Mexican food has become a staple in American dining, with items like tacos, burritos, and guacamole appearing on menus all over the country, from fast-food chains to high-end restaurants. But just what is it that makes Mexican cuisine so popular in the U.S.? Below, we’ll get a better idea about Mexican food’s popularity by looking at some of the historical influences, consumer trends, and market dynamics that have propelled Mexican cuisine to the forefront of America’s culinary scene. We’ll also examine how the Mexican food market is evolving and where opportunities lie for investors and restaurateurs.
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The Growth of Mexican Cuisine in the U.S.
The Mexican restaurant industry’s journey in the U.S. began with the migration of Mexican workers during the 19th and early 20th centuries, particularly to the American Southwest. Dishes like tamales and enchiladas quickly gained popularity and eventually evolved into Tex-Mex: that craveable fusion of Mexican and American flavors we all know and love. The rise of fast-food chains like Taco Bell in the 1960s further cemented Mexican food’s place in American culture, where proud independent operators across the US opened countless restaurants on their own to share the bold, irresistible flavors of their homeland with new communities nationwide.
Today, Mexican cuisine is the second most popular ethnic food in the U.S., and according to a Pew Research poll, Mexican restaurants account for about one out of every ten restaurants in the country, with 85% of counties having at least one Mexican restaurant in their vicinity. With its bold flavors, affordability, and adaptability to American tastes, it’s no wonder why Mexican food’s popularity has skyrocketed and demand for it remains consistent.
Why Is Mexican Food So Popular?
Several consumer trends explain why Mexican food continues to thrive:
1. Demand for Bold, Authentic Flavors
Americans increasingly seek authentic, globally inspired dishes, and Mexican cuisine delivers with its rich spices, fresh ingredients, and diverse regional styles. For instance, Ori’Zaba’s Scratch Mexican Grill channels inspiration for their menu from the Mount Orizaba region of Mexico, specifically, giving them a unique differentiator even within the greater Mexican food market.
2. Health-Conscious Choices
Mexican food can be both indulgent and nutritious. With dishes that can be easily modified for vegetarian or pescatarian diets, Mexican food is very versatile and can be made nutritiously satisfying for discerning diners. A heavy reliance on fresh produce and an ability to substitute ingredients make Mexican fast-casual restaurants like Ori’Zaba’s strong contenders for local market share.
3. Rise of Fast-Casual & Delivery
Larger Mexican fast-casual restaurant chains like Chipotle rose in popularity by offering quick, build-your-own meals, and rising franchise brands like Ori’Zaba’s are finding similar success within the fast-casual space. The post-pandemic surge in third-party food delivery has also benefited Mexican restaurants enormously, increasing revenue streams for operators. Mexican food is highly portable and holds well for freshness, even in a delivery format.
Mexican Food Market Insights & Industry Data
- Mexican restaurant industry revenue has grown at a CAGR of 4.7 % over the past five years, to reach an estimated $96.4B in 2025.
- In 2024, nachos were the most popular Mexican dish in the United States. About 80% of respondents had a positive opinion of the dish, and in second place were burritos, with 79%.
- The Southwest US still leads overall in Mexican restaurant density, but Northeastern cities like NYC and Boston are seeing rapid growth.
How Mexican Cuisine Trends Are Evolving
Tex-Mex vs Authentic Mexican Food
Whether your restaurant takes a general approach to Tex-Mex and offers a little bit of everything, or it has a more regional focus with particular flavors and dishes on offer, diners are ready to give it a try. Brands like Ori’Zaba’s are finding ways to have the best of both worlds, with a delectable fusion of traditional Mexican flavors that please the American palate, and keep guests regularly coming back for more.
An Emphasis on Ingredients
Brands like Ori’Zaba’s make everything from scratch, ensuring each and every dish is of the utmost quality. Conscious ingredient sourcing goes a long way in delivering consistently excellent experiences to guests, and restaurateurs who emphasize high-quality ingredient sourcing stand to benefit from repeat business from satisfied customers.
Business Opportunities
The Mexican food industry continues to expand, and there’s ample room for regional chains like Ori’Zaba’s to exploit Mexican food’s ever-present demand. By focusing on authenticity and delivering quality experiences, a regional Mexican fast-casual restaurant franchise can stake its claim and create a lasting foothold in the right community.
Additionally, by taking full advantage of the continued popularity of third-party delivery services like Uber Eats, GrubHub, and Postmates, restaurant operators can open up additional revenue streams and appeal to the untold number of potential customers who are unable to make it to the store in person. Further opportunities exist in the realm of alcohol via beer and aqua fresa pairings with tequila, allowing management to think about how their food menu’s flavors can combine with their drink menu to form exciting, profitable combinations that wow guests and drive combination sales.
Mexican Food’s Popularity: Timeless, Versatile Appeal
Mexican food’s deep roots, adaptability, and bold flavors ensure its lasting popularity in the U.S. As diners continue to search for authentic, health-conscious dining options that feature innovative twists on familiar dishes, vast opportunities exist for restaurant investors and food entrepreneurs in the Mexican food industry. With a burgeoning franchise brand like Ori’Zaba’s on your side, you can take full advantage of these exciting trends without having to start a Mexican restaurant from the ground up.
Want to learn more about how Ori’Zaba’s Scratch Mexican Grill is setting franchisees up for success? Head over to the brand’s franchise website to submit an inquiry form today!
