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the most accurate & reliable results

better reporting with far deeper analysis

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Gone Mexican!Gone Mexican!food and flavor trends + projectable analysis

a MenuTrends DIRECT™sample report

for more information or a free trial, contact Jack Li at: 310-922-6299 or

[email protected]

for more information or a free trial, contact Jack Li at: 310-922-6299 or

[email protected]






This is a sample MenuTrends Report. And it’s exactly the type of custom analysis you’ll receive as a MenuTrends DIRECT™ subscriber.

With your subscription, you receive monthly research hours that can be applied toward custom analysis, presentations, or reports just like this one – for no additional fee. That’s right, custom reporting is included with your subscription to MenuTrends DIRECT™.

In addition to having your own direct access to MenuTrends DIRECT™, you will also receive personal support from Datassential’s team of MenuTrends experts. With more features, expert support, and ten times more data than other systems, MTD offers everything you need to stay on top of trends and ahead of the competition.

For more information about MenuTrends DIRECT™, contact us today at:

310-922-6299 or [email protected]

This is a sample MenuTrends Report. And it’s exactly the type of custom analysis you’ll receive as a MenuTrends DIRECT™ subscriber.

With your subscription, you receive monthly research hours that can be applied toward custom analysis, presentations, or reports just like this one – for no additional fee. That’s right, custom reporting is included with your subscription to MenuTrends DIRECT™.

In addition to having your own direct access to MenuTrends DIRECT™, you will also receive personal support from Datassential’s team of MenuTrends experts. With more features, expert support, and ten times more data than other systems, MTD offers everything you need to stay on top of trends and ahead of the competition.

For more information about MenuTrends DIRECT™, contact us today at:







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 --

MenuTrends DIRECT™ features 25 broad restaurant cuisine classifications.

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.

An Introductiondefinitions and more

Region Definitions

The regions named in this report correspond the four US Census “super regions,” as detailed in the map below.

Mexican vs. “Mexican-Inspired”. This report features analysis of both Mexican and “Mexican-Inspired” 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.

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.






Food-E-Termskey mexican words

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.

Adobo Sauce A Mexican spice paste or sauce seasoned with garlic, chili, vinegar and spices.

Agua Fresca A refreshing, Mexican fruit drink. Generally made with fresh fruit or a fruit infusion, water, ice and sugar.

Albondiga A meatball that is flavored with vegetables, usually served with a spicy sauce. A Mexican dish.

AnnatoAlso called "achiote", this is a small seed from the annatto tree used in Mexican, Caribbean and Latin American cooking to flavor meats and fish.

Antojitos The Mexican word for "appetizers".

Arroz Con Pollo The Mexican version of Spanish paella: rice simmered with chicken, onions, chilies, tomatoes and other vegetables.

Chalupa A boat-shaped, fried corn tortilla filled with meat and/or vegetables and cheese. Usually served as an appetizer.

ChilaquilesCrisp 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.

ChimichangaA 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 A dried and smoked red chili popular in Mexican cooking.

Churo The Mexican and Spanish doughnut. It is a deep-fried spiral of sweet dough and sprinkled with sugar and cinnamon.

EnchiladaA thin, fried tortilla brushed with hot sauce and wrapped around a filling of meat, vegetables and/or cheese, toppedwith a tomato-based sauce.

Flan A custard tart which may have a sweet or savory filling.

Adobo Sauce A Mexican spice paste or sauce seasoned with garlic, chili, vinegar and spices.

Agua Fresca A refreshing, Mexican fruit drink. Generally made with fresh fruit or a fruit infusion, water, ice and sugar.

Albondiga A meatball that is flavored with vegetables, usually served with a spicy sauce. A Mexican dish.

AnnatoAlso called "achiote", this is a small seed from the annatto tree used in Mexican, Caribbean and Latin American cooking to flavor meats and fish.

Antojitos The Mexican word for "appetizers".

Arroz Con Pollo The Mexican version of Spanish paella: rice simmered with chicken, onions, chilies, tomatoes and other vegetables.

Chalupa A boat-shaped, fried corn tortilla filled with meat and/or vegetables and cheese. Usually served as an appetizer.

ChilaquilesCrisp 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.

ChimichangaA 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 A dried and smoked red chili popular in Mexican cooking.

Churo The Mexican and Spanish doughnut. It is a deep-fried spiral of sweet dough and sprinkled with sugar and cinnamon.

EnchiladaA thin, fried tortilla brushed with hot sauce and wrapped around a filling of meat, vegetables and/or cheese, toppedwith a tomato-based sauce.

Flan A custard tart which may have a sweet or savory filling.






Food-E-Termskey mexican words (cont.)




Flauta A corn tortilla rolled around a meat and/or vegetable filling and fried until crispy.

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 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.


Mexican Chocolate

A sweetened chocolate flavored with cinnamon, vanilla and almonds.

Mochomos In Mexican cooking, this term refers to meat that has been cooked, shredded and then fried.

Mole A rich, reddish sauce made spicy with chilies and a small amount of Mexican chocolate.

Panucho A tortilla that is puffed up to create a pocket, which is then filled with savory stuffings and fried. A Mexican pita.

Pico de Gallo A Spanish relish of chopped jicama, onions, bell pepper, oranges, jalapeno peppers and cucumber.

Pinto BeanThis 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 BeanThis bean is streaked with reds and browns atop a pink background. In fact, "pinto" is Spanish for "painted." Acommon bean of the American Southwest and used in a variety of Mexican and Spanish dishes.

Pozole A Mexican soup that is thick like a stew and made with hominy, corn kernals, pork and a hot chili sauce.

Flauta A corn tortilla rolled around a meat and/or vegetable filling and fried until crispy.

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 Corn tortillas topped with fried eggs and a layer of salsa.



Mexican Chocolate

A sweetened chocolate flavored with cinnamon, vanilla and almonds.

Mochomos In Mexican cooking, this term refers to meat that has been cooked, shredded and then fried.

Mole A rich, reddish sauce made spicy with chilies and a small amount of Mexican chocolate.

Panucho A tortilla that is puffed up to create a pocket, which is then filled with savory stuffings and fried. A Mexican pita.

Pico de Gallo A Spanish relish of chopped jicama, onions, bell pepper, oranges, jalapeno peppers and cucumber.

Pinto BeanThis 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 BeanThis bean is streaked with reds and browns atop a pink background. In fact, "pinto" is Spanish for "painted." Acommon bean of the American Southwest and used in a variety of Mexican and Spanish dishes.

Pozole A Mexican soup that is thick like a stew and made with hominy, corn kernals, pork and a hot chili sauce.






Food-E-Termskey mexican words (cont.)




QuesadillaA 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.

Queso The Spanish word for "cheese".

Queso Fundido The Spanish term for "melted cheese".

Ranchero Sauce 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.

TamaleA thick cornmeal porridge spread on a corn husk, topped with cooked meat or vegetables and wrapped into a tightpackage. 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.

VeracruzA Mexican dish of fish that is cooked in a sauce of tomatoes, onions, garlic and chiles, and flavored with oregano andlime juice; plated with rice.

QuesadillaA 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.

Queso The Spanish word for "cheese".

Queso Fundido The Spanish term for "melted cheese".

Ranchero Sauce 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.

TamaleA thick cornmeal porridge spread on a corn husk, topped with cooked meat or vegetables and wrapped into a tightpackage. 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.

VeracruzA Mexican dish of fish that is cooked in a sauce of tomatoes, onions, garlic and chiles, and flavored with oregano andlime juice; plated with rice.






Key Findingsthe 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!






Mexican DishesMexican Dishes






traditional Mexican items: what they are, where they’re served, and how often






Mexican entrees are still predominantly found in Mexican restaurants.

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.

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.

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!

Mexican Entreeswhere they are served

Mexican Entrees: Where They Are Served(share of all Mexican entrees: n = 15,273 Mexican entrees)

Mexican86.1%

Varied Menu12.0%

All Other Cuisine Types

1.8%

Average Items Per Menu [of places menuing that type of item](n = 121,694 total varied menu entrees)

4.25.0 5.5 5.3

0

1

2

3

4

5

6

Mexican Entrees Burgers Pasta / noodles Entrée Salads






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.

Mexican Entreesat non-Mexican chains

CHAIN# of Mexican

EntreesCheesecake Factory 6

Chili's Grill & Bar 6Ground Round 6

Islands 6Rock Bottom Restaurant & Brewery 6

Furr's 5Mimi's Cafe 5

Old Country Buffet 5Shell's Seafood Restaurant 5

Buffalo Wild Wings 4Jack In The Box 4

Skyline Chili 4Houlihan's 3

Carl's Jr. Restaurant 2Champps Americana 2

Chick-Fil-A 2Hard Rock Cafe 2

Marie Callender's 2Red Robin Burgers & Spirits 2

Wienerschnitzel 2Ale House & Raw Bar 1

Applebee's Neighborhood Grill 1Bennigan's 1Bob Evans 1

Carrows Restaurants 1Coco's Family Restaurant 1

Country Kitchen 1Friendly's Restaurant 1

Mc Donald's 1Perkins Restaurant & Bakery 1

Roly Poly 1TGI Friday's 1Village Inn 1

Whataburger 1

CHAIN# of Mexican

EntreesCheesecake Factory 6

Chili's Grill & Bar 6Ground Round 6

Islands 6Rock Bottom Restaurant & Brewery 6

Furr's 5Mimi's Cafe 5

Old Country Buffet 5Shell's Seafood Restaurant 5

Buffalo Wild Wings 4Jack In The Box 4

Skyline Chili 4Houlihan's 3

Carl's Jr. Restaurant 2Champps Americana 2

Chick-Fil-A 2Hard Rock Cafe 2

Marie Callender's 2Red Robin Burgers & Spirits 2

Wienerschnitzel 2Ale House & Raw Bar 1

Applebee's Neighborhood Grill 1Bennigan's 1Bob Evans 1

Carrows Restaurants 1Coco's Family Restaurant 1

Country Kitchen 1Friendly's Restaurant 1

Mc Donald's 1Perkins Restaurant & Bakery 1

Roly Poly 1TGI Friday's 1Village Inn 1

Whataburger 1

With MenuTrends DIRECT™, you have access to over 2,500 chains (as well as thousands of independents).

Full operator coverage means you can always find the information you need for any restaurant – from national accounts to regional chains and emerging concepts.






While the usage of Mexican flavors continues to proliferate, Mexican *entrees* are still relatively rare on varied menus.

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.

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).

Varied Menu Restaurants: Entree Incidence

Pasta / noodles

4.6%

Sandwiches28.3%

Other15.9%Burgers

7.1%

Center of plate23.9%

Salads7.6%

Combo Plates11.0%

Mexican Entrées

1.6%

Mexican Entreesincidence at varied menu restaurants

n = 121,694 entrees at varied menu restaurants

Varied Menu Restaurants: Mexican Entrees(as a % of all entrees)

2.2%

1.3% 1.6%0.9%

1.6%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

QSR Midscale Casual Fine Dining TOTAL






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.

Mexican Entreesmost popular varieties

n = 15,273 Mexican entrees at varied menu restaurants

Share of All Mexican Entrees by Segment(at varied menu restaurants)

0% 10% 20% 30% 40% 50%

Burrito

Taco

Quesadilla

Fajita

Enchilada

Fine DiningCasualMidscaleQSR


0% 10% 20% 30% 40% 50%

Burrito

Taco

Quesadilla

Fajita

Enchilada



0% 1% 2% 3% 4% 5% 6% 7%

Nacho

Chimichanga

Taquito

Tamale

Chile Relleno



0% 1% 2% 3% 4% 5% 6% 7%

Nacho

Chimichanga

Taquito

Tamale

Chile Relleno


At Mexican Restaurants

At Varied Menu Places

Burrito 21.6% 29.0%Taco 17.6% 18.9%Quesadilla 5.3% 14.8%Fajita 7.9% 9.1%Enchilada 16.9% 9.0%Nacho 1.3% 2.1%Chimichanga 3.9% 2.0%Taquito 1.9% 2.0%Tamale 3.1% 1.6%Chile Relleno 3.9% 0.5%

At Mexican Restaurants

At Varied Menu Places

Burrito 21.6% 29.0%Taco 17.6% 18.9%Quesadilla 5.3% 14.8%Fajita 7.9% 9.1%Enchilada 16.9% 9.0%Nacho 1.3% 2.1%Chimichanga 3.9% 2.0%Taquito 1.9% 2.0%Tamale 3.1% 1.6%Chile Relleno 3.9% 0.5%

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.






Overall Penetrationsegment specifics

Nationally, the two most commonly menued traditional Mexican dishes are both typically appetizers – quesadillas (22.2% penetration) and nachos (21.1%).

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.

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%).

Penetration rates for all of these items are highest in the Casual dining segment (which has a higher concentration of varied menu concepts).

n = 441,109 appetizers, entrees, and sides

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.

Rank Item QSR Midscale CasualFine

DiningALL

1 Quesadilla 11.3% 18.9% 35.2% 13.6% 22.2%2 Nachos 14.1% 14.9% 34.0% 4.7% 21.1%3 Taco 19.8% 18.0% 24.0% 4.5% 19.9%4 Fajitas 13.9% 17.2% 23.5% 2.7% 17.5%5 Burrito 14.5% 14.9% 18.9% 2.7% 15.4%6 Enchilada 8.1% 11.6% 18.4% 3.0% 12.4%7 Tostada 6.8% 8.8% 14.1% 2.4% 9.7%8 Tamale 4.6% 8.4% 13.2% 3.3% 8.6%9 Relleno 3.8% 7.4% 13.2% 2.1% 8.1%10 Chimichanga 2.5% 6.2% 11.5% 1.2% 6.7%

MEXICAN DISH PENETRATION (% of all US restaurants serving)

Penetration (% of all US restauratns serving)

6.7%

8.1%

8.6%

9.7%

12.4%

15.4%

17.5%

19.9%

21.1%

22.2%

0% 5% 10% 15% 20% 25%

Chimichanga

Relleno

Tamale

Tostada

Enchilada

Burrito

Fajitas

Taco

Nachos

Quesadilla






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.

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.

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.

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.

Mexican Appetizersnachos & quesadillas

n = 25,929 appetizers at varied menu restaurants

Mexican Appetizer Penetration at Varied Menu Restaurants(of places that serve appetizers)

6.6%

15.0

%

41.3

%

7.0%

22.1

%

4.4%

17.2

%

38.4

%

15.6

%

21.6

%

9.8%

24.8

%

54.8

%

19.9

% 31.7

%

0%

10%

20%

30%

40%

50%

60%

70%

80%

QSR Midscale Casual Fine Dining TOTAL

Nachos Quesadillas Either

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

HIGH-END QUESADILLAS

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

HIGH-END QUESADILLAS

With coverage of over 1,000 innovative fine dining operators, MTD™ gives you the power to detect trends at their infancy.

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.






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.

Mexican Dishes Overalla full listing by segment & region

n = 171,368 appetizers, entrees, and sides at varied menu restaurants

QSR Midscale CasualFine

DiningTOTAL

Quesadilla 6.3% 25.1% 42.8% 18.9% 24.6%Nachos 7.5% 15.1% 42.0% 7.9% 21.6%Burrito 10.7% 13.3% 9.9% 3.2% 10.3%Taco 7.3% 10.3% 12.3% 5.8% 9.6%Fajita 2.3% 5.7% 10.3% 1.6% 5.8%

Enchilada 2.0% 5.9% 6.0% 3.2% 4.4%Tamale 2.6% 2.0% 1.4% 1.6% 1.9%Taquito 2.6% 0.4% 1.8% 0.5% 1.7%

Chimichanga 0.1% 1.7% 2.3% 1.6% 1.4%Tostada 0.8% 0.7% 2.0% 1.6% 1.3%Relleno 0.1% 0.9% 0.5% 1.1% 0.5%Flauta 0.3% 0.2% 0.8% 0.5% 0.5%


DiningTOTAL




West Midwest SouthNorth-east

TOTAL




West Midwest SouthNorth-east

TOTAL




penetration at varied menu restaurants (% of restaurants serving each item)






Mexican-Inspired Dishes

Mexican-Inspired Dishes






how operators today are infusing Mexican flavors to create more compelling dishes






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.

As Mexican influences continue to grow, it’s important to ask, “how are Mexican trends impacting non-Mexican dishes?”

Mexican vs. Mexican-Inspiredbroadening the horizon

Mexican vs. Mexican-Inspired Entrées: Penetration(of places that serve entrees)

17.6%

28.4% 29.0%

11.6%

23.5%

30.4%

47.4%

58.6%

31.6%

44.3%

0%

10%

20%

30%

40%

50%

60%

70%

QSR Midscale Casual Fine Dining ALL

Mexican Mexican-Inspired

n = 3,647 Mexican-inspired entrees at varied menu restaurants






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 vs. Mexican-Inspireda regional look

n = 3,647 Mexican-inspired entrees at varied menu restaurants

Mexican vs. Mexican-Inspired Entrées: Penetration(of places that serve entrees)

33.0%

22.0%

17.6%16.4%

23.5%

53.3%

47.0%

36.6% 36.3%

44.3%

0%

10%

20%

30%

40%

50%

60%

West Midwest South Northeast TOTAL

Mexican Mexican-Inspired

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.






Time Trendsareas of mexican influence

n = 5,408 Mexican-inspired appetizers, entrees, and sides

The growth of Mexican influences at varied menu places is driven largely by the use of Mexican flavors in non-Mexican dishes.

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 non-Mexican menus.

One Year Change: Share of Mex-Inspired Dishes(at varied menu restaurants)

-27.8%

-19.3%

-15.9%

-14.8%

-10.4%

-9.0%

9.2%

18.1%

22.6%

25.4%

33.4%

52.7%

54.3%

-70% -50% -30% -10% +10% +30% +50% +70%

Tamale

Taquito

Enchilada

Burrito

Pizza

Taco

Fries

Hamburger

Wrap

Soup

Dip

Sandwich

Pasta

2006 2005Net

Change2006 Count

Common-ality

Pasta 0.9% 0.6% +54.3% 51 very rareSandwich 2.8% 1.9% +52.7% 154 rareDip 4.8% 3.6% +33.4% 258 somwehatSoup 1.6% 1.3% +25.4% 85 rareWrap 7.2% 5.9% +22.6% 391 commonHamburger 2.2% 1.9% +18.1% 121 rareFries 2.6% 2.4% +9.2% 139 rareTaco 12.7% 13.9% -9.0% 686 commonPizza 0.7% 0.8% -10.4% 40 very rareBurrito 8.4% 9.8% -14.8% 452 commonEnchilada 3.3% 3.9% -15.9% 178 somwehatTaquito 0.7% 0.8% -19.3% 36 very rareTamale 0.7% 0.9% -27.8% 37 very rare

Perentage of all Mexican-Inspired Dishes(at varied menu restaurants)

2006 2005Net

Change2006 Count

Common-ality

Pasta 0.9% 0.6% +54.3% 51 very rareSandwich 2.8% 1.9% +52.7% 154 rareDip 4.8% 3.6% +33.4% 258 somwehatSoup 1.6% 1.3% +25.4% 85 rareWrap 7.2% 5.9% +22.6% 391 commonHamburger 2.2% 1.9% +18.1% 121 rareFries 2.6% 2.4% +9.2% 139 rareTaco 12.7% 13.9% -9.0% 686 commonPizza 0.7% 0.8% -10.4% 40 very rareBurrito 8.4% 9.8% -14.8% 452 commonEnchilada 3.3% 3.9% -15.9% 178 somwehatTaquito 0.7% 0.8% -19.3% 36 very rareTamale 0.7% 0.9% -27.8% 37 very rare

Perentage of all Mexican-Inspired Dishes(at varied menu restaurants)

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.






Time Trendsgrowing items at mexican restaurants

Interestingly, much of the item growth at Mexican restaurants has come from non-Mexican categories.

Wraps, sandwiches, and omelettes are all areas of growth, while traditional Mexican items such as tostadas, burritos, and fajitas are growing slower.

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.

Thus, Mexican and non-Mexican restaurants are becoming more similar… albeit in very different ways.

Top Gainers: One Year Change Incidence at Mexican Restaurants

3.9%

4.0%

5.4%

5.4%

8.2%

9.8%

18.2%

19.3%

36.3%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Fajita

Burrito

Tostada

Chimichanga

Pasta

Omelette

Torta

Sandwich

Wrap

Top Gainers: One Year Change Incidence at Mexican Restaurants

3.9%

4.0%

5.4%

5.4%

8.2%

9.8%

18.2%

19.3%

36.3%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Fajita

Burrito

Tostada

Chimichanga

Pasta

Omelette

Torta

Sandwich

Wrap

n = 5,408 Mexican-inspired appetizers, entrees, and sides






Mexican vs. Mexican-Inspiredexamples: sandwiches

n = 34,675 sandwiches at varied menu restaurants

MEXICAN WRAP tasty, seasoned taco meat, chopped green onions, tomatoes,

fresh lettuce and shredded cheese stuffed in tomato basil wrap

CHICKEN FAJ ITA 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

MEXICAN WRAP tasty, seasoned taco meat, chopped green onions, tomatoes,

fresh lettuce and shredded cheese stuffed in tomato basil wrap

CHICKEN FAJ ITA 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.



peppers.



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

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 vs. Mexican-Inspiredexamples: appetizers

n = 1,290 Mexican-inspired 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

CHIMI - CHA - CHA light, crisp wonton skin embraces roasted chicken breast, sweet 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

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

CHIMI - CHA - CHA light, crisp wonton skin embraces roasted chicken breast, sweet 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






Mexican vs. Mexican-Inspiredexamples: appetizers

n = 1,290 Mexican-inspired 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

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.






Flavor TrendsFlavor Trends






the ingredients, sauces, seasonings, and more that define Mexican trends today






Essential Ingredientstraditional mexican item types

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.

In the protein arena, chicken and beef lead the way, with pork (carnitas) and shrimp also showing up – but much less frequently so.

Beans, rice, and tortillas are also essentials, often in conjunction with one another.

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.

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)

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)

Incidence & Penetration: Mexican Entrees(n=17,732 total Mexican entrees)

27.3%

29.5%

35.9%

44.6%

47.2%

47.5%

54.5%

57.0%

57.8%

52.8%

63.9%

69.2%

26.4%

29.2%

56.1%

72.8%

4.7%

6.5%

8.6%

9.3%

16.7%

13.7%

14.7%

12.4%

18.7%

26.2%

35.1%

26.6%

5.7%

4.9%

28.4%

33.7%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Cheddar

Pico de Gallo

Chile

Salsa

Guacamole

Lettuce

Tomato

Onion

Sour Cream

Rice

Bean

Tortilla

Pork

Shrimp

Beef

Chicken






Essential Ingredientssegmentation 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).

QSR Midscale Casual Fine Dining TOTALChicken 25.0% 32.6% 38.0% 42.5% 33.7%Beef 18.2% 30.7% 32.3% 20.5% 28.4%Pork 3.9% 6.1% 6.2% 11.0% 5.7%Shrimp 3.8% 4.6% 5.4% 3.9% 4.9%

Bean 26.6% 37.3% 37.8% 64.6% 35.1%Tortilla 19.7% 28.5% 28.8% 48.8% 26.6%Rice 17.0% 27.4% 29.7% 44.9% 26.2%

Sour Cream 11.7% 22.8% 20.4% 20.5% 18.7%Guacamole 12.4% 19.2% 18.0% 8.7% 16.7%Tomato 10.7% 17.0% 15.7% 14.2% 14.7%Lettuce 13.3% 15.0% 13.5% 10.2% 13.7%Onion 11.2% 13.8% 12.4% 12.6% 12.4%Salsa 13.5% 8.6% 7.4% 21.3% 9.3%Chile 4.7% 9.6% 9.9% 21.3% 8.6%Pico de Gallo 4.6% 6.5% 7.4% 11.8% 6.5%Cheddar 5.3% 4.8% 4.2% 11.8% 4.7%

INCIDENCE: % of Total Mexican Entrée Containing…




INCIDENCE: % of Total Mexican Entrée Containing…




PENETRATION: % of Restaurants Serving a Mexican Entrée Containing… (of those menuing Mexican Entrees)





n = 17,732 Mexican entrees






Essential Ingredientsregional 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).

n = 17,732 Mexican entrees

West Midwest South Northeast TOTALChicken 74.0% 67.5% 75.5% 69.2% 72.8%Beef 54.7% 57.0% 64.2% 39.4% 56.1%Pork 30.1% 28.0% 23.8% 11.5% 26.4%Shrimp 31.1% 19.0% 37.2% 17.3% 29.2%











INCIDENCE: % of Total Mexican Entrées Containing…




INCIDENCE: % of Total Mexican Entrées Containing…

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.






Overall Top Flavorsmexican-inspired dishes

n = 5,408 Mexican-inspired dishes

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%).

Top Sauces / Flavors - Mexican-Inspired Dishes(appetizers, sides, and entrees)

1.3%

1.4%

1.5%

3.3%

9.6%

12.7%

15.1%

18.3%

23.5%

34.7%

36.2%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Tequila

Chilies

Picante

Pepperjack

Jalapeno

Pico de Gallo

Chipotle

Guacamole

Pepper

Sour Cream

Salsa

Top Sauces / Flavors - Mexican-Inspired Dishes(appetizers, sides, and entrees)

1.3%

1.4%

1.5%

3.3%

9.6%

12.7%

15.1%

18.3%

23.5%

34.7%

36.2%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Tequila

Chilies

Picante

Pepperjack

Jalapeno

Pico de Gallo

Chipotle

Guacamole

Pepper

Sour Cream

Salsa






Top Flavors by Segmentmexican-inspired dishes

n = 5,408 Mexican-inspired dishes

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.


DiningALL

Sour Cream 19.2% 33.6% 33.8% 25.2% 30.6%Salsa 17.8% 31.2% 30.8% 22.5% 28.0%

Pepper 15.8% 26.1% 17.6% 15.7% 18.8%Guacamole 7.5% 14.2% 16.6% 11.1% 14.1%

Chipotle 9.7% 5.2% 13.3% 24.0% 11.7%Pico de Gallo 4.1% 8.8% 12.3% 8.0% 9.8%

Jalapeno 3.6% 6.1% 9.3% 6.8% 7.5%Pepperjack 1.9% 2.8% 2.7% 2.2% 2.6%

Picante 1.3% 2.8% 0.6% 0.3% 1.2%Tequila 0.4% 0.2% 1.3% 3.4% 1.0%


DiningALL

Sour Cream 19.2% 33.6% 33.8% 25.2% 30.6%Salsa 17.8% 31.2% 30.8% 22.5% 28.0%




Picante 1.3% 2.8% 0.6% 0.3% 1.2%Tequila 0.4% 0.2% 1.3% 3.4% 1.0%


DiningALL

Sour Cream 36.3% 59.5% 67.8% 42.9% 57.5%Salsa 36.3% 54.4% 62.2% 45.5% 53.7%




Picante 2.5% 4.2% 2.2% 1.3% 2.6%Tequila 1.7% 0.8% 4.7% 6.5% 3.3%


DiningALL

Sour Cream 36.3% 59.5% 67.8% 42.9% 57.5%Salsa 36.3% 54.4% 62.2% 45.5% 53.7%




Picante 2.5% 4.2% 2.2% 1.3% 2.6%Tequila 1.7% 0.8% 4.7% 6.5% 3.3%

INCIDENCE: % of all Mexican-inspired dishes that contain…

PENETRATION: of those restaurants that serve Mexican-inspired dishes, the % that serve at least one containing…






Inception

Here we witness the birth of a trend – typically started in the fine dining segment and often borrowing from ethnic cooking.

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.

Taking a cue from new upscale trends, casual dining independents in this phase adopt cutting-edge flavors and ingredients onto their menus.

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.

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.

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.

Finally, a trend will reach ubiquitous status as it penetrates the country’s midscale restaurants, whose patrons tend to prefer more traditional fare.

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.

Adoption Proliferation Ubiquity

Today, menu trends follow a path of four distinct phases…

The Menu Influence Cyclea brief overview

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.

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.






Top Flavors by Regionmexican-inspired dishes

n = 5,408 Mexican-inspired appetizers, entrees, and side dishes

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.

INCIDENCE: % of all Mexican-inspired dishes that contain…

PENETRATION: of those restaurants that serve Mexican-inspired dishes, the % that serve at least one containing…

West Midwest SouthNorth-East

ALL

Sour Cream 28.5% 33.2% 27.4% 39.1% 30.6%Salsa 28.1% 27.5% 21.8% 40.1% 28.0%




Picante 0.3% 0.5% 3.8% 0.2% 1.2%Tequila 1.4% 0.8% 0.6% 0.6% 1.0%


ALL

Sour Cream 28.5% 33.2% 27.4% 39.1% 30.6%Salsa 28.1% 27.5% 21.8% 40.1% 28.0%




Picante 0.3% 0.5% 3.8% 0.2% 1.2%Tequila 1.4% 0.8% 0.6% 0.6% 1.0%


ALL

Sour Cream 54.4% 61.0% 57.0% 61.1% 57.5%Salsa 54.6% 55.1% 45.1% 64.8% 53.7%




Picante 0.9% 1.7% 7.0% 0.6% 2.6%Tequila 4.7% 3.0% 2.4% 1.9% 3.3%


ALL

Sour Cream 54.4% 61.0% 57.0% 61.1% 57.5%Salsa 54.6% 55.1% 45.1% 64.8% 53.7%




Picante 0.9% 1.7% 7.0% 0.6% 2.6%Tequila 4.7% 3.0% 2.4% 1.9% 3.3%






Top Proteinsat mexican & varied menu restaurants


Varied Menu

Incidence

Varied Menu Rank

Mexican Incidence

Mexican Rank

Chicken 36.3% 1 26.3% 1Beef 11.7% 2 19.6% 2

Breast 9.7% 3 3.6% 6Egg 7.2% 4 3.5% 7

Bacon 6.3% 5 1.7% 13Steak 5.4% 6 7.2% 3

Shrimp 4.7% 7 6.5% 4Meat 3.2% 8 2.8% 9

Turkey 3.1% 9 0.2% 35Chorizo 2.6% 10 1.6% 14Sausage 2.4% 11 1.1% 15

Pork 2.1% 12 4.7% 5Crab 1.9% 13 0.9% 17Ham 1.8% 14 0.8% 19Fish 1.6% 15 1.7% 12Wing 1.2% 16 0.4% 24

Salmon 1.0% 17 0.2% 31Sirloin 0.9% 18 1.0% 16Carne 0.9% 19 3.4% 8

Rib 0.8% 20 0.7% 20Asada 0.8% 21 2.2% 10Tuna 0.7% 22 0.3% 29

Varied Menu

Incidence

Varied Menu Rank

Mexican Incidence

Mexican Rank

Chicken 36.3% 1 26.3% 1Beef 11.7% 2 19.6% 2

Breast 9.7% 3 3.6% 6Egg 7.2% 4 3.5% 7

Bacon 6.3% 5 1.7% 13Steak 5.4% 6 7.2% 3

Shrimp 4.7% 7 6.5% 4Meat 3.2% 8 2.8% 9

Turkey 3.1% 9 0.2% 35Chorizo 2.6% 10 1.6% 14Sausage 2.4% 11 1.1% 15

Pork 2.1% 12 4.7% 5Crab 1.9% 13 0.9% 17Ham 1.8% 14 0.8% 19Fish 1.6% 15 1.7% 12Wing 1.2% 16 0.4% 24

Salmon 1.0% 17 0.2% 31Sirloin 0.9% 18 1.0% 16Carne 0.9% 19 3.4% 8

Rib 0.8% 20 0.7% 20Asada 0.8% 21 2.2% 10Tuna 0.7% 22 0.3% 29

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.






Time Trendscategory: 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.

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.

DEFINITIONS







2006 2005Net

Change2006

CountCommon-

alityVaried Menu

RankMex Rest.

Rank

Ham 1.8% 1.4% +31.5% 100 rare 14 19Asada 0.8% 0.6% +26.8% 44 very rare 22 10Salmon 1.0% 0.8% +25.7% 54 very rare 18 31Breast 9.7% 7.9% +23.4% 526 common 3 6Steak 5.4% 4.5% +21.0% 294 somwehat 6 3Bacon 6.3% 5.2% +20.3% 340 somwehat 5 13Fish 1.6% 1.3% +19.6% 87 rare 15 12Rib 0.8% 0.7% +18.4% 45 very rare 21 20Shrimp 4.7% 4.0% +17.3% 256 somwehat 7 4Sirloin 0.9% 0.8% +16.4% 50 very rare 19 16Pork 2.1% 1.8% +14.9% 112 rare 12 5Turkey 3.1% 2.8% +11.8% 170 somwehat 9 35

TOP GAINERS: PROTEINSPerentage of all Mexican-Inspired Dishes

(at varied menu restaurants)

2006 2005Net

Change2006

CountCommon-

alityVaried Menu

RankMex Rest.

Rank

Ham 1.8% 1.4% +31.5% 100 rare 14 19Asada 0.8% 0.6% +26.8% 44 very rare 22 10Salmon 1.0% 0.8% +25.7% 54 very rare 18 31Breast 9.7% 7.9% +23.4% 526 common 3 6Steak 5.4% 4.5% +21.0% 294 somwehat 6 3Bacon 6.3% 5.2% +20.3% 340 somwehat 5 13Fish 1.6% 1.3% +19.6% 87 rare 15 12Rib 0.8% 0.7% +18.4% 45 very rare 21 20Shrimp 4.7% 4.0% +17.3% 256 somwehat 7 4Sirloin 0.9% 0.8% +16.4% 50 very rare 19 16Pork 2.1% 1.8% +14.9% 112 rare 12 5Turkey 3.1% 2.8% +11.8% 170 somwehat 9 35

TOP GAINERS: PROTEINSPerentage of all Mexican-Inspired Dishes







Top Cheesesat 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).

Varied Menu

Incidence

Varied Menu Rank

Mexican Incidence

Mexican Rank

Cheddar 23.7% 1 2.9% 3Jack 17.2% 2 4.6% 1

Monterey 5.3% 3 1.9% 4Queso 2.9% 4 2.9% 2

Mozzarella 2.9% 5 0.2% 7Pepperjack 2.5% 6 0.2% 10Parmesan 1.8% 7 0.6% 5

Swiss 1.7% 8 0.2% 9Feta 1.0% 9 0.2% 11

American 0.8% 10 0.4% 6Provolone 0.8% 11 0.0% 14

Goat 0.5% 12 0.2% 8Colby 0.4% 13 0.1% 12Asiago 0.3% 14 0.0% 22

Varied Menu

Incidence

Varied Menu Rank

Mexican Incidence

Mexican Rank

Cheddar 23.7% 1 2.9% 3Jack 17.2% 2 4.6% 1

Monterey 5.3% 3 1.9% 4Queso 2.9% 4 2.9% 2

Mozzarella 2.9% 5 0.2% 7Pepperjack 2.5% 6 0.2% 10Parmesan 1.8% 7 0.6% 5

Swiss 1.7% 8 0.2% 9Feta 1.0% 9 0.2% 11

American 0.8% 10 0.4% 6Provolone 0.8% 11 0.0% 14

Goat 0.5% 12 0.2% 8Colby 0.4% 13 0.1% 12Asiago 0.3% 14 0.0% 22






Time Trendscategory: 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







DEFINITIONS







2006 2005Net

Change2006

CountCommon-

alityVaried Menu

RankMex Rest.

Rank

Pepperjack 2.5% 1.4% +76.4% 137 rare 6 10Parmesan 1.8% 1.4% +31.8% 98 rare 7 5American 0.8% 0.7% +23.8% 45 very rare 10 6Monterey 5.3% 4.4% +20.2% 284 somwehat 3 4

Jack 17.2% 14.4% +19.6% 929 very 2 1Queso 2.9% 2.5% +17.3% 159 rare 4 2

Provolone 0.8% 0.8% +6.5% 44 very rare 11 14Swiss 1.7% 1.6% +5.0% 92 rare 8 9

Mozzarella 2.9% 2.8% +0.8% 155 rare 5 7Feta 1.0% 1.0% -0.3% 56 rare 9 11

TOP GAINERS: CHEESESPerentage of all Mexican-Inspired Dishes


2006 2005Net

Change2006

CountCommon-

alityVaried Menu

RankMex Rest.

Rank

Pepperjack 2.5% 1.4% +76.4% 137 rare 6 10Parmesan 1.8% 1.4% +31.8% 98 rare 7 5American 0.8% 0.7% +23.8% 45 very rare 10 6Monterey 5.3% 4.4% +20.2% 284 somwehat 3 4

Jack 17.2% 14.4% +19.6% 929 very 2 1Queso 2.9% 2.5% +17.3% 159 rare 4 2

Provolone 0.8% 0.8% +6.5% 44 very rare 11 14Swiss 1.7% 1.6% +5.0% 92 rare 8 9

Mozzarella 2.9% 2.8% +0.8% 155 rare 5 7Feta 1.0% 1.0% -0.3% 56 rare 9 11

TOP GAINERS: CHEESESPerentage of all Mexican-Inspired Dishes








Top Flavorsat mexican & varied menu restaurants

Mexican and Mexican-inspired dishes are menued with a broad array of sauces and flavors.

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.

Varied Menu

Incidence

Varied Menu Rank

Mexican Incidence

Mexican Rank

Sour Cream 30.6% 1 13.9% 2Salsa 28.0% 2 6.0% 4

Pepper 18.8% 3 7.1% 3Guacamole 14.1% 4 14.9% 1

Chipotle 11.7% 5 1.3% 7Pico de Gallo 9.8% 6 5.2% 5

Jalapeno 7.5% 7 2.2% 6Ranch 5.9% 8 0.8% 10

Mayonnaise 3.9% 9 0.5% 16Pepperjack 2.5% 10 0.2% 24

Sweet 2.3% 11 0.7% 11Vinaigrette 2.0% 12 0.5% 15

Honey 1.7% 13 0.4% 18Caesar 1.5% 14 0.6% 14Cajun 1.5% 15 0.1% 36Buffalo 1.3% 16 0.2% 20Picante 1.2% 17 0.1% 39Chilies 1.1% 18 0.1% 32

Mustard 1.0% 19 0.4% 17Tequila 1.0% 20 0.2% 24

Aioli 0.8% 21 0.1% 33Butter 0.8% 22 1.1% 8

Mesquite 0.8% 23 0.6% 12Relish 0.7% 24 0.2% 21

Varied Menu

Incidence

Varied Menu Rank

Mexican Incidence

Mexican Rank

Sour Cream 30.6% 1 13.9% 2Salsa 28.0% 2 6.0% 4

Pepper 18.8% 3 7.1% 3Guacamole 14.1% 4 14.9% 1

Chipotle 11.7% 5 1.3% 7Pico de Gallo 9.8% 6 5.2% 5

Jalapeno 7.5% 7 2.2% 6Ranch 5.9% 8 0.8% 10

Mayonnaise 3.9% 9 0.5% 16Pepperjack 2.5% 10 0.2% 24

Sweet 2.3% 11 0.7% 11Vinaigrette 2.0% 12 0.5% 15

Honey 1.7% 13 0.4% 18Caesar 1.5% 14 0.6% 14Cajun 1.5% 15 0.1% 36Buffalo 1.3% 16 0.2% 20Picante 1.2% 17 0.1% 39Chilies 1.1% 18 0.1% 32

Mustard 1.0% 19 0.4% 17Tequila 1.0% 20 0.2% 24

Aioli 0.8% 21 0.1% 33Butter 0.8% 22 1.1% 8

Mesquite 0.8% 23 0.6% 12Relish 0.7% 24 0.2% 21







Time Trendscategory: 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.

DEFINITIONS







DEFINITIONS







2006 2005Net

Change2006

CountCommon-

alityVaried Menu

RankMex Rest.

Rank

Chipotle 11.7% 5.7% +104.5% 632 common 5 7Buffalo 1.3% 0.6% +101.7% 70 rare 16 20Tequila 1.0% 0.5% +95.7% 55 rare 20 24Relish 0.7% 0.4% +81.5% 36 very rare 24 21Bleu 0.7% 0.4% +81.5% 36 very rare 25 22

Pepperjack 2.5% 1.4% +76.4% 137 rare 10 24Ranch 5.9% 3.5% +69.7% 317 somwehat 8 10Aioli 0.8% 0.5% +69.4% 42 very rare 21 33

Mayonnaise 3.9% 2.4% +60.3% 212 somwehat 9 16Butter 0.8% 0.5% +58.8% 42 very rare 22 8Cajun 1.5% 0.9% +54.2% 79 rare 15 36Citrus 0.6% 0.4% +51.3% 30 very rare 29 23Sweet 2.3% 1.5% +48.8% 123 rare 11 11Caesar 1.5% 1.0% +48.5% 81 rare 14 14Mustard 1.0% 0.7% +41.2% 56 rare 19 17

Pico de Gallo 9.8% 7.1% +38.8% 530 common 6 5

TOP GAINERS: SAUCES & FLAVORSPerentage of all Mexican-Inspired Dishes


2006 2005Net

Change2006

CountCommon-

alityVaried Menu

RankMex Rest.

Rank

Chipotle 11.7% 5.7% +104.5% 632 common 5 7Buffalo 1.3% 0.6% +101.7% 70 rare 16 20Tequila 1.0% 0.5% +95.7% 55 rare 20 24Relish 0.7% 0.4% +81.5% 36 very rare 24 21Bleu 0.7% 0.4% +81.5% 36 very rare 25 22

Pepperjack 2.5% 1.4% +76.4% 137 rare 10 24Ranch 5.9% 3.5% +69.7% 317 somwehat 8 10Aioli 0.8% 0.5% +69.4% 42 very rare 21 33

Mayonnaise 3.9% 2.4% +60.3% 212 somwehat 9 16Butter 0.8% 0.5% +58.8% 42 very rare 22 8Cajun 1.5% 0.9% +54.2% 79 rare 15 36Citrus 0.6% 0.4% +51.3% 30 very rare 29 23Sweet 2.3% 1.5% +48.8% 123 rare 11 11Caesar 1.5% 1.0% +48.5% 81 rare 14 14Mustard 1.0% 0.7% +41.2% 56 rare 19 17

Pico de Gallo 9.8% 7.1% +38.8% 530 common 6 5

TOP GAINERS: SAUCES & FLAVORSPerentage of all Mexican-Inspired Dishes







Product-Specific Flavors

Product-Specific Flavors






a look at the proteins, cheese, sauces, and other ingredients by major item type






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.

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.

Menu Part Analysisappetizers & sides vs. entrees Figures based on all incidences of the named item

categories – including those found on both Mexican and varied menus.

Distribution by Menu Part

0% 20% 40% 60% 80% 100%

Chalupa

Flauta

Taquito

Chimichanga

Relleno

Tamale

Enchilada

Burrito

Taco

Appetizer / Side Entrée

Distribution by Menu Part

0% 20% 40% 60% 80% 100%

Chalupa

Flauta

Taquito

Chimichanga

Relleno

Tamale

Enchilada

Burrito

Taco

Appetizer / Side Entrée

Appetizer/Side EntréeTaco 6.4% 93.6%

Burrito 3.7% 96.3%Enchilada 4.2% 95.8%Tamale 15.8% 84.2%Relleno 7.4% 92.6%

Chimichanga 7.0% 93.0%Taquito 37.4% 62.6%Flauta 16.6% 83.4%

Chalupa 6.7% 93.3%

Appetizer/Side EntréeTaco 6.4% 93.6%

Burrito 3.7% 96.3%Enchilada 4.2% 95.8%Tamale 15.8% 84.2%Relleno 7.4% 92.6%

Chimichanga 7.0% 93.0%Taquito 37.4% 62.6%Flauta 16.6% 83.4%

Chalupa 6.7% 93.3%






Tacostop 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.”

Beef 35.2%Chicken 34.3%Steak 7.5%Fish 7.1%

Ground 6.5%Carne 6.2%Pork 4.4%

Shrimp 3.0%Breast 1.5%

ProteinsBeef 35.2%

Chicken 34.3%Steak 7.5%Fish 7.1%

Ground 6.5%Carne 6.2%Pork 4.4%

Shrimp 3.0%Breast 1.5%

Proteins

Cheddar 5.1%Queso 3.7%Jack 3.3%

Monterey 1.4%

CheesesCheddar 5.1%Queso 3.7%Jack 3.3%

Monterey 1.4%

Cheeses

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%

Sauces / FlavorsGuacamole 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%

Sauces / Flavors

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%

Prep Methods / DescriptorsTopped 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%

Prep Methods / Descriptors

Bean 32.2%Rice 25.3%

Tortilla 25.1%

Other ItemsBean 32.2%Rice 25.3%

Tortilla 25.1%

Other Items

Lettuce 19.2%Tomato 17.1%Onion 10.9%Olive 2.6%

Potato 1.7%

VegetablesLettuce 19.2%Tomato 17.1%Onion 10.9%Olive 2.6%

Potato 1.7%

Vegetables






Burritostop 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.

Beef 29.2%Chicken 28.8%Steak 7.7%Pork 7.2%Egg 7.1%

Ground 6.3%Carne 4.3%Shrimp 2.5%Breast 1.6%Fish 1.5%

ProteinsBeef 29.2%

Chicken 28.8%Steak 7.7%Pork 7.2%Egg 7.1%

Ground 6.3%Carne 4.3%Shrimp 2.5%Breast 1.6%Fish 1.5%

Proteins

Cheddar 6.7%Jack 6.5%

Queso 2.5%Monterey 1.9%

CheesesCheddar 6.7%

Jack 6.5%Queso 2.5%

Monterey 1.9%

Cheeses

Tomato 18.0%Lettuce 16.4%Onion 14.5%Potato 2.9%

Mushroom 1.9%Olive 1.8%

Spinach 1.4%

VegetablesTomato 18.0%Lettuce 16.4%Onion 14.5%Potato 2.9%

Mushroom 1.9%Olive 1.8%

Spinach 1.4%

Vegetables


Tortilla 27.7%


Tortilla 27.7%

Other Items

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%

Sauces / FlavorsSour 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%

Sauces / Flavors

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%

Prep Methods / DescriptorsTopped 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%







Topped Burritosa few interesting examples

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.

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.



BREAKFAST BURRITO

a large flour tortilla filled with scrambled eggs, cheddar cheese, tomatoes, onions & green pepper, topped with ranchera sauce.

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.



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.



BREAKFAST BURRITO







Enchiladastop 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.

Chicken 41.5%Beef 32.8%

Ground 5.6%Carne 5.0%Shrimp 4.8%Pork 3.6%Crab 3.2%Steak 2.7%

Seafood 2.6%Egg 1.3%

Breast 1.2%

ProteinsChicken 41.5%

Beef 32.8%Ground 5.6%Carne 5.0%Shrimp 4.8%Pork 3.6%Crab 3.2%Steak 2.7%

Seafood 2.6%Egg 1.3%

Breast 1.2%

Proteins

Jack 9.0%Cheddar 4.7%Monterey 4.4%

Queso 4.2%

CheesesJack 9.0%

Cheddar 4.7%Monterey 4.4%

Queso 4.2%

Cheeses

Onion 11.6%Tomato 8.5%Lettuce 6.6%Spinach 4.7%

Mushroom 2.7%Potato 1.1%Olive 1.0%

VegetablesOnion 11.6%

Tomato 8.5%Lettuce 6.6%Spinach 4.7%

Mushroom 2.7%Potato 1.1%Olive 1.0%

Vegetables


Tortilla 22.2%


Tortilla 22.2%

Other Items

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%

Sauces / FlavorsSour 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%

Sauces / Flavors

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%

Prep Methods / DescriptorsTopped 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%







Tamalestop 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.

Chicken 23.3%Beef 21.8%Pork 20.2%

Carne 4.4%Ground 2.3%Steak 1.4%

ProteinsChicken 23.3%

Beef 21.8%Pork 20.2%

Carne 4.4%Ground 2.3%Steak 1.4%

Proteins

Queso 4.3%Jack 2.8%


CheesesQueso 4.3%Jack 2.8%


Cheeses

Corn 19.5%Tomato 4.4%Onion 3.8%

Lettuce 2.8%Spinach 1.8%

Olive 1.2%Potato 1.1%

VegetablesCorn 19.5%

Tomato 4.4%Onion 3.8%

Lettuce 2.8%Spinach 1.8%

Olive 1.2%Potato 1.1%

Vegetables


Tortilla 2.0%


Tortilla 2.0%

Other Items

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%

Sauces / FlavorsChili 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%

Sauces / Flavors

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%

Prep Methods / DescriptorsTopped 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%







Ingredient Summariesproteins

Taco Burrito Enchilada Tamale Relleno Chimichanga Taquito Flauta ChalupaChicken 34.3% 28.8% 41.5% 23.3% 11.7% 58.3% 55.3% 55.3% 27.9%

Beef 35.2% 29.2% 32.8% 21.8% 16.8% 59.0% 43.9% 43.9% 35.1%Ground 6.5% 6.3% 5.6% 2.3% 2.7% 8.9% 1.7% 1.7% 3.4%Steak 7.5% 7.7% 2.7% 1.4% - 3.5% 3.0% 3.0% -Carne 6.2% 4.3% 5.0% 4.4% 1.8% 3.4% - - 2.7%Pork 4.4% 7.2% 3.6% 20.2% 3.1% 7.1% 2.1% 2.1% -Fish 7.1% 1.5% - - - 1.2% 1.1% 1.1% -

Shrimp 3.0% 2.5% 4.8% - 2.9% 6.2% 1.7% 1.7% -Breast 1.5% 1.6% 1.2% - - 1.7% - - 0.8%

Egg - 7.1% 1.3% - 10.8% - - - -Crab - - 3.2% - - 2.9% - - -

Seafood - - 2.6% - - 3.9% - - -

Taco Burrito Enchilada Tamale Relleno Chimichanga Taquito Flauta ChalupaChicken 34.3% 28.8% 41.5% 23.3% 11.7% 58.3% 55.3% 55.3% 27.9%

Beef 35.2% 29.2% 32.8% 21.8% 16.8% 59.0% 43.9% 43.9% 35.1%Ground 6.5% 6.3% 5.6% 2.3% 2.7% 8.9% 1.7% 1.7% 3.4%Steak 7.5% 7.7% 2.7% 1.4% - 3.5% 3.0% 3.0% -Carne 6.2% 4.3% 5.0% 4.4% 1.8% 3.4% - - 2.7%Pork 4.4% 7.2% 3.6% 20.2% 3.1% 7.1% 2.1% 2.1% -Fish 7.1% 1.5% - - - 1.2% 1.1% 1.1% -

Shrimp 3.0% 2.5% 4.8% - 2.9% 6.2% 1.7% 1.7% -Breast 1.5% 1.6% 1.2% - - 1.7% - - 0.8%

Egg - 7.1% 1.3% - 10.8% - - - -Crab - - 3.2% - - 2.9% - - -

Seafood - - 2.6% - - 3.9% - - -

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.

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.






Ingredient Summariescheeses & other items

Taco Burrito Enchilada Tamale Relleno Chimichanga Taquito Flauta ChalupaJack 3.3% 6.5% 9.0% 2.8% 9.1% 5.7% 3.2% 3.2% 1.5%

Cheddar 5.1% 6.7% 4.7% 1.8% 1.5% 4.2% 1.7% 1.7% 2.3%Queso 3.7% 2.5% 4.2% 4.3% 2.4% 4.9% 3.4% 3.4% 11.1%

Monterey 1.4% 1.9% 4.4% 1.5% 4.4% 2.4% 1.3% 1.3% 0.8%

Taco Burrito Enchilada Tamale Relleno Chimichanga Taquito Flauta ChalupaJack 3.3% 6.5% 9.0% 2.8% 9.1% 5.7% 3.2% 3.2% 1.5%

Cheddar 5.1% 6.7% 4.7% 1.8% 1.5% 4.2% 1.7% 1.7% 2.3%Queso 3.7% 2.5% 4.2% 4.3% 2.4% 4.9% 3.4% 3.4% 11.1%

Monterey 1.4% 1.9% 4.4% 1.5% 4.4% 2.4% 1.3% 1.3% 0.8%

Taco Burrito Enchilada Tamale Relleno Chimichanga Taquito Flauta ChalupaBean 32.2% 49.9% 38.6% 28.7% 30.0% 51.8% 18.9% 18.9% 59.2%Rice 25.3% 32.7% 38.6% 26.4% 27.4% 42.3% 15.3% 15.3% 22.1%

Tortilla 25.1% 27.7% 22.2% 2.0% 11.2% 47.7% 33.8% 33.8% 20.2%

Taco Burrito Enchilada Tamale Relleno Chimichanga Taquito Flauta ChalupaBean 32.2% 49.9% 38.6% 28.7% 30.0% 51.8% 18.9% 18.9% 59.2%Rice 25.3% 32.7% 38.6% 26.4% 27.4% 42.3% 15.3% 15.3% 22.1%

Tortilla 25.1% 27.7% 22.2% 2.0% 11.2% 47.7% 33.8% 33.8% 20.2%

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.

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).






Ingredient Summariesvegetables

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.

Taco Burrito Enchilada Tamale Relleno Chimichanga Taquito Flauta ChalupaLettuce 19.2% 16.4% 6.6% 2.8% 5.6% 20.2% 17.2% 17.2% 33.2%Tomato 17.1% 18.0% 8.5% 4.4% 7.3% 14.3% 14.4% 14.4% 29.8%Onion 10.9% 14.5% 11.6% 3.8% 3.1% 7.3% 3.9% 3.9% 5.3%Olive 2.6% 1.8% 1.0% 1.2% - 1.7% - - 0.8%

Potato 1.7% 2.9% 1.1% 1.1% 1.8% - 2.1% 2.1% 1.1%Spinach - 1.4% 4.7% 1.8% - 1.2% - - -

Mushroom - 1.9% 2.7% - 1.3% 1.7% - - -

Taco Burrito Enchilada Tamale Relleno Chimichanga Taquito Flauta ChalupaLettuce 19.2% 16.4% 6.6% 2.8% 5.6% 20.2% 17.2% 17.2% 33.2%Tomato 17.1% 18.0% 8.5% 4.4% 7.3% 14.3% 14.4% 14.4% 29.8%Onion 10.9% 14.5% 11.6% 3.8% 3.1% 7.3% 3.9% 3.9% 5.3%Olive 2.6% 1.8% 1.0% 1.2% - 1.7% - - 0.8%

Potato 1.7% 2.9% 1.1% 1.1% 1.8% - 2.1% 2.1% 1.1%Spinach - 1.4% 4.7% 1.8% - 1.2% - - -

Mushroom - 1.9% 2.7% - 1.3% 1.7% - - -







Ingredient Summariessauces and flavors

Taco Burrito Enchilada Tamale Relleno Chimichanga Taquito Flauta ChalupaSour Cream 11.7% 22.1% 22.0% 7.4% 7.1% 57.5% 44.7% 44.7% 19.1%Guacamole 13.6% 16.1% 9.2% 6.4% 9.3% 48.2% 60.6% 60.6% 35.1%

Chile 4.8% 9.2% 10.3% 15.0% 76.4% 7.3% 2.2% 2.2% 13.4%Salsa 11.0% 14.7% 5.7% 5.2% 4.5% 8.9% 9.7% 9.7% 1.1%Chili 4.7% 5.6% 7.9% 16.7% 10.6% 6.6% 3.4% 3.4% 9.2%

Pico de Gallo 8.7% 5.5% 3.3% 2.9% - 12.0% 5.0% 5.0% 2.3%Red 3.0% 8.1% 8.7% 7.2% 4.7% 4.7% 3.2% 3.2% -

Pepper 3.2% 7.2% 3.4% 2.3% 19.7% 4.7% 2.8% 2.8% -Ranchero 1.2% 4.1% 7.3% 2.5% 7.6% 7.4% 7.9% 7.9% 1.1%

Fajita 4.2% 4.1% 2.9% 1.2% 1.1% 3.5% 1.1% 1.1% 3.8%Spicy 2.4% 3.3% 2.9% 3.8% 2.8% 6.2% 4.9% 4.9% 1.1%

Cilantro 4.7% 2.0% 1.8% - 1.0% - - - 1.1%Avocado 2.0% 2.4% 2.6% 1.1% - 1.5% 2.4% 2.4% 1.5%Tomatillo 1.2% 1.4% 4.6% 2.0% - - 1.3% 1.3% 0.8%

Verde - 4.5% 5.4% 2.1% 1.5% 3.4% 0.9% 0.9% -Poblano - - 1.9% 1.4% 13.1% - - - -Jalapeno 1.9% - - 1.2% - - 2.6% 2.6% 1.5%

Brown - - - - 2.5% 11.6% 3.9% 3.9% -Mole - - 3.9% 1.5% - - - - -Mild - 2.4% 1.8% 2.3% 6.2% - - - -Lime 1.5% - - - - - - - 1.5%

Chipotle 1.1% - - - - - - - -

Taco Burrito Enchilada Tamale Relleno Chimichanga Taquito Flauta ChalupaSour Cream 11.7% 22.1% 22.0% 7.4% 7.1% 57.5% 44.7% 44.7% 19.1%Guacamole 13.6% 16.1% 9.2% 6.4% 9.3% 48.2% 60.6% 60.6% 35.1%

Chile 4.8% 9.2% 10.3% 15.0% 76.4% 7.3% 2.2% 2.2% 13.4%Salsa 11.0% 14.7% 5.7% 5.2% 4.5% 8.9% 9.7% 9.7% 1.1%Chili 4.7% 5.6% 7.9% 16.7% 10.6% 6.6% 3.4% 3.4% 9.2%

Pico de Gallo 8.7% 5.5% 3.3% 2.9% - 12.0% 5.0% 5.0% 2.3%Red 3.0% 8.1% 8.7% 7.2% 4.7% 4.7% 3.2% 3.2% -

Pepper 3.2% 7.2% 3.4% 2.3% 19.7% 4.7% 2.8% 2.8% -Ranchero 1.2% 4.1% 7.3% 2.5% 7.6% 7.4% 7.9% 7.9% 1.1%

Fajita 4.2% 4.1% 2.9% 1.2% 1.1% 3.5% 1.1% 1.1% 3.8%Spicy 2.4% 3.3% 2.9% 3.8% 2.8% 6.2% 4.9% 4.9% 1.1%

Cilantro 4.7% 2.0% 1.8% - 1.0% - - - 1.1%Avocado 2.0% 2.4% 2.6% 1.1% - 1.5% 2.4% 2.4% 1.5%Tomatillo 1.2% 1.4% 4.6% 2.0% - - 1.3% 1.3% 0.8%

Verde - 4.5% 5.4% 2.1% 1.5% 3.4% 0.9% 0.9% -Poblano - - 1.9% 1.4% 13.1% - - - -Jalapeno 1.9% - - 1.2% - - 2.6% 2.6% 1.5%

Brown - - - - 2.5% 11.6% 3.9% 3.9% -Mole - - 3.9% 1.5% - - - - -Mild - 2.4% 1.8% 2.3% 6.2% - - - -Lime 1.5% - - - - - - - 1.5%

Chipotle 1.1% - - - - - - - -







Ingredient Summariespreparation methods and descriptors

Taco Burrito Enchilada Tamale Relleno Chimichanga Taquito Flauta ChalupaTopped 9.9% 22.6% 31.2% 11.8% 13.7% 41.0% 15.1% 15.1% 19.1%Filled 9.5% 12.5% 9.7% 5.7% 7.1% 20.7% 12.5% 12.5% 2.3%

Shredded 9.0% 7.3% 5.9% 4.4% 2.4% 16.4% 14.0% 14.0% 5.3%Stuffed 4.9% 7.8% 7.5% 4.1% 32.0% 15.3% 12.1% 12.1% 1.1%Refried 7.5% 8.3% 8.8% 7.2% 7.7% 12.6% 2.4% 2.4% 14.1%Fried 4.0% 3.8% 2.1% 1.4% 12.0% 48.7% 22.8% 22.8% 5.7%Crispy 9.4% - 2.3% 2.9% 1.5% 7.6% 8.6% 8.6% 8.4%Grilled 9.1% 8.0% 3.8% 1.1% 5.3% 3.0% 2.2% 2.2% 0.8%Fresh 6.0% 6.4% 3.4% 4.3% 5.6% 2.7% 4.5% 4.5% 2.7%Rolled 2.6% 4.0% 5.6% 1.1% 1.2% 7.4% 20.6% 20.6% -

Covered 1.8% 4.1% 7.5% 3.2% 4.6% 5.7% - - 4.6%Melted 1.3% 8.1% 8.7% 3.7% 3.9% 4.7% 0.9% 0.9% 2.7%

Seasoned 4.1% 3.2% 2.1% 2.1% 1.7% 4.9% 3.6% 3.6% 2.7%Crisp 4.0% - - - - 6.7% 6.9% 6.9% 8.0%Asada 5.2% 3.3% 1.3% - - - - - -Platter 2.4% - 1.0% 1.7% - 1.9% 6.9% 6.9% 0.8%Mini 2.6% - - 1.1% - 3.9% 6.2% 6.2% -

Wrapped 1.1% 4.6% 1.5% 5.8% 1.5% 4.6% 2.2% 2.2% -Sauteed 1.7% 2.8% 3.0% - 1.0% 1.9% - - -

Marinated 2.9% 2.2% - - - - 1.5% 1.5% -Homemade 1.4% - 1.5% 7.5% - - 2.1% 2.1% -

Diced 2.7% 1.7% - - - 1.9% 1.3% 1.3% 0.8%Smothered - 4.3% 4.4% 3.8% 3.1% 3.9% - - 0.8%

Tender 1.5% 2.0% 1.3% 2.3% - 1.5% 1.1% 1.1% -Chopped 1.7% - - - 1.7% - - - 0.8%

Taco Burrito Enchilada Tamale Relleno Chimichanga Taquito Flauta ChalupaTopped 9.9% 22.6% 31.2% 11.8% 13.7% 41.0% 15.1% 15.1% 19.1%Filled 9.5% 12.5% 9.7% 5.7% 7.1% 20.7% 12.5% 12.5% 2.3%

Shredded 9.0% 7.3% 5.9% 4.4% 2.4% 16.4% 14.0% 14.0% 5.3%Stuffed 4.9% 7.8% 7.5% 4.1% 32.0% 15.3% 12.1% 12.1% 1.1%Refried 7.5% 8.3% 8.8% 7.2% 7.7% 12.6% 2.4% 2.4% 14.1%Fried 4.0% 3.8% 2.1% 1.4% 12.0% 48.7% 22.8% 22.8% 5.7%Crispy 9.4% - 2.3% 2.9% 1.5% 7.6% 8.6% 8.6% 8.4%Grilled 9.1% 8.0% 3.8% 1.1% 5.3% 3.0% 2.2% 2.2% 0.8%Fresh 6.0% 6.4% 3.4% 4.3% 5.6% 2.7% 4.5% 4.5% 2.7%Rolled 2.6% 4.0% 5.6% 1.1% 1.2% 7.4% 20.6% 20.6% -

Covered 1.8% 4.1% 7.5% 3.2% 4.6% 5.7% - - 4.6%Melted 1.3% 8.1% 8.7% 3.7% 3.9% 4.7% 0.9% 0.9% 2.7%

Seasoned 4.1% 3.2% 2.1% 2.1% 1.7% 4.9% 3.6% 3.6% 2.7%Crisp 4.0% - - - - 6.7% 6.9% 6.9% 8.0%Asada 5.2% 3.3% 1.3% - - - - - -Platter 2.4% - 1.0% 1.7% - 1.9% 6.9% 6.9% 0.8%Mini 2.6% - - 1.1% - 3.9% 6.2% 6.2% -

Wrapped 1.1% 4.6% 1.5% 5.8% 1.5% 4.6% 2.2% 2.2% -Sauteed 1.7% 2.8% 3.0% - 1.0% 1.9% - - -

Marinated 2.9% 2.2% - - - - 1.5% 1.5% -Homemade 1.4% - 1.5% 7.5% - - 2.1% 2.1% -

Diced 2.7% 1.7% - - - 1.9% 1.3% 1.3% 0.8%Smothered - 4.3% 4.4% 3.8% 3.1% 3.9% - - 0.8%

Tender 1.5% 2.0% 1.3% 2.3% - 1.5% 1.1% 1.1% -Chopped 1.7% - - - 1.7% - - - 0.8%







Pricing OpportunitiesPricing Opportunities






how Mexican items are priced… from budget to premium






Entrée Price Distributionall segments

Price Distribution: All Segments(percentage of entrée items priced below…)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

$- $1 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 $12

Taco

EnchiladaBurrito

ChimichangaTaquito

FlautaChalupa

Price Distribution: All Segments(percentage of entrée items priced below…)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

$- $1 $2 $3 $4 $5 $6 $7 $8 $9 $10 $11 $12

Taco

EnchiladaBurrito

ChimichangaTaquito

FlautaChalupa

median prices

taco

taquito

burrito

chimichanga

flauta

chalupa

enchilada

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

QSR Midscale Casual

Taco 3.70$ 5.72$ 6.75$ Enchilada 5.61$ 7.06$ 8.09$

Burrito 4.92$ 6.17$ 7.81$ Chimichanga 6.10$ 7.23$ 8.06$

Taquito 6.30$ 7.09$ 7.20$ Flauta 7.98$ 7.39$ 7.75$

Chalupa 4.27$ 5.53$ 6.26$

AVERAGE PRICES

QSR Midscale Casual

Taco 3.70$ 5.72$ 6.75$ Enchilada 5.61$ 7.06$ 8.09$

Burrito 4.92$ 6.17$ 7.81$ Chimichanga 6.10$ 7.23$ 8.06$

Taquito 6.30$ 7.09$ 7.20$ Flauta 7.98$ 7.39$ 7.75$

Chalupa 4.27$ 5.53$ 6.26$

Item in red indicate a small sample size (fewer than 100 data points) READING THIS GRAPH

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.

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.

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.

READING THIS GRAPH

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.

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.

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.






Ideation ExamplesIdeation Examples






innovative applications, notable dishes, and other insights to spur ideation






Mini Tacosexcerpts of the few

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.).

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.

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.






Appetizer Taquitosmenu excerpts

With their greater appetizer legacy, taquitos tend to be far more innovative than mini tacos (which are typically very plain).

Novel ingredients and flavors including lobster, jalapeno jelly, oaxacan guacamolito salsa, shrimp, and papaya-lime sauce make these taquitos more interesting for the progressive diner.

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.

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.






Mini Burritos & Chimichangas menu excerpts

Operators tend to be more creative with mini burritos and mini-chimichangas than they are with mini tacos.

Here we see a few hints of interesting ingredients including seafood, jalapeno cream cheese, and avocado cilantro sauce.

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.

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

COMBO APPETIZER PLATE

onion rings, chicken strips, zucchini, mini burritos and mozzarella sticks. served with our rich meat sauce and cool ranch dip.

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

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

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

COMBO APPETIZER PLATE

onion rings, chicken strips, zucchini, mini burritos and mozzarella sticks. served with our rich meat sauce and cool ranch dip.

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

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






Chipotlemenu 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.

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 SANDWICH

oven roasted turkey breast, anaheim chili and jack cheese baked 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



peppers.

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 SANDWICH

oven roasted turkey breast, anaheim chili and jack cheese baked 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



peppers.






Chipotlemenu excerpts

Additional notable chipotle examples…



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 MAHI-MAHI

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.

VANILLA-CHIPOTLE DUCK BREAST

barbeque black beans, mescal braised greens chorizo and blue corn tamale

BLACKENED CHICKEN PENNE

sweet corn, roma tomatoes, spinach, red onions, chipotle cream sauce.

CHIPOTLE CHICKEN SALAD

panko bread crumb and red chilli pepper coated chicken tenders, crispy wontons, caramelized pepper pecans, timatoes

and mixed greens.



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 MAHI-MAHI

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.

VANILLA-CHIPOTLE DUCK BREAST

barbeque black beans, mescal braised greens chorizo and blue corn tamale

BLACKENED CHICKEN PENNE

sweet corn, roma tomatoes, spinach, red onions, chipotle cream sauce.

CHIPOTLE CHICKEN SALAD

panko bread crumb and red chilli pepper coated chicken tenders, crispy wontons, caramelized pepper pecans, timatoes

and mixed greens.






Breakfast burritos are fairly common, served at 17.2% of restaurants that offer breakfast.

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.

Breakfast Burrito Penetration: Segmentation(of restaurants that serve breakfast)

22.4%

14.0%17.4%

4.8%

17.2%

0%

5%

10%

15%

20%

25%

QSR Midscale Casual Fine Dining Total

Breakfast Burrito Penetration: Regionality(of restaurants that serve breakfast)

28.9%

9.4% 7.3% 5.9%

17.2%

0%

5%

10%

15%

20%

25%

30%

35%

West Midwest South Northeast Total

Breakfast Burritosmenu penetration






Egg 69.5%Tortilla 26.3%Flour 22.9%Bean 21.8%

Bacon 20.7%Sausage 20.3%Chorizo 16.2%Ham 14.3%


Onion 19.2%Pepper 13.9%Tomato 10.9%

Salsa 30.1%Sour Cream 14.3%

Breakfast Burritos:Top Specified Ingredients

Egg 69.5%Tortilla 26.3%Flour 22.9%Bean 21.8%

Bacon 20.7%Sausage 20.3%Chorizo 16.2%Ham 14.3%


Onion 19.2%Pepper 13.9%Tomato 10.9%

Salsa 30.1%Sour Cream 14.3%

Breakfast Burritos:Top Specified Ingredients

Breakfast Burritostop ingredients & examples

BREAKFAST BURRITO


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

BREAKFAST BURRITO


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

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”).






Dessert Itemsflan: segmentation, regionality & examples

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.

Flan Penetration: Segmentation(all US restaurants)

3.5%7.6%

17.8%

5.3%

10.2%

0%2%4%6%8%

10%12%14%16%18%20%


Flan Penetration: Regionality(all US restaurants)

11.7%

6.0%

13.4%

6.0%

10.2%

0%

2%

4%

6%

8%

10%

12%

14%

16%


LECHE FLAN a rich custard of egg and milk cooked with caramel syrup

TEQUILA FLAN a traditional mexican custard dessert topped with tequila-infused

caramelized sugar and garnished with caramelized lime.

FLAN creamy traditional mexiacn custard afloat in a fresh cinnamon-

caramel sauce

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.

LECHE FLAN a rich custard of egg and milk cooked with caramel syrup

TEQUILA FLAN a traditional mexican custard dessert topped with tequila-infused

caramelized sugar and garnished with caramelized lime.

FLAN creamy traditional mexiacn custard afloat in a fresh cinnamon-

caramel sauce

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.

- a few examples -






Dessert Itemssopapillas: segmentation, regionality & examples

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.

- a few examples -

Sopapilla Penetration: Segmentation(all US restaurants)

0.7%4.0%

9.7%

0.4%

5.0%

0%

2%

4%

6%

8%

10%

12%


Sopapilla Penetration: Regionality(all US restaurants)

4.8% 5.4%

7.2%

0.7%

5.0%

0%

1%

2%

3%

4%

5%

6%

7%

8%


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.

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.






Dessert Itemsdessert 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.

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).

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.

CHIMICHANGA DE MANZANA

flour tortilla filled with apple or banana, cinnamon and spices served with a scoop of vanilla ice cream. topped with strawberry

sauce.

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.

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.

CHIMICHANGA DE MANZANA

flour tortilla filled with apple or banana, cinnamon and spices served with a scoop of vanilla ice cream. topped with strawberry

sauce.

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.






Dessert Itemsoverall 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.

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%

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%

Sauces & Flavors: 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%

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%

Fruit:Incidence

Pecan 3.6%Chip 3.5%

Almond 2.5%Peanut 2.3%Carrot 2.0%Walnut 1.8%

Nuts & Other Items: Incidence

Pecan 3.6%Chip 3.5%

Almond 2.5%Peanut 2.3%Carrot 2.0%Walnut 1.8%

Nuts & Other Items: Incidence






food and flavor trends + projectable analysis






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