In order to minimize plate waste and increase student participation in school food service programs, ethnic food preferences due to regional and cultural influences should be addressed. An egg-filled burrito was offered as a breakfast menu item in 12 Arizona elementary schools, once weekly for 5 weeks. Plate waste, sensory evaluation and attendance were used to assess acceptance in these schools, where Mexican-Americans represent the largest student group participating in the breakfast program. Merchandising techniques were used to promote the breakfast burrito in half of the schools. Findings demonstrated that the burrito was well accepted by all ethnic groups, and merchandising did not significantly improve acceptance. Sensory evaluation scores positively correlated with food server attitudes. Although student involvement may improve school food program participation, in this study their participation in sensory evaluation and merchandising had no significant effect on burrito acceptance. These data suggest that use of nutritious cultural food items may help school food service meet objectives