Mexican menus invade American markets
1984
Kochak, J.
The popularity of Mexican foods continues to grow. Mexico has 17 regions that offer their own cooking style, so the range of Mexican foods is very wide. However, most customers are not sophisticated enough to accept the entire range of choices. Restaurants must remember this when adding Mexican foods to the menu or when offering only Mexican fare. A number of restaurants explain how they decided what Mexican food to serve in specific regions of the U.S., and a pie chart depicts the location of the longest number of Mexican restaurants. Fast food operations lead the field in offering Mexican foods, but fast foods or traditional the menu is not static in either operations, as a number of innovators move to meet the demand for variety. A number of photographs show some of the newer offerings including drinks and desserts. The success of Mexican restaurants is as varied as the general restaurant market, however. Not every unit opened is a success. (kbc)
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