with
pork (carnitas) and shrimp also showing up – but much
less frequently so.
72.8%
47.2%
9.3%
Chile
44.6%
8.6%
Pico de Gallo
35.9%
6.5%
Cheddar
29.5%
4.7%
0%
10%
27.3%
20%
30%
40%
50%
60%
70%
80%
SOLID BARS denote INCIDENCE (% of all Mexican entrees containing that item)
SHADED BARS denote PENETRATION (% of places that serve Mexican entrees
that feature a Mexican entrée containing)
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Essential Ingredients
segmentation impact
 While the frequency of traditional Mexican ingredients varies somewhat by segment, these top items remain fairly
consistent across the board and thus form the “essentials” of Mexican dishes. This is an important point: the most
common ingredients in QSR closely mirror those in casual dining – which indicates that traditional Mexican dishes
tend to be prepared with the same *main* ingredients, regardless of the type of venue.
 Shrimp is surprisingly well-penetrated in casual dining restaurants that offer Mexican entrees (note that this includes
both Mexican and varied menu places).
PENETRATION: % of Restaurants Serving a Mexican Entrée Containing…
INCIDENCE: % of Total Mexican Entrée Containing…
(of those menuing Mexican Entrees)
Chicken
Beef
Pork
Shrimp
QSR
25.0%
18.2%
3.9%
3.8%
Midscale
32.6%
30.7%
6.1%
4.6%
Casual
38.0%
32.3%
6.2%
5.4%
Fine Dining
42.5%
20.5%
11.0%
3.9%
TOTAL
33.7%
28.4%
5.7%
4.9%
Chicken
Beef
Pork
Shrimp
QSR
67.8%
51.9%
17.3%
19.7%
Midscale
64.3%
51.0%
24.1%
24.1%
Casual
80.4%
62.5%
33.1%
37.8%
Fine Dining
52.9%
23.5%
14.7%
8.8%
TOTAL
72.8%
56.1%
26.4%
29.2%
Bean
Tortilla
Rice
26.6%
19.7%
17.0%
37.3%
28.5%
27.4%
37.8%
28.8%
29.7%
64.6%
48.8%
44.9%
35.1%
26.6%
26.2%
Bean
Tortilla
Rice
61.0%
51.9%
45.4%
57.3%
71.8%
48.5%
68.7%
78.5%
59.6%
58.8%
50.0%
35.3%
63.9%
69.2%
52.8%
Sour Cream
Guacamole
Tomato
Lettuce
Onion
Salsa
Chile
Pico de Gallo
Cheddar
11.7%
12.4%
10.7%
13.3%
11.2%
13.5%
4.7%
4.6%
5.3%
22.8%
19.2%
17.0%
15.0%
13.8%
8.6%
9.6%
6.5%
4.8%
20.4%
18.0%
15.7%
13.5%
12.4%
7.4%
9.9%
7.4%
4.2%
20.5%
8.7%
14.2%
10.2%
12.6%
21.3%
21.3%
11.8%
11.8%
18.7%
16.7%
14.7%
13.7%
12.4%
9.3%
8.6%
6.5%
4.7%
Sour Cream
Guacamole
Tomato
Lettuce
Onion
Salsa
Chile
Pico de Gallo
Cheddar
42.0%
39.0%
42.7%
43.1%
42.4%
41.0%
23.1%
17.6%
20.7%
58.9%
42.7%
57.3%
46.1%
63.5%
48.5%
38.6%
25.3%
32.4%
67.1%
55.3%
61.6%
52.5%
64.0%
44.9%
42.7%
38.0%
29.3%
35.3%
20.6%
20.6%
14.7%
23.5%
41.2%
17.6%
23.5%
17.6%
57.8%
47.2%
54.5%
47.5%
57.0%
44.6%
35.9%
29.5%
27.3%
n = 17,732 Mexican entrees
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Essential Ingredients
regional impact
 As with segmentation, regionality has a notable but not overly powerful influence on the top ingredients found in
Mexican entrees. For the most part, the usage of the essential proteins, carriers, fillings, and toppings is roughly
similar across regions, with just a few notable exceptions.
 While beef is considerably less common in the Northeast, salsa is particularly strong in that region. Beans are more
common in the South. Also, while Pico de Gallo (essentially a tomato relish) is more popular in the South, salsa is
less so (perhaps an indication of cannibalization, as some diners may use the condiments interchangeably).
PENETRATION: % of Restaurants Serving a Mexican Entrée Containing…
INCIDENCE: % of Total Mexican Entrées Containing…
(of those menuing Mexican Entrees)
Chicken
Beef
Pork
Shrimp
West
29.7%
23.1%
6.6%
4.7%
Midwest
37.2%
35.7%
7.6%
3.2%
South
39.4%
36.4%
3.3%
5.8%
Northeast
35.6%
19.9%
3.0%
6.3%
TOTAL
33.7%
28.4%
5.7%
4.9%
Chicken
Beef
Pork
Shrimp
West
74.0%
54.7%
30.1%
31.1%
Midwest
67.5%
57.0%
28.0%
19.0%
South
75.5%
64.2%
23.8%
37.2%
Northeast
69.2%
39.4%
11.5%
17.3%
TOTAL
72.8%
56.1%
26.4%
29.2%
Bean
Tortilla
Rice
31.8%
24.5%
22.9%
35.9%
31.4%
28.1%
42.6%
27.4%
32.9%
27.1%
31.3%
19.5%
35.1%
26.6%
26.2%
Bean
Tortilla
Rice
69.3%
72.1%
57.3%
54.0%
62.5%
42.0%
65.6%
72.7%
58.2%
51.0%
57.7%
35.6%
63.9%
69.2%
52.8%
Sour Cream
Guacamole
Tomato
Lettuce
Onion
Salsa
Chile
Pico de Gallo
Cheddar
16.9%
16.3%
12.0%
11.0%
11.9%
12.0%
10.3%
5.0%
4.5%
20.5%
11.6%
21.6%
20.2%
13.8%
5.4%
4.5%
5.5%
5.4%
21.3%
21.2%
16.0%
15.7%
12.6%
4.7%
8.1%
10.0%
4.4%
18.2%
11.5%
16.6%
13.7%
12.6%
15.2%
5.6%
6.8%
5.5%
18.7%
16.7%
14.7%
13.7%
12.4%
9.3%
8.6%
6.5%
4.7%
Sour Cream
Guacamole
Tomato
Lettuce
Onion
Salsa
Chile
Pico de Gallo
Cheddar
58.6%
52.4%
50.7%
45.9%
56.6%
53.9%
43.1%
25.7%
26.4%
55.5%
33.0%
58.5%
50.5%
60.0%
35.0%
23.0%
23.0%
31.0%
62.4%
53.5%
59.6%
52.5%
60.3%
33.7%
39.4%
45.0%
27.3%
45.2%
30.8%
51.9%
36.5%
44.2%
44.2%
14.4%
19.2%
25.0%
57.8%
47.2%
54.5%
47.5%
57.0%
44.6%
35.9%
29.5%
27.3%
n = 17,732 Mexican entrees
Regional tastes can have a huge impact on menu trends. With thousands of regional chains
and independent restaurants, only MTD offers representative and accurate regional analysis.
the only system featuring
projectable menu data
the most accurate &
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Overall Top Flavors
mexican-inspired dishes
Top Sauces / Flavors - Mexican-Inspired Dishes
(appetizers, sides, and entrees)
Salsa
36.2%
Sour Cream
34.7%
Pepper
 Salsa and sour cream top the list of most popular
Mexican flavors, present in 36.2% and 34.7% of
Mexican-inspired dishes (at varied menu restaurants)
 Chipotle, a relatively new mainstream flavor, is specified
in an impressive 15.1% of Mexican-inspired dishes,
nearly reaching the level of the far more mature
guacamole (18.3%).
23.5%
Guacam ole
18.3%
Chipotle
15.1%
Pico de Gallo
12.7%
Jalapeno
9.6%
Pepperjack
3.3%
Picante
1.5%
Chilies
1.4%
Tequila
1.3%
0%
5%
10%
15%
20%
25%
n = 5,408 Mexican-inspired dishes
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30%
35%
40%
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Top Flavors by Segment
mexican-inspired dishes
INCIDENCE: % of all Mexican-inspired dishes that contain…
QSR
 Segmentation is a critical determinant of flavor
application.
Chipotle, for instance, is most heavily
utilized in fine dining and casual dining, somewhat less
so in quick service, and least often in midscale dining.
 This perfectly follows the menu influence cycle –
which predicts the direction and velocity of trends. The
high utilization of chipotle in fine dining indicates that the
trend is still trickling down… first to casual dining, then
to QSR, and finally to midscale restaurants. (see next
page for an overview of the menu influence cycle)
 Also worth noting about chipotle is its strength in the
important casual dining sector – where nearly 30% of
restaurants that offer a Mexican-inspired dish feature
chipotle on their menu. This marks a huge footprint for
a relatively new flavor.
Sour Cream
Salsa
Pepper
Guacamole
Chipotle
Pico de Gallo
Jalapeno
Pepperjack
Picante
Tequila
19.2%
17.8%
15.8%
7.5%
9.7%
4.1%
3.6%
1.9%
1.3%
0.4%
Midscale Casual
33.6%
31.2%
26.1%
14.2%
5.2%
8.8%
6.1%
2.8%
2.8%
0.2%
33.8%
30.8%
17.6%
16.6%
13.3%
12.3%
9.3%
2.7%
0.6%
1.3%
Fine
Dining
25.2%
22.5%
15.7%
11.1%
24.0%
8.0%
6.8%
2.2%
0.3%
3.4%
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30.6%
28.0%
18.8%
14.1%
11.7%
9.8%
7.5%
2.6%
1.2%
1.0%
PENETRATION: of those restaurants that serve Mexican-inspired
dishes, the % that serve at least one containing…
QSR
Sour Cream
Salsa
Pepper
Guacamole
Chipotle
Pico de Gallo
Jalapeno
Pepperjack
Picante
Tequila
36.3%
36.3%
32.9%
17.1%
19.6%
8.3%
11.3%
5.4%
2.5%
1.7%
Midscale Casual
59.5%
54.4%
54.9%
26.2%
9.7%
10.5%
14.3%
5.9%
4.2%
0.8%
67.8%
62.2%
47.2%
32.9%
28.6%
23.5%
30.6%
9.8%
2.2%
4.7%
Fine
Dining
42.9%
45.5%
35.1%
32.5%
42.9%
18.2%
15.6%
5.2%
1.3%
6.5%
n = 5,408 Mexican-inspired dishes
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ALL
57.5%
53.7%
44.9%
28.0%
23.6%
17.1%
21.9%
7.7%
2.6%
3.3%
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The Menu Influence Cycle
a brief overview
Today, menu trends follow a path of four distinct phases…
Inception
Adoption
Proliferation
Ubiquity
Here we witness the birth
of a trend – typically
started in the fine dining
segment
and
often
borrowing from ethnic
cooking.
Taking a cue from new
upscale trends, casual
dining independents in
this phase adopt cuttingedge
flavors
and
ingredients onto their
menus.
In this phase, the trend
spreads to casual dining
chains and the QSR
segment,
who
have
monitored its movement
through the Adoption
phase
to
verify
its
potential appeal.
Finally, a trend will reach
ubiquitous status as it
penetrates the country’s
midscale
restaurants,
whose patrons tend to
prefer more traditional
fare.
In the past, high-end
dining consisted of an
American,
French
or
Italian meal of dishes
prepared in the traditional
manner.
Today, chefs have the
opportunity to re-position
and question every aspect
of a meal – priming the
pump for the next great
innovation.
Particularly
with
the
influence
of
cooking
shows, magazines, and
the internet, independent
operators today have
much greater access to
the latest trends – and
can quickly jump on
board with the ones that
make the most sense for
them.
As consumers continue to
seek greater variety and
“newness” in the foods
they eat, casual dining
and QSR chains play the
primary role in helping
flavor trends proliferate
across a mass audience
base.
Even in today’s climate of
fast-paced change, newer
ingredients are spotty on
midscale menus – it takes
time and a successful
push
through
the
proliferation phase before
a trend achieves ubiquity,
establishing itself firmly in
the
American
mainstream.
 As evidenced by the incidence and penetration figures on the previous page, chipotle is
clearly in the proliferation stage, and can thus be counted on to continue growing in
the periods ahead.
the only system featuring
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With highly projectable data at the
individual segment level, MTD™ is a
predictive analysis system.
The Menu Influence Cycle enables
you to use information on current
trends to forecast where they are
most likely headed in future periods.
Accurate results require reliable data. With more than 5,800 menus, only MenuTrends DIRECT™ offers real projectable analysis.
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Top Flavors by Region
mexican-inspired dishes
INCIDENCE: % of all Mexican-inspired dishes that contain…
 Looking at the data regionally offers some particularly
instructive insights.
Restaurants in the West, for
example, are notable more likely to feature guacamole in
their Mexican-inspired dishes (note that since these figures are
taken as a percentage of Mexican-inspired dishes, any regional bias with
regard to overall Mexican popularity has already been factored out).
 In other words, not only are Western restaurants more
likely to menu Mexican-inspired dishes (as we have
previously observed), those that do are also more likely
to feature guacamole in those dishes (this double-whammy
indicates that there is a lot more guacamole served in the West).
 A similar observation can be made for Chipotle, which is
much more popular in the West and far less so in the
Northeast.
 The South, meanwhile, is far more prone to use Picante
and Pico de Gallo.
Sour Cream
Salsa
Pepper
Guacamole
Chipotle
Pico de Gallo
Jalapeno
Pepperjack
Picante
Tequila
West
Midwest
South
28.5%
28.1%
17.3%
17.8%
13.0%
9.9%
6.0%
3.6%
0.3%
1.4%
33.2%
27.5%
21.9%
9.2%
12.5%
6.7%
7.8%
2.5%
0.5%
0.8%
27.4%
21.8%
15.8%
10.5%
10.7%
14.3%
9.0%
1.2%
3.8%
0.6%
NorthEast
39.1%
40.1%
24.3%
17.5%
7.5%
6.9%
9.0%
1.7%
0.2%
0.6%
ALL
30.6%
28.0%
18.8%
14.1%
11.7%
9.8%
7.5%
2.6%
1.2%
1.0%
PENETRATION: of those restaurants that serve Mexican-inspired
dishes, the % that serve at least one containing…
Sour Cream
Salsa
Pepper
Guacamole
Chipotle
Pico de Gallo
Jalapeno
Pepperjack
Picante
Tequila
West
Midwest
South
54.4%
54.6%
44.9%
35.5%
27.4%
17.0%
17.3%
10.9%
0.9%
4.7%
61.0%
55.1%
48.7%
20.8%
23.7%
12.3%
23.7%
8.5%
1.7%
3.0%
57.0%
45.1%
36.7%
24.1%
21.7%
24.8%
26.2%
4.2%
7.0%
2.4%
NorthEast
61.1%
64.8%
53.7%
25.9%
16.7%
10.5%
23.5%
4.3%
0.6%
1.9%
ALL
57.5%
53.7%
44.9%
28.0%
23.6%
17.1%
21.9%
7.7%
2.6%
3.3%
n = 5,408 Mexican-inspired appetizers, entrees, and side dishes
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projectable menu data
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that make analysis easier
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| Get the ORIGINAL. Get the BEST. Get MenuTrends DIRECT™.
Top Proteins
at mexican & varied menu restaurants
 No surprise here – chicken leads the protein pack for
both Mexican-inspired dishes (at varied menu
restaurants) as well as those dishes served at Mexican
restaurants.
 In general, the proteins found in Mexican-inspired dishes
and real Mexican dishes are typically the same, with just
a few notable exceptions…
 Bacon and turkey, for example, are much more common
in Mexican-inspired dishes (bacon largely because of
breakfast burritos, and turkey owing heavily to
sandwiches).
 Likewise, pork and carne (the Spanish word for “meat,”
but typically in reference to grilled steak) are more
common at Mexican restaurants.
 Surprisingly, chorizo (a spicy sausage) is actually more
common in Mexican-inspired dishes – which suggests a
compatibility with Americanized tastes.
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Varied
Varied
Mexican
Menu
Menu Rank Incidence
Incidence
Chicken
Beef
Breast
Egg
Bacon
Steak
Shrimp
Meat
Turkey
Chorizo
Sausage
Pork
Crab
Ham
Fish
Wing
Salmon
Sirloin
Carne
Rib
Asada
Tuna
36.3%
11.7%
9.7%
7.2%
6.3%
5.4%
4.7%
3.2%
3.1%
2.6%
2.4%
2.1%
1.9%
1.8%
1.6%
1.2%
1.0%
0.9%
0.9%
0.8%
0.8%
0.7%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
26.3%
19.6%
3.6%
3.5%
1.7%
7.2%
6.5%
2.8%
0.2%
1.6%
1.1%
4.7%
0.9%
0.8%
1.7%
0.4%
0.2%
1.0%
3.4%
0.7%
2.2%
0.3%
Mexican
Rank
1
2
6
7
13
3
4
9
35
14
15
5
17
19
12
24
31
16
8
20
10
29
n = 5,408 Mexican-inspired appetizers, entrees, and side dishes
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Time Trends
category: proteins
 Surprisingly, ham leads the list of fastest growing proteins in Mexican-inspired dishes (at varied menu restaurants).
Much of this growth owes itself to the breakfast day part, where burritos, tacos, and even quesadillas are becoming
more commonplace.
 Asada is also a major mover, up 26.8%. (technically, asada is a preparation method that refers to grilling; in Mexican
cooking, however it helps distinguish protein are served, such as the difference between beef and steak)
 Salmon and fish in general are also on the rise, with impressive one year growth rates of 25.7% and 19.6%
respectively.
TOP GAINERS: PROTEINS
Perentage of all Mexican-Inspired Dishes
DEFINITIONS
(at varied menu restaurants)
Ham
Asada
Salmon
Breast
Steak
Bacon
Fish
Rib
Shrimp
Sirloin
Pork
Turkey
2006
2005
1.8%
0.8%
1.0%
9.7%
5.4%
6.3%
1.6%
0.8%
4.7%
0.9%
2.1%
3.1%
1.4%
0.6%
0.8%
7.9%
4.5%
5.2%
1.3%
0.7%
4.0%
0.8%
1.8%
2.8%
Net
Change
+31.5%
+26.8%
+25.7%
+23.4%
+21.0%
+20.3%
+19.6%
+18.4%
+17.3%
+16.4%
+14.9%
+11.8%
2006
Count
100
44
54
526
294
340
87
45
256
50
112
170
Common- Varied Menu
Rank
ality
rare
14
very rare
22
very rare
18
common
3
somwehat
6
somwehat
5
rare
15
very rare
21
somwehat
7
very rare
19
rare
12
somwehat
9
Mex Rest.
Rank
19
10
31
6
3
13
12
20
4
16
5
35
2006 / 2005: the percentage of Mexican-inspired dishes on
varied menus that contain that item, for each year.
NET CHANGE: the % change between the 2006 and 2005
incidence numbers
2006 COUNT: the total number of Mexican-inspired dishes
featuring that items at varied menu restaurants for the most
recent year.
COMMONALITY – how frequently that item is found in
Mexican-inspired dishes at varied menu restaurants.
VARIED MENU RANK: where that item ranks relative to all
others in the category, looking only at Mexican-inspired
dishes at varied menu restaurants.
MEXICAN RESTAURANT RANK: where that item ranks
relative to all others in the category, looking only at Mexican
restaurant menus.
n = 5,408 Mexican-inspired appetizers, entrees, and side dishes
the only system featuring
projectable menu data
the most accurate &
reliable results
better reporting with
far deeper analysis
more powerful features
that make analysis easier
Accurate results require reliable data. With more than 5,800 menus, only MenuTrends DIRECT™ offers real projectable analysis.
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Top Cheeses
at mexican & varied menu restaurants
 The cheeses that are most popular at Mexican
restaurants are not always the same as those in
Mexican-inspired dishes (at varied menu places).
 Whereas Jack is tops in Mexican places, cheddar heads
the list in varied menu places.
 On a grand scale, however, the two lists match up fairly
consistently – the top four cheeses are the same for both
Mexican-inspired dishes and Mexican restaurant cheeses
(although the rankings do shift).
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Varied
Varied
Mexican
Menu
Menu Rank Incidence
Incidence
Cheddar
Jack
Monterey
Queso
Mozzarella
Pepperjack
Parmesan
Swiss
Feta
American
Provolone
Goat
Colby
Asiago
23.7%
17.2%
5.3%
2.9%
2.9%
2.5%
1.8%
1.7%
1.0%
0.8%
0.8%
0.5%
0.4%
0.3%
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1
2
3
4
5
6
7
8
9
10
11
12
13
14
2.9%
4.6%
1.9%
2.9%
0.2%
0.2%
0.6%
0.2%
0.2%
0.4%
0.0%
0.2%
0.1%
0.0%
Mexican
Rank
3
1
4
2
7
10
5
9
11
6
14
8
12
22
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Time Trends
category: cheeses
 Although it is only the 6th most common cheese in Mexican-inspired dishes, Pepperjack is by far the one that’s
growing fastest on varied menus today – with a 67% increase in relative incidence over the past year.
 Other big gainers include parmesan (+26.1%), American (+18.2%), Monterey (+13.7%), Jack (+12.9%), and
Queso (+9.5%).
DEFINITIONS
TOP GAINERS: CHEESES
Perentage of all Mexican-Inspired Dishes
2006 / 2005: the percentage of Mexican-inspired dishes on
varied menus that contain that item, for each year.
(at varied menu restaurants)
Pepperjack
Parmesan
American
Monterey
Jack
Queso
Provolone
Swiss
Mozzarella
Feta
2006
2005
2.5%
1.8%
0.8%
5.3%
17.2%
2.9%
0.8%
1.7%
2.9%
1.0%
1.4%
1.4%
0.7%
4.4%
14.4%
2.5%
0.8%
1.6%
2.8%
1.0%
Net
Change
+76.4%
+31.8%
+23.8%
+20.2%
+19.6%
+17.3%
+6.5%
+5.0%
+0.8%
-0.3%
2006
Count
137
98
45
284
929
159
44
92
155
56
Common- Varied Menu
Rank
ality
rare
6
rare
7
very rare
10
somwehat
3
very
2
rare
4
very rare
11
rare
8
rare
5
rare
9
Mex Rest.
Rank
10
5
6
4
1
2
14
9
7
11
NET CHANGE: the % change between the 2006 and 2005
incidence numbers
2006 COUNT: the total number of Mexican-inspired dishes
featuring that items at varied menu restaurants for the most
recent year.
COMMONALITY – how frequently that item is found in
Mexican-inspired dishes at varied menu restaurants.
VARIED MENU RANK: where that item ranks relative to all
others in the category, looking only at Mexican-inspired
dishes at varied menu restaurants.
MEXICAN RESTAURANT RANK: where that item ranks
relative to all others in the category, looking only at Mexican
restaurant menus.
n = 5,408 Mexican-inspired appetizers, entrees, and side dishes
the only system featuring
projectable menu data
the most accurate &
reliable results
better reporting with
far deeper analysis
more powerful features
that make analysis easier
Accurate results require reliable data. With more than 5,800 menus, only MenuTrends DIRECT™ offers real projectable analysis.
| Get the ORIGINAL. Get the BEST. Get MenuTrends DIRECT™.
Top Flavors
at mexican & varied menu restaurants
Varied
Varied
Mexican
Menu
Menu Rank Incidence
Incidence
 Mexican and Mexican-inspired dishes are menued with a
broad array of sauces and flavors.
Sour Cream
Salsa
Pepper
Guacamole
Chipotle
Pico de Gallo
Jalapeno
Ranch
Mayonnaise
Pepperjack
Sweet
Vinaigrette
Honey
Caesar
Cajun
Buffalo
Picante
Chilies
Mustard
Tequila
Aioli
Butter
Mesquite
Relish
 Sour cream, salsa, pepper, and guacamole are the
mainstays – each making the top list of top four flavors
for both Mexican and Mexican-inspired dishes.
 Chipotle, a relative newcomer to varied menus, shows
amazing strength as the fifth most common flavor in
Mexican-inspired dishes.
 Particularly interesting is the large disparity between
Chipotle’s incidence rates for Mexican-inspired and
Mexican dishes (11.7% in varied menu, versus just 1.3%
in Mexican restaurants).
 This indicates that US restaurants are making big bets on
chipotle, relying on it far more than even Mexican
restaurants do.
30.6%
28.0%
18.8%
14.1%
11.7%
9.8%
7.5%
5.9%
3.9%
2.5%
2.3%
2.0%
1.7%
1.5%
1.5%
1.3%
1.2%
1.1%
1.0%
1.0%
0.8%
0.8%
0.8%
0.7%
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
13.9%
6.0%
7.1%
14.9%
1.3%
5.2%
2.2%
0.8%
0.5%
0.2%
0.7%
0.5%
0.4%
0.6%
0.1%
0.2%
0.1%
0.1%
0.4%
0.2%
0.1%
1.1%
0.6%
0.2%
Mexican
Rank
2
4
3
1
7
5
6
10
16
24
11
15
18
14
36
20
39
32
17
24
33
8
12
21
n = 5,408 Mexican-inspired appetizers, entrees, and side dishes
the only system featuring
projectable menu data
the most accurate &
reliable results
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Time Trends
category: sauces & flavors
 A number of Mexican flavors are literally exploding onto varied menus, growing dramatically in just one year. Chipotle leads
the charge with an astounding 104.5% growth rate (buffalo, often with Mexican-flavored wings, also grew quickly, but is much
less common overall).
 As Mexican flavors are now being used more commonly in non-Mexican dishes, many non-Mexican flavors are also growing
rapidly as well (buffalo, bleu cheese, mayonnaise, etc.); this is a testament to the versatility of Mexican flavors, which
complement many other types as well.
TOP GAINERS: SAUCES & FLAVORS
Perentage of all Mexican-Inspired Dishes
(at varied menu restaurants)
Chipotle
Buffalo
Tequila
Relish
Bleu
Pepperjack
Ranch
Aioli
Mayonnaise
Butter
Cajun
Citrus
Sweet
Caesar
Mustard
Pico de Gallo
2006
2005
11.7%
1.3%
1.0%
0.7%
0.7%
2.5%
5.9%
0.8%
3.9%
0.8%
1.5%
0.6%
2.3%
1.5%
1.0%
9.8%
5.7%
0.6%
0.5%
0.4%
0.4%
1.4%
3.5%
0.5%
2.4%
0.5%
0.9%
0.4%
1.5%
1.0%
0.7%
7.1%
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Net
Change
+104.5%
+101.7%
+95.7%
+81.5%
+81.5%
+76.4%
+69.7%
+69.4%
+60.3%
+58.8%
+54.2%
+51.3%
+48.8%
+48.5%
+41.2%
+38.8%
2006
Count
632
70
55
36
36
137
317
42
212
42
79
30
123
81
56
530
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Common- Varied Menu
Rank
ality
5
common
rare
16
rare
20
very rare
24
very rare
25
rare
10
somwehat
8
very rare
21
somwehat
9
very rare
22
rare
15
very rare
29
rare
11
rare
14
rare
19
6
common
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Mex Rest.
Rank
7
20
24
21
22
24
10
33
16
8
36
23
11
14
17
5
DEFINITIONS
2006 / 2005: the percentage of Mexican-inspired dishes on
varied menus that contain that item, for each year.
NET CHANGE: the % change between the 2006 and 2005
incidence numbers
2006 COUNT: the total number of Mexican-inspired dishes
featuring that items at varied menu restaurants for the most
recent year.
COMMONALITY – how frequently that item is found in
Mexican-inspired dishes at varied menu restaurants.
VARIED MENU RANK: where that item ranks relative to all
others in the category, looking only at Mexican-inspired
dishes at varied menu restaurants.
MEXICAN RESTAURANT RANK: where that item ranks
relative to all others in the category, looking only at Mexican
restaurant menus.
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Product-Specific Flavors
a look at the proteins, cheese, sauces, and other ingredients by major item type
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Menu Part Analysis
appetizers & sides vs. entrees
Figures based on all incidences of the named item categories –
including those found on both Mexican and varied menus.
 Appetizer applications are rare for the most common item types. As
seen here, tacos, burritos, enchiladas, chile rellenos, and
chimichangas are served as entrees the vast majority of the time.
Tamales, taquitos, and flautas, are more often menued as appetizers
– but these are less common items overall.
Distribution by Menu Part
Appetizer / Side
Taco
 This introduces an interesting situation – the dishes consumers know
best are rarely offered as appetizers – while lesser known dishes
often are. As many consumers tend to be drawn to what they know,
less adventurous diners may pass over appetizers they have no
experience with, such as flautas and taquitos.
 This relative dearth of appetizer / mini tacos and burritos offers a
potential opportunity: these items are well known to consumers and
have several characteristics that make them very adaptable as
appetizers (can be a finger food, can feature a dipping sauce, can be
portioned for sharing, etc.).
 That said, focusing on flautas, taquitos, and tamales, may offer a
way to leverage more progressive appetizers. Meanwhile, offering
mini tacos and burritos could be a way to open a new market
entirely, using products that consumers already know.
Taco
Burrito
Enchilada
Tamale
Relleno
Chimichanga
Taquito
Flauta
Chalupa
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Appetizer/Side
6.4%
3.7%
4.2%
15.8%
7.4%
7.0%
37.4%
16.6%
6.7%
Burrito
Enchilada
Tam ale
Relleno
Chim ichanga
Entrée
93.6%
96.3%
95.8%
84.2%
92.6%
93.0%
62.6%
83.4%
93.3%
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Entrée
Taquito
Flauta
Chalupa
0%
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20%
40%
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that make analysis easier
60%
80%
100%
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Tacos
top ingredients, flavors, and prep methods
 While tacos are predominantly either beef or chicken (the two are in a virtual first place
tie), other proteins including steak, fish, pork, are somewhat common as well.
 Cheddar is the most often menued taco cheese.
 Guacamole tops the list of sauces and flavors, edging out sour cream.
 Operators use several different prep methods and descriptors for their tacos – from
“topped” and “filled” to “covered” and “sauteed.”
Proteins
Beef
Chicken
Steak
Fish
Ground
Carne
Pork
Shrimp
Breast
35.2%
34.3%
7.5%
7.1%
6.5%
6.2%
4.4%
3.0%
1.5%
Cheeses
Cheddar
Queso
Jack
Monterey
5.1%
3.7%
3.3%
1.4%
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Vegetables
Lettuce
Tomato
Onion
Olive
Potato
19.2%
17.1%
10.9%
2.6%
1.7%
Other Items
Bean
32.2%
Rice
25.3%
Tortilla
25.1%
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Sauces / Flavors
Guacamole
13.6%
Sour Cream
11.7%
Salsa
11.0%
Pico de Gallo
8.7%
Chile
4.8%
Chili
4.7%
Cilantro
4.7%
Fajita
4.2%
Pepper
3.2%
Red
3.0%
Spicy
2.4%
Avocado
2.0%
Jalapeno
1.9%
Lime
1.5%
Ranchero
1.2%
Tomatillo
1.2%
Chipotle
1.1%
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Prep Methods / Descriptors
Topped
9.9%
Filled
9.5%
Crispy
9.4%
Grilled
9.1%
Shredded
9.0%
Refried
7.5%
Fresh
6.0%
Asada
5.2%
Stuffed
4.9%
Seasoned
4.1%
Fried
4.0%
Crisp
4.0%
Marinated
2.9%
Diced
2.7%
Rolled
2.6%
Mini
2.6%
Platter
2.4%
Baja
1.9%
Covered
1.8%
Sauteed
1.7%
Chopped
1.7%
Tender
1.5%
Homemade
1.4%
Melted
1.3%
Charbroiled
1.2%
Wrapped
1.1%
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Burritos
top ingredients, flavors, and prep methods
 Again, beef and chicken run neck and neck for the protein lead, with steak, pork
(carnitas), egg (largely from breakfast burritos), shrimp, and fish also somewhat
common.
 Beans are a key ingredient, found inside or alongside 50% of menued burritos.
 Here, sour cream finishes ahead of guacamole (whereas the reverse is true for tacos).
Topping sauces such as “ranchero” (4.1%) also turn up.
 Burritos are often topped with an item (22.6%) such as a sauce or melted cheese.
Proteins
Beef
Chicken
Steak
Pork
Egg
Ground
Carne
Shrimp
Breast
Fish
29.2%
28.8%
7.7%
7.2%
7.1%
6.3%
4.3%
2.5%
1.6%
1.5%
Cheeses
Cheddar
Jack
Queso
Monterey
6.7%
6.5%
2.5%
1.9%
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Vegetables
Tomato
Lettuce
Onion
Potato
Mushroom
Olive
Spinach
18.0%
16.4%
14.5%
2.9%
1.9%
1.8%
1.4%
Other Items
Bean
49.9%
Rice
32.7%
Tortilla
27.7%
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Sauces / Flavors
Sour Cream
22.1%
Guacamole
16.1%
Salsa
14.7%
Chile
9.2%
Red
8.1%
Pepper
7.2%
Chili
5.6%
Pico de Gallo
5.5%
Verde
4.5%
Ranchero
4.1%
Fajita
4.1%
Spicy
3.3%
Mild
2.4%
Avocado
2.4%
Cilantro
2.0%
Tomatillo
1.4%
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Prep Methods / Descriptors
Topped
22.6%
Filled
12.5%
Refried
8.3%
Melted
8.1%
Grilled
8.0%
Stuffed
7.8%
Shredded
7.3%
Fresh
6.4%
Wrapped
4.6%
Smothered
4.3%
Covered
4.1%
Rolled
4.0%
Fried
3.8%
Asada
3.3%
Seasoned
3.2%
Sauteed
2.8%
Marinated
2.2%
Tender
2.0%
Roasted
1.8%
Diced
1.7%
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Topped Burritos
a few interesting examples
ACAPULCO VERDE
burrito acapulco of your choice smothered w/ green chili sauce,
melted jack & cheddar, cheese & topped w/ sour cream.
ASADA BURRITO
a flour tortilla filled with grilled steak or chicken and pico de
gallo. topped with delicious salsa ranchera and cheese.
CHILE VERDE
BURRITO
a flour tortilla filled with chunks of sauteed pork and onions
simmered in tomatoes and chiles. topped with salsa ranchera
and cheese.
THE BUGGY
BURRITO
our very own burrito filled with your choice of chicken, steak or
ground beef topped with mole sauce, ranchera and monterey
jack cheese.
CARNITAS
BURRITO
choice of chicken or steak carnitas with mexican rice, refried
beans; topped with burrito sauce, jack, cheddar, and cotija
cheese.
GRILLED
VEGETABLE
BURRITO
grilled veggies, rice, black beans, rolled in a flour tortilla, topped
with our spicy chipotle salsa, and melted jack cheese.
GARDEN BURRITO
grilled zucchini, onions, tomatoes, red and green bell peppers
and spinach in a flour tortilla, smothered with ranchero sauce
and cheddar cheese.
EL SEGUNDO
BURRITO
a flour tortilla stuffed full of sheredded beef, beans, guacamole,
sour cream and onions, rolled and topped with chili con queso
and tomatoes.
MESA GRANDE
BURRITO
a healthy burrito stuffed full of chicken fajita meat, pico de gallo,
black beans and rice. topped with chipotle chili sauce and
scallions.
GRILLED
VEGETABLE
BURRITO
grilled veggies, rice, black beans, rolled in a flour tortilla, topped
with our spicy chipotle salsa, and melted jack cheese.
BREAKFAST
BURRITO
a large flour tortilla filled with scrambled eggs, cheddar cheese,
tomatoes, onions & green pepper, topped with ranchera sauce.
 Ranchero sauce (which consists of tomatoes, onions,
green chilies, and seasonings) is a favorite topper for
burritos, and it present in a few of the “topped” burrito
examples shown here.
 Melted cheese is also a frequent topper – often along
with a sauce – transforming the burrito into a fork &
knife dining experience.
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Enchiladas
top ingredients, flavors, and prep methods
 Here again we witness the dominance of chicken and beef – which lead all other
enchilada proteins by a very wide margin.
 Whereas cheddar is the top taco cheese, Jack springs to the head of the list among
enchiladas – where it is nearly twice as popular as the next closest variety.
 Sour cream is very common with enchiladas, while guacamole is not nearly as much so.
Various sauces including red, mole (a spicy red sauce made from chiles and Mexican
chocolate), tomatillo, ranchero, and a variety of others.
Proteins
Chicken
Beef
Ground
Carne
Shrimp
Pork
Crab
Steak
Seafood
Egg
Breast
41.5%
32.8%
5.6%
5.0%
4.8%
3.6%
3.2%
2.7%
2.6%
1.3%
1.2%
Cheeses
Jack
Cheddar
Monterey
Queso
9.0%
4.7%
4.4%
4.2%
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Vegetables
Onion
Tomato
Lettuce
Spinach
Mushroom
Potato
Olive
11.6%
8.5%
6.6%
4.7%
2.7%
1.1%
1.0%
Other Items
Bean
38.6%
Rice
38.6%
Tortilla
22.2%
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Sauces / Flavors
Sour Cream
22.0%
Chile
10.3%
Guacamole
9.2%
Red
8.7%
Chili
7.9%
Ranchero
7.3%
Salsa
5.7%
Verde
5.4%
Tomatillo
4.6%
Mole
3.9%
Pepper
3.4%
Pico de Gallo
3.3%
Fajita
2.9%
Spicy
2.9%
Avocado
2.6%
Poblano
1.9%
Cilantro
1.8%
Mild
1.8%
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Prep Methods / Descriptors
Topped
31.2%
Filled
9.7%
Refried
8.8%
Melted
8.7%
Stuffed
7.5%
Covered
7.5%
Shredded
5.9%
Rolled
5.6%
Smothered
4.4%
Grilled
3.8%
Fresh
3.4%
Sauteed
3.0%
Crispy
2.3%
Fried
2.1%
Seasoned
2.1%
Wrapped
1.5%
Homemade
1.5%
Roasted
1.5%
Asada
1.3%
Tender
1.3%
Platter
1.0%
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Tamales
top ingredients, flavors, and prep methods
 Whereas chicken and beef dominate several other types of Mexican dishes, pork is
roughly on par with those proteins in the world of tamales.
 Corn is a primary ingredient in Tamales (made from a cornmeal porridge and served in
a corn husk), and are appropriately the most often specified vegetable.
 Sour cream and guacamole – which typically head the list of sauces and flavors, drop
down a few notches here, as they are a comparatively rare tamale condiment. Instead,
spicy chilis / chiles take the top spot.
Proteins
Chicken
Beef
Pork
Carne
Ground
Steak
23.3%
21.8%
20.2%
4.4%
2.3%
1.4%
Cheeses
Queso
Jack
Cheddar
Monterey
4.3%
2.8%
1.8%
1.5%
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Vegetables
Corn
Tomato
Onion
Lettuce
Spinach
Olive
Potato
19.5%
4.4%
3.8%
2.8%
1.8%
1.2%
1.1%
Other Items
Bean
28.7%
Rice
26.4%
Tortilla
2.0%
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Sauces / Flavors
Chili
16.7%
Chile
15.0%
Sour Cream
7.4%
Red
7.2%
Guacamole
6.4%
Salsa
5.2%
Spicy
3.8%
Pico de Gallo
2.9%
Ranchero
2.5%
Pepper
2.3%
Mild
2.3%
Verde
2.1%
Tomatillo
2.0%
Mole
1.5%
Poblano
1.4%
Fajita
1.2%
Jalapeno
1.2%
Avocado
1.1%
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Prep Methods / Descriptors
Topped
11.8%
Homemade
7.5%
Refried
7.2%
Steamed
7.1%
Wrapped
5.8%
Filled
5.7%
Shredded
4.4%
Fresh
4.3%
Stuffed
4.1%
Smothered
3.8%
Melted
3.7%
Covered
3.2%
Crispy
2.9%
Tender
2.3%
Roasted
2.3%
Seasoned
2.1%
Platter
1.7%
Fried
1.4%
Grilled
1.1%
Rolled
1.1%
Mini
1.1%
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Ingredient Summaries
proteins
 Chicken and beef are strong in every category, and particularly so with less common items such as chimichangas,
taquitos, and flautas.
 Fish, while popular with tacos, is not nearly as strong in any other category.
 Chile rellenos, while occasionally containing a meat, are more often meatless – as evidenced by the low protein
incidence rates shown below.
Chicken
Beef
Ground
Steak
Carne
Pork
Fish
Shrimp
Breast
Egg
Crab
Seafood
Taco
34.3%
35.2%
6.5%
7.5%
6.2%
4.4%
7.1%
3.0%
1.5%
-
Burrito
28.8%
29.2%
6.3%
7.7%
4.3%
7.2%
1.5%
2.5%
1.6%
7.1%
-
Enchilada
41.5%
32.8%
5.6%
2.7%
5.0%
3.6%
4.8%
1.2%
1.3%
3.2%
2.6%
Tamale
23.3%
21.8%
2.3%
1.4%
4.4%
20.2%
-
Relleno
11.7%
16.8%
2.7%
1.8%
3.1%
2.9%
10.8%
-
Chimichanga
58.3%
59.0%
8.9%
3.5%
3.4%
7.1%
1.2%
6.2%
1.7%
2.9%
3.9%
Taquito
55.3%
43.9%
1.7%
3.0%
2.1%
1.1%
1.7%
-
Flauta
55.3%
43.9%
1.7%
3.0%
2.1%
1.1%
1.7%
-
Chalupa
27.9%
35.1%
3.4%
2.7%
0.8%
-
Items with low incidence are represented as a “-”. Note that this does not indicate a 0 incidence rate; instead, it simply means that the item is
far beyond the bounds of mass popularity.
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Ingredient Summaries
cheeses & other items
 The types of cheese utilized are largely dependent on the type of item. For example, while Jack is typically the
most common cheese in these categories, cheddar rises to the top in tacos, burritos, and chalupas.
Jack
Cheddar
Queso
Monterey
Taco
3.3%
5.1%
3.7%
1.4%
Burrito
6.5%
6.7%
2.5%
1.9%
Enchilada
9.0%
4.7%
4.2%
4.4%
Tamale
2.8%
1.8%
4.3%
1.5%
Relleno
9.1%
1.5%
2.4%
4.4%
Chimichanga
5.7%
4.2%
4.9%
2.4%
Taquito
3.2%
1.7%
3.4%
1.3%
Flauta
3.2%
1.7%
3.4%
1.3%
Chalupa
1.5%
2.3%
11.1%
0.8%
 Beans, rice, and tortillas are mainstays with virtually every category – either as an ingredient or served alongside
the main item.
 Beans reach a zenith in burritos, chimichangas (a fried burrito), and chalupas (a fried, stuffed corn tortilla).
 Both beans and rice are considerably less common with skinnier items such as taquitos and flautas, which not only
have less room to hold fillings but are also more likely to be served as appetizers (and thus are less likely to
feature beans and rice on the side).
Bean
Rice
Tortilla
Taco
32.2%
25.3%
25.1%
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Burrito
49.9%
32.7%
27.7%
Enchilada
38.6%
38.6%
22.2%
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Tamale
28.7%
26.4%
2.0%
Relleno
30.0%
27.4%
11.2%
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Chimichanga
51.8%
42.3%
47.7%
Taquito
18.9%
15.3%
33.8%
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Flauta
18.9%
15.3%
33.8%
Chalupa
59.2%
22.1%
20.2%
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Ingredient Summaries
vegetables
 As far as vegetables go, these Mexican items most often contain lettuce, tomatoes, and onions.
 Specialty vegetables (such as eggplant or other vegetables that fall outside the realm of the ordinary) are rare and
have yet to penetrate Mexican dishes with any significant impact.
Lettuce
Tomato
Onion
Olive
Potato
Spinach
Mushroom
Taco
19.2%
17.1%
10.9%
2.6%
1.7%
-
Burrito
16.4%
18.0%
14.5%
1.8%
2.9%
1.4%
1.9%
Enchilada
6.6%
8.5%
11.6%
1.0%
1.1%
4.7%
2.7%
Tamale
2.8%
4.4%
3.8%
1.2%
1.1%
1.8%
-
Relleno
5.6%
7.3%
3.1%
1.8%
1.3%
Chimichanga
20.2%
14.3%
7.3%
1.7%
1.2%
1.7%
Taquito
17.2%
14.4%
3.9%
2.1%
-
Flauta
17.2%
14.4%
3.9%
2.1%
-
Chalupa
33.2%
29.8%
5.3%
0.8%
1.1%
-
Items with low incidence are represented as a “-”. Note that this does not indicate a 0 incidence rate; instead, it simply means that the item is
far beyond the bounds of mass popularity.
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Ingredient Summaries
sauces and flavors
Sour Cream
Guacamole
Chile
Salsa
Chili
Pico de Gallo
Red
Pepper
Ranchero
Fajita
Spicy
Cilantro
Avocado
Tomatillo
Verde
Poblano
Jalapeno
Brown
Mole
Mild
Lime
Chipotle
Taco
11.7%
13.6%
4.8%
11.0%
4.7%
8.7%
3.0%
3.2%
1.2%
4.2%
2.4%
4.7%
2.0%
1.2%
1.9%
1.5%
1.1%
Burrito
22.1%
16.1%
9.2%
14.7%
5.6%
5.5%
8.1%
7.2%
4.1%
4.1%
3.3%
2.0%
2.4%
1.4%
4.5%
2.4%
-
Enchilada
22.0%
9.2%
10.3%
5.7%
7.9%
3.3%
8.7%
3.4%
7.3%
2.9%
2.9%
1.8%
2.6%
4.6%
5.4%
1.9%
3.9%
1.8%
-
Tamale
7.4%
6.4%
15.0%
5.2%
16.7%
2.9%
7.2%
2.3%
2.5%
1.2%
3.8%
1.1%
2.0%
2.1%
1.4%
1.2%
1.5%
2.3%
-
Relleno
7.1%
9.3%
76.4%
4.5%
10.6%
4.7%
19.7%
7.6%
1.1%
2.8%
1.0%
1.5%
13.1%
2.5%
6.2%
-
Chimichanga
57.5%
48.2%
7.3%
8.9%
6.6%
12.0%
4.7%
4.7%
7.4%
3.5%
6.2%
1.5%
3.4%
11.6%
-
Taquito
44.7%
60.6%
2.2%
9.7%
3.4%
5.0%
3.2%
2.8%
7.9%
1.1%
4.9%
2.4%
1.3%
0.9%
2.6%
3.9%
-
Flauta
44.7%
60.6%
2.2%
9.7%
3.4%
5.0%
3.2%
2.8%
7.9%
1.1%
4.9%
2.4%
1.3%
0.9%
2.6%
3.9%
-
Chalupa
19.1%
35.1%
13.4%
1.1%
9.2%
2.3%
1.1%
3.8%
1.1%
1.1%
1.5%
0.8%
1.5%
1.5%
-
Items with low incidence are represented as a “-”. Note that this does not indicate a 0 incidence rate; instead, it simply means that the item is
far beyond the bounds of mass popularity.
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Ingredient Summaries
preparation methods and descriptors
Topped
Filled
Shredded
Stuffed
Refried
Fried
Crispy
Grilled
Fresh
Rolled
Covered
Melted
Seasoned
Crisp
Asada
Platter
Mini
Wrapped
Sauteed
Marinated
Homemade
Diced
Smothered
Tender
Chopped
Taco
9.9%
9.5%
9.0%
4.9%
7.5%
4.0%
9.4%
9.1%
6.0%
2.6%
1.8%
1.3%
4.1%
4.0%
5.2%
2.4%
2.6%
1.1%
1.7%
2.9%
1.4%
2.7%
1.5%
1.7%
Burrito
22.6%
12.5%
7.3%
7.8%
8.3%
3.8%
8.0%
6.4%
4.0%
4.1%
8.1%
3.2%
3.3%
4.6%
2.8%
2.2%
1.7%
4.3%
2.0%
-
Enchilada
31.2%
9.7%
5.9%
7.5%
8.8%
2.1%
2.3%
3.8%
3.4%
5.6%
7.5%
8.7%
2.1%
1.3%
1.0%
1.5%
3.0%
1.5%
4.4%
1.3%
-
Tamale
11.8%
5.7%
4.4%
4.1%
7.2%
1.4%
2.9%
1.1%
4.3%
1.1%
3.2%
3.7%
2.1%
1.7%
1.1%
5.8%
7.5%
3.8%
2.3%
-
Relleno
13.7%
7.1%
2.4%
32.0%
7.7%
12.0%
1.5%
5.3%
5.6%
1.2%
4.6%
3.9%
1.7%
1.5%
1.0%
3.1%
1.7%
Chimichanga
41.0%
20.7%
16.4%
15.3%
12.6%
48.7%
7.6%
3.0%
2.7%
7.4%
5.7%
4.7%
4.9%
6.7%
1.9%
3.9%
4.6%
1.9%
1.9%
3.9%
1.5%
-
Taquito
15.1%
12.5%
14.0%
12.1%
2.4%
22.8%
8.6%
2.2%
4.5%
20.6%
0.9%
3.6%
6.9%
6.9%
6.2%
2.2%
1.5%
2.1%
1.3%
1.1%
-
Flauta
15.1%
12.5%
14.0%
12.1%
2.4%
22.8%
8.6%
2.2%
4.5%
20.6%
0.9%
3.6%
6.9%
6.9%
6.2%
2.2%
1.5%
2.1%
1.3%
1.1%
-
Chalupa
19.1%
2.3%
5.3%
1.1%
14.1%
5.7%
8.4%
0.8%
2.7%
4.6%
2.7%
2.7%
8.0%
0.8%
0.8%
0.8%
0.8%
Items with low incidence are represented as a “-”. Note that this does not indicate a 0 incidence rate; instead, it simply means that the item is
far beyond the bounds of mass popularity.
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Pricing Opportunities
how Mexican items are priced… from budget to premium
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Entrée Price Distribution
all segments
Price Distribution: All Segments
(percentage of entrée items priced below…)
 As expected, prices tend to scale with segment – items
are less expensive in QSR and priced higher in Casual
Dining.
 Taco prices scale the most, from an average of $3.70 in
QSR to $6.75 in Casual Dining (an increase of 82%).
Burrito prices, meanwhile, increase 58% from QSR to
Casual.
AVERAGE
PRICES
Taco
Enchilada
Burrito
Chimichanga
Taquito
Flauta
Chalupa
100%
Taco
Enchilada
Burrito
Chimichanga
Taquito
Flauta
Chalupa
90%
80%
70%
chalupa
enchilada
60%
QSR
$
$
$
$
$
$
$
3.70
5.61
4.92
6.10
6.30
7.98
4.27
Midscale
$
$
$
$
$
$
$
5.72
7.06
6.17
7.23
7.09
7.39
5.53
Casual
$
$
$
$
$
$
$
6.75
8.09
7.81
8.06
7.20
7.75
6.26
40%
20%
READING THIS GRAPH
10%
The yellow line (tacos), for example, crosses the $3 point at the 30%
threshold. This means that 30% of tacos are priced at or below $3. By
contrast, only 10% of burritos (the green line) meet the same criteria.
burrito
taco
30%
Item in red indicate a small sample size (fewer than 100 data points)
This chart plots the cumulative percentage of dishes that are priced UNDER a
certain dollar amount. It provides greater fidelity than a simple average price
analysis, showing how prices are actually distributed on menus.
median prices
50%
taquito
flauta
chimichanga
0%
$-
$1
$2
$3
$4
$5
$6
$7
Median prices are represented in the middle of the graph – this is the price
level at which 50% of dishes are priced higher, and 50% are priced lower.
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$8
$9
$10
$11
$12
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Ideation Examples
innovative applications, notable dishes, and other insights to spur ideation
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Mini Tacos
excerpts of the few
ANTOJITOS
PLATTER
a combination of taquitos, flautas, mini tacos, quesadillas,
chicken wings, tostadas and nachos
MEXICAN SAMPLER
11 mini tacos, 5 poppers, 5 mini burritos, chips & salsa. served
with sour cream, salsa and ranch dressing.
MINI TACOS
12 mini tacos deep-fried & served w/ sour cream & mexican
salsa
ROLLED TACOS
5 crispy rolled tacos filled with grilled chicken and topped with
melted cheese & guacamole
MINI TACOS
a bar favorite! 2 inch tortillas filled with seasoned taco meat,
deep-fried. served with sour cream and salsa.
FIESTA PLATTER
a mexican assortment of rolled tacos, nachos, moose wings &
quesadilla, served with ranch dip.
MINI TACOS
bite sized tacos served with salsa and sour cream
MINI TACOS
delicious deep fried. served with sour cream and salsa.
COMBO PLATTER
includes: chicken fingers, onion rings, poppers, mini tacos,
potato pancakes, and a cheese stick.
"MEXICAN"
SAMPLER
APPETIZER
mini burritos, mini tacos, taquitos, chips, guacamole & salsa
MINI TACOS
small taco shells stuffed with meat and cheese, served with bleu
cheese and salsa.
 Mini tacos are still relatively rare on menus (although
taquitos are themselves similar to mini tacos, restaurants
tend to market them differently – “mini tacos” are
presented in a way that’s more familiar to customers,
while “taquitos” may be a more advanced dish).
 When mini tacos are menued, they are often done so in
combination plates, alongside either other Mexican items
(such as mini burritos) or other mainstream appetizers
(cheese sticks, etc.).
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Appetizer Taquitos
menu excerpts
 With their greater appetizer legacy, taquitos tend to be
far more innovative than mini tacos (which are typically
very plain).
TAQUITOS EL
MARIACHI
2 corn tortillas filled with pork, cilantro, and onions topped with
green salsa and cotija cheese
TAQUITOS DE PAPA
5 mini potato slices. served with guacamole and sour cream.
CHIPOTLE CHICKEN
TAQUITOS
a platter of taquitos with cheese, guacamole and salsa
TAQUITO SUNRISE
chicken or beef, rolled in a corn or flour tortilla, served with
oaxacan guacamolito salsa and mexican crema.
MAINE LOBSTER
TAQUITOS
jack cheese, orange scented black bean sauce, pico de gallo and
seasoned sour cream
TAQUITOS
rolled in red and blue corn tortillas with tomatillo - avocado
sauce and red pepper dip.
CHICKEN
TAQUITOS
shredded seasoned chicken rolled in corn tortillas topped with
melted cheese and pico de gallo. served with salsa and
guacamole
TAQUITOS
six corn tortillas stuffed with seasoned chicken, hand-rolled and
deep fried, served with sour cream sauce or chili con queso.
CHICKEN
TAQUITOS
spicy chicken rolled in crisp red corn tortillas. served with fresh
tropical salsa and sweet jalapeno jelly
FIRECRACKER
SHRIMP TAQUITOS
spicy jumbo shrimp wrapped in corn tortillas and fried crisp.
served with black beans and a papaya-lime sauce.
CHICKEN
TAQUITOS
two fried flour tortillas with chicken and jack cheese; topped
with tomatoes, cotija cheese, sour cream, guacamole.
 Novel ingredients and flavors including lobster, jalapeno
jelly, oaxacan guacamolito salsa, shrimp, and papayalime sauce make these taquitos more interesting for the
progressive diner.
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Mini Burritos & Chimichangas
menu excerpts
MINI SEAFOOD
BURRITO
with shrimp, scallops and crabmeat
TIO'S APPETIZERS
SAMPLER
two taco fingers, two burrito fingers, small quesadilla, nachos,
guacamole & sour cream
IXTAPA SPECIAL
small deep-fried burritos chicken or picadillo, with cheese,
guacamole, sour cream, tomatoes and onions
 Operators tend to be more creative with mini burritos
and mini-chimichangas than they are with mini tacos.
COMBO APPETIZER onion rings, chicken strips, zucchini, mini burritos and mozzarella
sticks. served with our rich meat sauce and cool ranch dip.
PLATE
 Here we see a few hints of interesting ingredients
including seafood, jalapeno cream cheese, and avocado
cilantro sauce.
BURRITO FINGERS
four deep fried mini burrito stuffed with beef, bears, cheese,
jalapenos and carrots. served with guacamole and sour cream
MINI CHIMIS
mini chimichangas served with jalapeños cream cheese
 Again, mini-burritos and mini-chimichangas are largely
offered as a component in a sampler platter, which can
include other Mexican and non-Mexican appetizers.
DUCK
CHIMICHANGAS
served with sour cream, salsa & guacamole
MINI
CHIMICHANGA
delicious! our southwest burrito loaded with smoked chicken,
roasted corn, & black beans, fried to perfection, served with
sour cream & guacamole.
SARAPES (6)
crispy miniature chicken chimichangas served with green or red
chile.
SOUTHWEST MINI
CHIMAS
small chimichangas stuffed with chicken, black beans, corn and
seasoning. served with a creamy avocado cilantro sauce.
EL MARIACHI
chimichangas, quesadillas, nachos, 3 flautas, hot wings,
guacamole and sour cream
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Chipotle
menu excerpts
 Chipotle has exploded onto menus over the past five
years, and continues to grow today.
 A key enabler of this growth is chipotle’s versatility – it’s
used to enhance mayo, flavor meats, spice up dressings,
and even make tortillas more interesting.
 Chipotle’s diversity is in clear effect here – notice the
broad variety of item types, proteins, and other
ingredients it is combined with.
 What’s more, restaurants often make chipotle the star
attraction of the dish, using “chipotle” in the *name* of
the item itself.
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GRILLED CHICKEN
CAESAR SALAD
crisp romaine, roasted pepitas and chipotle tortilla strips tossed
with our homemade creamy cilantro caesar dressing.
PORTOBELLO
BURGER
a tasty grilled portobello mushroom topped with monterey jack
cheese, red onion, sliced tomato, crisp lettuce and chipotle
mayo.
CHIPOTLE CHICKEN
swiss cheese, chicken breast, bacon, lettuce, tomates, onions,
chipotle dressing (regular or extra spicy).
SHRIMP KABOBS
marinated in soy sauce, chipotle peppers & ginger, served with
cherry tomatoes, onions & peppers
CHIPOTLE PORK
LIME RACK
hand cut pork marinated in a spicy chipotle sauce chargrilled &
basted with butter. finished with a squeeze of fresh lime.
SANTA FE TURKEY oven roasted turkey breast, anaheim chili and jack cheese baked
SANDWICH
then set on foccacia bread with tomato and chipotle mayo.
BABY A'S CHIPOTLE
PORK CHOP
a thick, center cut pork chop, topped with creamy chipotle
sauce. served with rice, frijoles charros and guacamole on
lettuce
NEW CHIPOTLE
CHICKEN DINNER
grilled chicken breast topped with spicy chipotle sauce,
monterey jack cheese, and sliced avocado. served with a lettuce
and tomato salad.
CHIPOTLE GLAZED
CHARBROILED
CHICKEN
warm chicken tenders, chipotle glaze, roasted corn, poblano &
red peppers, grilled sweet pineapple, sliced avocado, and cotija
cheese.
SPICY BLACK BEAN
BURGER
a grilled, mildly spiced, meatless patty made with black beans
and vegetables. served with a side of chipotle ranch dressing
SOUTHWESTERN
CHIPOTLE STEAK
seasoned fajita steak smothered in a blend of spicy cheeses
piled high with sauteed onions, fresh tomato slices, and sweet
peppers.
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Chipotle
menu excerpts
THE CHIPOTLE
PORK SANDWICH
chipotle bb-qued shredded pork on a toasted baguette, topped
with pepper jack cheese. served with our caribbean slaw.
CHARGRILLED BEEF
ROULADES
with choice of mediterranean grilled vegetables, chipotle lime
peppers and onions, or thai carrots, green onions and enoki
mushrooms
EASTERN SHORE
CRAB CAKES
maryland-style crab cakes served with corn relish, fennel apple
slaw and chipotle butter sauce.
CHICKEN
RIGATONI
grilled chicken breast pieces, rigatoni noodles, mushrooms,
tomatoes, and green onions, tossed in chipotle pesto cream
sauce.
SOUTHWEST
CHICKEN PIZZA
spicy and flavorful, made with chipotle pesto, mozzarella,
romano cheese, marinated chicken, red onion, and sliced
tomatoes.
MANGO MAHIMAHI
grilled mahi-mahi, with beer onions, mango, pineapple, ginger
salsa, chipotle sour cream & basil pesto.
BLACK AND BLEU
SALMON
tender, center-cut salmon, rubbered with southwest seasoning,
and grilled to perfection. topped with chipotle sauce and bleu
cheese.
GRILLED
PORTABELLA
SANDWICH
marinated portabella mushroom, baby greens, roasted red bell
pepper, grilled sun-dried tomatoes, melted mozzarella and
chipotle mayo.
 Additional notable chipotle examples…
VANILLA-CHIPOTLE barbeque black beans, mescal braised greens chorizo and blue
DUCK BREAST
corn tamale
BLACKENED
CHICKEN PENNE
sweet corn, roma tomatoes, spinach, red onions, chipotle cream
sauce.
panko bread crumb and red chilli pepper coated chicken
CHIPOTLE CHICKEN
tenders, crispy wontons, caramelized pepper pecans, timatoes
SALAD
and mixed greens.
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Breakfast Burritos
menu penetration
Breakfast Burrito Penetration: Segmentation
(of restaurants that serve breakfast)
25%
20%
 Breakfast burritos are fairly common, served at 17.2% of
restaurants that offer breakfast.
15%
10%
 Penetration is particularly strong in QSR (22.4%), with
good overall availability in midscale (14.0%) and casual
dining (17.4%) as well.
 Breakfast burritos skew extremely heavily toward the
West, where they are three times as commonly menued
as in any other region.
22.4%
14.0%
17.4%
17.2%
5%
4.8%
0%
QSR
Midscale
Casual
Fine Dining
Total
Breakfast Burrito Penetration: Regionality
(of restaurants that serve breakfast)
35%
30%
25%
20%
15%
28.9%
10%
17.2%
5%
9.4%
7.3%
5.9%
Midw est
South
Northeast
0%
West
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Total
Accurate results require reliable data. With more than 5,800 menus, only MenuTrends DIRECT™ offers real projectable analysis.
Breakfast Burritos
BREAKFAST
BURRITO
a large flour tortilla filled with scrambled eggs, cheddar cheese,
tomatoes, onions & green pepper, topped with ranchera sauce.
SUNRISE FIESTA
BURRITO
stuffed with scrambled eggs, grilled chicken chorizo, potatoes,
peppers and onions, topped with melted cheese, salsa, cilantro,
and tomatillo sauce.
BREAKFAST
BURRITO
scrambled eggs or tofu, peppers, onions, tomato, cheese choice,
in a wheat tortilla, with beans, brown rice & salsa
BREAKFAST
BURRITO
with chorizo, eggs and cream cheese in a soft flour tortilla
served with salsa fresca.
BREAKFAST
BURRITO
a mix of eggs, sausage, green peppers, onions and cheddar
cheese served in a warn tortilla sided with fresh salsa and
potatoes
H 'N' K BREAKFAST
BURRITO
eggs, sausage, linguica, sweet peppers, onions & pepper jack
cheese, served with salsa, sour cream and home fries
HHS BLUES
BURRITO
flour tortilla stuffed with scrambled eggs, black olives, turkey
chorizo, jack cheese, pico de gallo, topped with enchilada sauce
and sour cream.
BREAKFAST
BURRITO
a giant flour tortilla filled with scrambled eggs, chilies and
cheese topped with guacamole, sour cream and green onion.
BREAKFAST
BURRITO
three eggs steamed and wrapped in a cilantro-jalapeno flour
tortilla with refried beans and cheddar jack cheese.
BREAKFAST
BURRITO
a large flour tortilla filled with scrambled egg, fresh tomato,
diced ham, red onions, mushrooms, cheese and avocado.
BREAKFAST
BURRITO
black beans, cheddar, & eggs wrapped in a flour tortilla, served
with spanish rice topped with avocado & sour cream
top ingredients & examples
 Eggs and breakfast meats form the heart of a breakfast
burrito. Bacon and sausage are most common, while
chorizo and ham make strong showings too.
 While most breakfast burritos are similar in design, a few
of the more interesting varieties are shown here (notice
also that breakfast burrito naming isn’t terribly creative –
almost all are menued simply as “breakfast burrito”).
Breakfast Burritos:
Top Specified Ingredients
Egg
69.5%
Tortilla
26.3%
Flour
22.9%
Bean
21.8%
Bacon
Sausage
Chorizo
Ham
20.7%
20.3%
16.2%
14.3%
Cheddar
Jack
10.9%
8.6%
Onion
Pepper
Tomato
19.2%
13.9%
10.9%
Salsa
Sour Cream
30.1%
14.3%
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Dessert Items
flan: segmentation, regionality & examples
Flan Penetration: Segmentation
(all US restaurants)
 Flan is the most common Mexican dessert, available on
over 10% of all US menus.
 It is most readily available in Casual Dining, where it
achieves an impressive penetration rate of 17.8%.
 Flan is most popular in the South and West, and is less
commonly available in the Midwest and Northeast.
20%
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
17.8%
10.2%
7.6%
5.3%
3.5%
QSR
- a few examples -
Midscale
Casual
Fine Dining
Total
Flan Penetration: Regionality
(all US restaurants)
LECHE FLAN
a rich custard of egg and milk cooked with caramel syrup
16%
14%
TEQUILA FLAN
FLAN
a traditional mexican custard dessert topped with tequila-infused
caramelized sugar and garnished with caramelized lime.
creamy traditional mexiacn custard afloat in a fresh cinnamoncaramel sauce
12%
10%
8%
6%
4%
TRADITIONAL FLAN
our award-winning recipe of traditional mexican egg custard
with fresh berries.
FLAN DE QUESO
we fold in cream cheese to combine the classic taste of
cheesecake & the incomparable smooth taste of flan.
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10.2%
6.0%
6.0%
2%
0%
West
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13.4%
11.7%
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Midw est
South
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Northeast
Total
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Dessert Items
sopapillas: segmentation, regionality & examples
Sopapilla Penetration: Segmentation
(all US restaurants)
 Though not quite as common as flan, dessert sopapillas
(sometimes spelled “sopaipillas”) also appear with some
regularity on US menus.
 Again, the greatest overall incidence is in the Casual
Dining segment, where nearly 10% of restaurants that
offer dessert menu sopapillas.
12%
10%
8%
6%
9.7%
4%
2%
0.7%
5.0%
4.0%
0.4%
0%
QSR
- a few examples STRAWBERRY
PARADISE
SOPAPILLA
we add whole strawberries to our exotic strawberry sauce atop
a hot sopapilla served with whipped cream
FRIED ICE CREAM
served on a sopapilla. strawberry or chocolate topping and
whipped cream
SOPAPILLA
SUPREMO
puffed up cinnamon sugar pastry oozing with caramel and
chocolate, then topped with a mountain of whipped and ice
cream
SOPAPILLAS
pastry squares, lightly fried and topped with cinnamon, sugar
and honey; or chocolate or strawberry sauce and whipped
cream!
APPLE PARADISE
SOPAPILLA
an enticing blend of apples, raisins, pecans, and spices make up
the sauce that tops the hot sopapilla served with whipped
cream.
ROASTED APPLE
SOPAPILLA
a flaky flour tortilla, cup dusted with cinnamon and sugar, filled
with creamy vanilla ice cream, warm roasted bourbon apples.
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Midscale
Casual
Fine Dining
Total
Sopapilla Penetration: Regionality
(all US restaurants)
8%
7%
6%
5%
4%
3%
2%
7.2%
4.8%
5.4%
5.0%
1%
0.7%
0%
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West
Midw est
South
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Northeast
Total
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Dessert Items
dessert tacos & chimichangas
 Dessert tacos, burritos, and chimichangas are extremely
rare. In the case of dessert tacos, most are “choco
tacos,” similar to those examples shown here.
CHOCOLATE
CHIMICHANGA
two crispy flour tortillas filled with semi-sweet chocolate,topped
with cinnamon sugar and drizzled with chocolate. served with
ice cream.
CHIMICHANGA
PLATANO FRESA
strawberry and banana, stuffed in a flour tortilla, lightly fried
andserved with a scoop of vanilla ice cream.
PEACH
CHIMICHANGA
slices of peach rolled in a flour tortilla then deep fried. topped
with caramel sauce and served with vanilla ice cream.
flour tortilla filled with apple or banana, cinnamon and spices
CHIMICHANGA DE
served with a scoop of vanilla ice cream. topped with strawberry
MANZANA
sauce.
 Whereas dessert tacos are heavily focused on chocolate,
dessert chimichangas often incorporate other flavors as
well. Fruit is particularly popular, with banana and apple
most common.
 Again, while examples of dessert tacos and chimichangas
do exist, these items are extremely rare on menus (each
has a less than 1% penetration rate).
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CHOCO TACO
cool, creamy fudge grande ice cream in a milk chocolate and
peanut covered taco-shaped cone. need we say more?
BANANA
CHIMICHUNGA
caribbean style with cruzan black strap rum caramel sauce &
vanilla ice cream
CHOCO TACO
a sweet taco filled with vanilla ice cream, coated in chocolate
and topped with nuts.
CHOCOLATE TACO
a garduño family favorite! chocolate coated crepe filled with a
cream cheese and strawberry blend. garnished with whipped
cream.
APPLE
CHIMICHANGA
a flour tortilla filled with apples then deep fried and topped with
cinnamon glaze and whipped topping
CHOCO LOCO TACO
a delicious sugar wafer, shaped like a taco, filled with rich vanilla
fudge ice cream and topped with milk chocolate and peanuts
BANANA-CARAMEL
CHEESECAKE
CHIMICHANGA
a crispy flour tortilla stuffed with cheesecake, caramel, and
banana fried crispy and rolled in powdered sugar, served
standing tall.
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Dessert Items
overall flavors
 When developing dessert items, it is helpful to be aware of the most common sauces, fruits, flavors, and
ingredients used in dessert dishes overall.
 The three tables below show the incidence rates of the most popular dessert ingredients. Although they are not
Mexican in nature, they are suitable candidates for inclusion in Mexican-themed desserts, as these are the flavors
that consumers know best.
Sauces & Flavors:
Incidence
Cream
26.9%
Chocolate
21.7%
Vanilla
11.2%
Whipped
6.6%
Fudge
6.2%
Caramel
4.9%
Sugar
2.6%
Mousse
2.5%
Cinnamon
2.4%
Creme
2.1%
Custard
2.0%
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Fruit:
Incidence
Strawberry
6.3%
Apple
5.3%
Fruit
4.6%
Banana
4.3%
Cherry
4.0%
Raspberry
3.3%
Lemon
2.6%
Coconut
2.5%
Berry
1.6%
Pineapple
1.6%
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Nuts & Other Items:
Incidence
Pecan
3.6%
Chip
3.5%
Almond
2.5%
Peanut
2.3%
Carrot
2.0%
Walnut
1.8%
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