Putting the finishing touches on this, our last issue of 2026 , is more of a milestone than it might seem on the surface. That’s because it is the last issue of our second year as a digital-only publication — something we are quite proud of achieving after 25 years as a print publicatrion.
The response from our readers and advertisers alike has been almost universally positive. That response gives us energy and enthusiasm as we plan for 2026.
We’re growing our audience and adding new ways for current and prospective advertisers to reach the owners, chefs, managers and other industry personnel who continue to turn to el Restaurante for information about Mexican/Latin foodservice.
We hope the stories in this issue help you usher in the holidays and deliver information you can use to plan for a successful year ahead.
Publisher Ed Avis and I send our heartfelt gratitude for the support you have shown and wish you, your restaurant teams and your families the happiest of holiday seasons.
Here’s to a bright year ahead!
PUBLISHER
Ed Avis
EDITOR
Kathleen Furore
ART DIRECTOR Ala Ennes
CONTRIBUTING WRITERS
Alfredo Espinola
MAIN OFFICE phone: 708.267.0023
PRESS RELEASES TO: kfurore@restmex.com
MAILING ADDRESS P.O. Box 13347 Chicago, IL 60613
SHIPPING ADDRESS 1317 W. Belden Ave. Chicago, IL 60614
AD SALES/ENGLISH Ed Avis
708.218.7755 e davis@elrestaurante.com
Suzanne Bernhardt 678.880.9282
suzanne@elrestaurante.com
AD SALES/ESPAÑOL Alfredo Espinola 52-55-4006-9540 alfredo@elrestaurante.com
Published by Maiden Name Press, LLC Volume 28, Number 6 el Restaurante (formerly el Restaurante Mexicano) (ISSN 1091-5885) is published six times a year by Maiden Name Press, LLC 1317 W. Belden Ave., Chicago, IL 60614
DIFFERENCE BETWEEN WHOLLY ® AVOCADO AND WHOLE FRUIT?
Our avocado is just like the fruit you cut, pit and scoop minus all the cutting, pitting and scooping. And that translates to some serious time and labor savings. If you want the best part of the avocado without any of the work, give WHOLLY® AVOCADO a try. It’s 100% Hass Avocado and always ready to go.
TRY IT YOURSELF. REQUEST A SAMPLE. SCAN THE CODE TO GET STARTED.
2025 Sassiest Salsa Contest Winners: COMPLEX, DEEP FLAVORS CLAIM TOP PRIZES
| BY ED AVIS | When Darryl Holliday and his colleagues made a batch of Smoky Oaxacan Charred Cucumber & Jobo Salsa in the kitchen at Simple Culinary Solutions in Rogers, Arkansas, it was quickly devoured. Holliday suspected it was something special….and he was right! The recipe won first place in el Restaurante’s 2025 Sassiest Salsa Contest sponsored by Sammic.
“We liked the idea of that refreshing cucumber flavor in a spicy sauce,” Holliday says. “It was a flavor profile we had worked on and were really impressed with how it elevated the fruity notes and offered a cool, minerally flavor.”
Holliday’s recipe, which earned him $750 and a Sammic XM-52 Immersion Blender, is complex and creates deep flavors. The other winning recipes have the same rich characteristics. Second place went to Funky Black & Yellow Salsa by Kristofer Jubinville, executive sous chef at Bonita Bay Club in Lehigh Acres, Florida; and third place was awarded to Salsa Macha La Chida by Alberto Arteaga, owner of Pinchis Salsas in La Puente, California. The second and third place winners earned $500 and $250, respectively.
“The varieties of salsa that can exist and be created with imagination were a surprise,” says Enrique Fleischmann, corporate chef at Sammic and one of the judges of the contest. “Smoky salsas, roasted salsas, some with pineapple and others with a dual color…chile peppers presented in a very special way, nuts and seeds, blends of aromas and textures within them...without a doubt, a great edition of the Sassiest Salsa Competition.”
FIRST PLACE: A MOLE AND MACHA BASE
The base of Holliday’s winning Smoky Oaxacan Charred Cucumber & Jobo Salsa resembles a mole. Key ingredients such as pepitas and garlic are mashed in a molcajete; toasted chiles, vinegar and oil deliver the unique salsa macha twist.
“We dove in hard with the idea of moles, but looking beyond just the mole negra,” he explains. “We looked at some of those fruity, fresh moles, and we paired it with the trend of salsa macha, bringing those two flavors, two styles of salsa into one unique product.”
Then Holliday topped off the recipe with charred cucumber and jobo, a type of plum.
Holliday suggests that his Smoky Oaxacan Charred Cucumber & Jobo Salsa would work well on chicken or a light white fish.
“But a good salsa is never specific to one thing,” he says. “It’s all about how you want to use it in the application.”
SECOND PLACE: FERMENTATION IS THE KEY
The second place winner, Funky Black & Yellow Salsa, is distinguished by fermented ingredients. Jubinville and his boss, Executive Chef Richard Brumm, became intrigued by fermentation during a trip to Copenhagen, where they ate at famed restaurant Noma.
“I’m a food nerd and my boss is a food nerd,” Jubinville says. “We’ve been getting very much into the fermentation and the pickling aspects of food.”
Jubinville’s recipe starts with a base of pineapple, black garlic, red Fresno chile, cilantro stems, Kaffir lime leaf and miso. Those ingredients are fermented for about five days in a precisely made brine of salt and water. The salsa is then topped with a drizzle of aromatic oil and fried quinoa crunch.
“It all just balances nicely,” Jubinville says. “The Kaffir lime leaf brings in a little citrus flavor without being overpowering, and the pineapple adds the sweetness. Then the fermentation develops that umami flavor, that depth, that richness.”
Jubinville says the salsa is added to a chicken thigh taco served the Bonita Bay Club’s casual bar called The 55th Hole. It’s one of the bar’s best sellers.
“The varieties of salsa that can exist and be created with imagination were a surprise. Smoky salsas, roasted salsas, some with pineapple and others with a dual color…chile peppers presented in a very special way, nuts and seeds, blends of aromas and textures within them...without a doubt, a great edition of the Sassiest Salsa Competition.”
– CORPORATE CHEF ENRIQUE FLEISCHMANN, Sammic
THIRD PLACE: A SALSA MACHA WITH ALMONDS
Like many restaurant people, Alberto Arteaga was homebound during COVID and decided to create some salsas to pass the time. Friends and family told him they loved his efforts and encouraged him to create more. Arteaga, who works as a personal chef, eventually launched Pinchis Salsas as a side business.
He created the recipe for Salsa Macha La Chida because his daughters didn’t like the salsa they were offered at a taco shop.
“We were [at a restaurant], and my daughters said to me, ‘Dad, the taco sauce isn’t very good. You should make a salsa that we can bring in the car and use anytime,’” Arteaga remembers.
He decided that a salsa macha, with its rich combination of nuts, seeds and dried peppers, would fit the bill, because it is much less likely to spoil in the heat.
“But I said, ‘Let’s make it with almonds instead of peanuts, something different.’ So, we started playing with flavors and textures, including a little bit of Japanese [flavor] with the crunchy garlic. My daughters said to me, ‘Dad, this salsa is cool, it’s really good.’”
Arteaga says the salsa goes well with tacos, seafood and other dishes needing a blast of flavor.
“I’ve used it when I make salmon with mushrooms for my clients as a private chef, and they love it,” he says. “And with avocado toast for breakfast, a few dashes of La Chida on top. They love it.”
GRATEFUL FOR SUPPORT
This is the third consecutive year Sammic has sponsored the Sassiest Salsa Contest. The company’s support makes the program possible.
“Sammic has been thrilled to be involved in this innovation and we have had a great time tasting and learning how these chefs are pushing culinary boundaries,” says Neal Pearlman, Sammic’s sales director for North America. “Sammic is a manufacturer that sells extensively into Mexican restaurants and to customers who make Mexican, Tex/ Mex and other Latin foods. As an innovative leader in this food equipment space, we want to inspire and reward innovation from end-user chefs. We look forward to learning more in the years to come.”
Special thanks also to our judges, Chef Enrique Fleischmann from Sammic and Chef Herve Guillard, director of education at the Institute of Culinary Education in Pasadena, California.
A Sammic immersion blender makes your salsa preparation easier than ever! A powerful motor, easy-to-use controls and ergonomic design mean your staff can create amazing salsas, soups and other blended menu items with ease and speed. You will love the labor savings and your customers will love the results!
Recipe by Darryl Holliday, Simple Culinary Solutions
Makes 6 servings
2 medium cucumbers, peeled, seeded, cut into thick slices
1 c. ripe jobo (yellow plums), pitted and coarsely chopped
2 tomatillos, husked
2 dried chilhuacle negro chiles, stemmed and seeded
1 fresh chilhuacle amarillo chile, stemmed and roughly chopped
2 cloves garlic, peeled
½ small red onion, roughly chopped
2 T. pumpkin seeds (pepitas)
2 T. neutral oil (grapeseed or vegetable)
Juice of 1 lime
2 T. apple cider vinegar
1 small bunch cilantro, roughly chopped
Salt to taste
Char the cucumbers & tomatillos on a hot comal until blistered and lightly blackened. Set aside to cool slightly.
Heat the oil in a heavy skillet over medium heat. Add the dried chilhuacle negro chiles, onion, garlic, and pumpkin seeds. Fry gently, stirring, until the chiles darken slightly and the onion and garlic are fragrant (about 2–3 minutes). Remove from heat and let cool briefly.
In a molcajete, blend all ingredients except the cilantro, jobo, and cucumber into a coarse paste. Add jobo and cucumber and mash lightly unit crushed.
Stir in cilantro, taste, and adjust salt. Let rest at least 1 hour in the refrigerator for the flavors to marry before serving with grilled fish or chicken.
2nd Place: Funky Black & Yellow Salsa
Recipe by Kristofer Jubinville, Bonita Bay Club
Makes 8 servings
The Base:
500 g pineapple, peeled, cored, diced
20 g black gar lic (about 4-5 cloves), mashed
30 g red Fresno chile (about 2 chiles), sliced
15 g cilantro stems, finely chopped
1 Kaffir lime leaf, julienned
15 g white miso
The Fermentation Brine:
12 g non-iodized salt (2% of total weight of produce)
200 ml filtered water (enough to submerge)
The Optional Quinoa Crunch: ½ c. red quinoa, uncooked Grapeseed oil for frying
The Optional Aromatic Oil (added post-fermentation):
5 g toasted mustard seeds
30 ml sesame oil
1 g smoked paprika
1. Char Pineapple: Grill or sear the pineapple cubes in a hot, dry skillet until nicely caramelized and slightly charred. Cool completely.
2. Combine and Weigh: In a large bowl, combine pineapple, black garlic, Fresno chili, cilantro stems, Kaffir lime leaf, and miso. Weigh the total amount of solid ingredients (should be ~600 g) and calculate 2% salt based on that (about 12 g; double-check your total weight).
3. Massage and Pack: Add salt directly to the mix, and massage gently to release juices (especially from the pineapple). Let sit for 20-30 minutes to draw out moisture. Pack
tightly into a fermentation jar or crock, pressing down to remove air pockets. Add a little filtered water if needed to fully submerge.
4. Ferment: Use a fermentation weight or clean object to keep solids submerged. Cover with an airlock lid or breathable cloth secured with a rubber band. Let ferment at room temp (21-24°C) for 5-7 days. Taste daily after day 4.
5. Finish: Once the desired acidity is reached, transfer to the fridge to slow fermentation.
6. Make Optional Quinoa Crunch: Rinse quinoa, boil in water until just tender (about 12 mins), then drain well. Spread on a towel to dry for 20–30 minutes. Shallow fry in grapeseed oil at ~375°F until puffed and crispy. Drain on paper towel. Salt lightly.
7. Make Aromatic Oil (added post-fermentation): Heat sesame oil, add mustard seeds. Once popping, remove from heat and stir in paprika. Cool and drizzle over salsa before serving. Fold in freshly crisped red quinoa right before serving for crunch.
3rd Place: Salsa
Macha La Chida
Recipe by Alberto Arteaga, Pinchis Salsas
Makes 4 6-oz. bottles
5 oz. chopped almonds
4 oz. pumpkin seeds
3 oz. sesame seeds
3 oz. cranberries
20 garlic cloves
26 oz. canola oil
12 árbol chiles (toasted)
16 pasilla chiles (smoked)
5 morita chiles (toasted)
5 mulato chiles (toasted)
3 oz. coarse salt
2 oz. pepper
1 pinch cumin
2 oz. brown sugar
Tools: Mesquite charcoal grill,skillet, large pot, blender, spoon, ladle, four 6-oz glass jars
1. Garlic maceration: Two days before, soak the garlic in cold oil. This base is the soul of La Chida, smooth yet intense.
2. Chile smoking: Light the mesquite charcoal. Over indirect heat, smoke the pasilla chiles for 10 minutes. This step adds body and depth to the spiciness.
3. Toasting the chiles: Toast the mulato, morita, and árbol chiles in a pan on the grill. Toasting releases essential oils and enhances their flavor.
4. Browning the garlic: Mince the garlic. Heat the oil in a pan and brown the garlic.
5. Grind the chiles: Grind them into a medium-textured powder. Not too fine, not too coarse. Just like someone who loves a good heat would grind them.
6. Adding seeds: With the garlic browned, add pumpkin seeds, almonds, and sesame seeds to the pan. Lower the heat. Guard the temperature, as if it were a secret.
7. Final touch: Gently stir in the cranberries. Then, add the ground chiles, using oil that is now cooler to avoid irritation from the capsaicin. Add sugar, pepper, cumin, and gradually add the coarse salt. Mix. Increase the heat to bring to a final boil.
8. Packaging: With the mixture still hot, fill ¾ of the jar with the sauce, the rest with oil. Seal immediately.
CHEF CHRIS VALDES
Celebrity Caterer & Cookbook Author
| BY KATHY FURORE
| A breakout performance on “Food Network Star” and appearances on popular television shows including “Good Morning America” have helped position Chef Chris Valdes as a respected voice representing the Latino culinary community.
As the current administration’s attack on immigrants rages on, el Restaurante asked this Cuban-American chef — celebrity caterer, philanthropist, and author of the cookbook One With the Kitchen — to explain how growing up in Miami’s Cuban food culture not only impacted his career path but also helps him weather the challenges today’s political climate brings.
1
How did your own family’s experience with immigration issues affect your decision to become a chef? My family’s story is the foundation of who I am, not just as a chef, but as a person. I was raised in a Cuban household where food wasn’t just fuel, it was culture, comfort, and connection. But at the same time, I grew up with the reality of immigration issues. My birth mom was deported when I was just two years old, and that shaped a lot of my understanding of family, identity, and resilience.
Watching the way my stepmom, the woman who raised me and is my true mom, held our family together taught me strength, gratitude, and the importance of honoring where we come from. As ICE raids and immigration crackdowns continue affecting Hispanic communities, I feel an even deeper responsibility to celebrate our traditions through food. Becoming a chef was my way of preserving the flavors, stories, and warmth of my culture, especially for families who live with uncertainty. Food became the way I turned pain into purpose.
2
What were some of the first positions you held in the restaurant industry — positions that made you think, “I want to continue pursuing a career in which food plays a major role”?
I started at the bottom washing dishes, prepping vegetables, doing anything I could just to be in the kitchen. Those first jobs taught me humility and hustle, but they also lit a fire in me. Even in the messiest, most chaotic moments, I felt at home. I knew food was going to be part of my life forever.
As I grew, I pushed myself into every role I could: line cook, banquet chef, catering work, anything that chal(continues on page 14)
A BLAST OF TROPICAL INDULGENCE. ONE SLICE AT A TIME.
Ready for a taste?
Scan the QR code for more information!
“My biggest advice is this: lean into community. None of us can weather this alone. Support your staff. Advocate for them. Create a workplace where people feel safe, appreciated, and heard. Focus on culture first as that’s what keeps a business strong when everything else is uncertain.” – CHEF CHRIS VALDES
lenged me creatively. Eventually I realized I wanted to share more than recipes. I wanted to share culture, energy, and the joy food brings to people. That’s what led me to audition for “Food Network Star.” It wasn’t easy, but I showed up as myself, a kid from Miami with big flavors and bigger dreams. That opened the door to other national shows, and it taught me the power of being authentic and telling my story on screen.
3
You recently took a break to focus on your mental health. How have you changed since coming back into the spotlight?
Taking a break for my mental health was one of the hardest and most important decisions I’ve ever made. I had been carrying a lot of personal losses, burnout, and emotional weight I never fully addressed. Stepping back allowed me to confront that and rebuild from a healthier place.
Coming back, I feel different in the best way. I’m more grounded, more intentional, and more protective of my peace. I approach my craft with more purpose now, not just to impress or stay busy, but to create work that feels meaningful. I’ve learned that success means nothing if you lose yourself in the process. Now I cook, create, and show up from a place of joy and purpose rather than pressure.
4
Since chefs read el Restaurante, we have to talk about the kind of food you prepare. I know you’re known for blending Latin and Caribbean flavors. Are most of your recipes based on recipes from your childhood?
Absolutely! So much of what I cook is rooted in childhood memories. I grew up in a Latin household where the kitchen was always full of aromas: sofrito, adobo, slow-braised meats, plantains, everything. Those flavors are my compass.
But what I love most is reimagining those classics. I honor the traditions I grew up with, but I also love giving them modern twists, whether that’s using new techniques, fusing Caribbean and Latin ingredients, or making beloved dishes more accessible for today’s home cooks. My food is really a love letter to my heritage, written in a modern voice.
5
The industry is facing such a challenging time — economic concerns are being exacerbated by the raids impacting so many restaurants. Do you have any advice for restaurant owners, chefs and employees on how to weather this current storm — things you’ve learned from your own experiences?
This industry has always required resilience, but right now that resilience is being tested more than ever. Economic pressure, staffing issues, and the impact immigration raids are having on our community…it’s a lot.
My biggest advice is this: Lean into community. None of us can weather this alone. Support your staff. Advocate for them. Create a workplace where people feel safe, appreciated, and heard. Focus on culture first as that’s what keeps a business strong when everything else is uncertain.
Second, stay adaptable. During my toughest times whether personal or professional, the thing that kept me going was my willingness to pivot, to get creative, to reimagine what was possible.
And finally, prioritize mental health. Our industry glorifies burnout, but it’s not sustainable. Take care of yourself and your team. A healthy kitchen creates better food, better service, and better people.
Sweet Endings
TRADITIONAL FAVORITES
WITH CREATIVE TWISTS BOOST DESSERT SALES
Carrot Cake Tamal
Santa Masa Taqueria Chicago
“ The basics can be grand! All it takes is experimentation and direction. Nowadays,social media can serve as that inspiration to drive change and excellence” – GERRY TORRES, Fonda del Barrio
| BY KATHLEEN FURORE |
At
Fonda
del Barrio, a recent entry to San Diego’s Barrio Logan cultural district, the focus is on ancestral Mexican cuisine in dishes crafted by Chef Eduardo Baeza, a Mexico City native whom owner Gerry Torres has known for more than 25 years. As the story goes, Torres and Baeza asked each other where in the area they went for good Mexican food. When neither could come up with a favorite spot, they decided to create one — and the idea for Fonda del Barrio and its focus on a preand post-Hispanic rendition of Mexican fare was born.
That culinary approach extends beyond the appetizer and entrée offerings into desserts that take basic Mexican sweets to new heights.
Fonda del Barrio’s Flan de Elote is one example: Sous Chef Jesus Rodriguez and Chef Baeza transformed flan (the most common and often the only dessert on Mexican menus) into an end-of-meal masterpiece.
“We decided to make it our own by re-engineering this timeless classic” says Torres, noting they did that “by adding corn to the actual custard mix and topping it with cooked corn, pomegranate and apple, with a goal of adding complexity and excitement to the palate.”
Creative, seasonal edits also play a role in Fonda del Barrio’s other dessert selections.
Case in point: the recently added Mole for Dessert.
“This is our very own grown-up dessert — so not as sweet [as some others] — comprised of panela cheese, mole poblano, camote (sweet potato) mousse and chocolate,” Torres says.
A SWEET PLAY ON TAMALES
Jhoana Ruiz has always had a passion for desserts — so much so that she focused on baking and pastry when she started her culinary journey in 2012.
Fast forward to 2024, when she and her husband, Danny Espinoza, opened Santa Masa Tamaleria in a storefront on Chicago’s northwest side. (The brick-and-mortar restaurant is the realization of a dream that took a hit when COVID forced them to shelve plans; in 2020, they opened Santa Masa Tamaleria in a commercial kitchen where they filled delivery and take-out orders.)
“When opening Santa Masa, I knew I had to play around with masa and continue [to pursue] that pastry desire more than ever,” she recalls. “I have always loved to incorporate sweet and salty components and tamales are the perfect platform.”
A sweet strawberry tamal — the Tamal de Fresa — is always on the restaurant’s menu. But it is the rotating menu of sweet
(continued on
Fonda del Barrio’s Flan de Elote
Fonda del Barrio’s Mole for Dessert
ACTUAL MOLE. IN LITERAL MINUTES
Slow-simmered flavor is a snap with DOÑA MARIA® Mole Rojo. We already spent the time capturing an authentic, rich, time-honored recipe. You just heat it up and heat things up.
• Bold, deep, authentically Mexican flavor.
• Made with real dark chocolate and over 20 traditional spices.
• Versatile enough for sauces, dressings, glazes and more.
SAVE TIME. MAKE MOLE.
SHOP NOW
Also available at DOT Foods item #774328
(continued from page 17)
tamale specials that customers order most.
“At Santa Masa we do something called Tamal del Mes,” Ruiz says. “This gives us the freedom to create a different savory and sweet dessert tamal every month. The sweet tamales have become very popular due to being a nice, sweet bite at the end of the meal.”
Two of those Tamales del Mes have proven the most popular: The Sweet Pumpkin Tamal crafted with cream cheese mousse, caramelized white chocolate, pepitas and oranges (especially popular in the fall); and the Carrot Cake Tamal made with carrot butter, whipped cream cheese mousse, toasted coconut, and spiced pecans (a favorite in the Easter season).
Tamales are quite time-consuming to make, which is likely why they’re seldom seen on Mexican restaurant dessert menus.
Ruiz acknowledges that prep can be difficult, especially when everything is made from scratch, and that trying to incorporate a sweet twist to what is usually a savory dish can be a bit challenging.
Sweet Tips for Up-Selling Desserts
How can restaurants promote desserts in a way that encourages customers to order them after they’ve eaten a full meal? We asked Gerry Torres, owner of Fonda del Barrio, that question:
“First, we only have three desserts purposely so that guests are not bombarded with choices and a decision does not become a task rather an opportunity. We start with the basic open-ended question such as, ‘And now which of our signature desserts will you be having to complete your meal?’ That typically makes a sale smooth and effortless.”
Santa Masa Tamaleria’s Sweet Pumpkin Tamal
Her approach: “I take the base of the tamal, and we add components that I know will complement the rest of the dish,” she says.
What advice do Torres and Ruiz have for their industry peers who want to be more creative with desserts – especially those that have always relied on the basics and don’t have an experienced chef
at the helm?
“The basics can be grand! All it takes is experimentation and direction. Nowadays, social media can serve as that inspiration to drive change and excellence,” says Torres.
“Don’t be afraid — always be curious to experiment with new dishes,” Ruiz concludes.
Desserts’ Bottom-line Impact
According to a Datassential blog about dessert trends, 60 percent of restaurant operators say desserts help to drive profit. They’re especially imporant to those “who count on dessert as an important add-on to a meal that can mean critical extra revenue and further enhance the customer experience and their likelihood for a return or repeat visit,” the blog notes.
Information from The National Restaurant Association (NRA) echoes those findings.
“Desserts increase average check size, boosting both revenue and perceived value, and enhance the overall dining experience as a personal indulgence or a shared tasting,” the NRA says.
Those assessments are proving true for Fonda del Barrio in San Diego and Santa Masa Tamaleria in Chicago.
“Everyone is intrigued by our dessert selections, and more often than not a table will order one or all three,” Fonda del Barrio owner Gerry Torres says. “Dessert sales add 10 percent to 15 percent to check totals, so essentially a 12.5 percent increase in sales.”
Santa Masa Tamaleria enjoys a similar increase in check averages.
“They’re adding a nice boost to every guest check. Our Tamal Specials are $6.50 a piece, which allows us to play
with ingredients while always being conscious of the bottom line to meet food costs,” owner Jhoana Ruiz says.
So what desserts are making the most impact on restaurant menus overall?
Handheld desserts often deliver the highest sales margins, according to Datassential. “Indulgent desserts like pie and cheesecake have wide appeal, yet, for operators, these aren’t necessarily the desserts bringing in the most bang for their buck,” that research says.
According to the NRA and Datassential, these dessert categories are currently trending:
• Nostalgic interpretations of past favorites — the “old made new.”
Fonda del Barrio’s Elote Flan is one example of a dessert that recalls memories of the past while elevating the flavors for modern diners.
• Seasonal sweets. Santa Masa Tamaleria’s Pumpkin and Carrot Cake tamales are good examples.
• Mini treats/dessert flights. Desserts from global cuisines are trending, and churros are among the fastestgrowing desserts in that category.
One idea: Serve a variety of mini churros with a selection of dipping sauces that a table of customers can share.
CHICAGO’S CHILAM BALAM:
Shared Plates Are Key to Success
ANY VISITOR TO SPAIN knows that tapas are hugely popular, and that the concept spread to American restaurants many decades ago. Why? Because sometimes a menu rich with selections designed to be passed among diners – often called shared plates or small plates instead of tapas — is just right for a restaurant. One Mexican restaurant that excels in shared plates is Chilam Balam in Chicago.
Publisher Ed Avis interviewed Executive Chef Natalie Oswald about Chilam Balam’s success with the concept.
SHARED PLATES: A WIN FOR EVERYONE
Customers: Guests enjoy the opportunity to try more dishes.
Servers: Wait staff can bring dishes out intermittently, eliminating the issue of guests being upset if everything they’ve ordered doesn’t come out hot and ready all at once.
Kitchen Staff: Chefs and prep cooks can experiment with new dishes without having to spend time preparing full, plated entrées.
Why did you make the decision to have a menu focused on shared plates?
Our space is really small, and the kitchen is even smaller. And we only have two people working in the kitchen on any given night. So, it just makes more sense. And with shareable plates, you kind of put the dishes up as they come in. With traditional service, everybody has to work together to put the dishes out at the same time, and we don’t really have the space that is conducive to something like that.
How do you define a shareable plate versus an entree?
Shareable plates don’t always have to be a complete whole meal in one dish. You can get your starch over here with this vegetable-focused plate. You can get your meat over here with this meat-focused plate. It makes it so that people with dietary restrictions can still eat together and share their food. And everybody can try like a little bit of everything.
How do you determine how much food to put on each plate?
You try to keep it, you know, on the smaller side, because you want people to try it and to be able to try as many things as possible. And that keeps it cost effective.
How often do you change the menu at Chilam Balam? Constantly. Because we no longer print menus, we can just change it whenever we want. And it’s really nice, because when you are picking out produce or anything for that matter, these days, nothing is a given. So, you can just kind of go in and edit it as you go.
Chef Natalie Oswald
“Shareable plates don’t always have to be a complete whole meal in one dish… people with dietary restrictions can still eat together and share their food. And everybody can try like a little bit of everything.” – CHEF NATALIE OSWALD, Chilam Balam
Some of our regular customers will see on Instagram that we have something that they really want to try, and they know they have to get in right away if they want to.
Tell me about your process for deciding what to menu. I don’t know that there is a process! I would say a lot of studying, a little bit of creativity, and then desperation (laughs). But I feel like that pressure kind of works the best. I need to change a dish next week and I have no idea what it’s going to be, but somehow at the last second you come up with something and it’s great. I learned a long time ago that the longer you spend trying to create a dish and perfecting it, the diners don’t react the same way to it. When you spend so much time you overthink every part of the dish and it just doesn’t work out as well, whereas when you just kind of try to go with whatever comes to you, [it often works out].
And now that we have a digital menu instead of a printed menu that we have to commit to, if something didn’t work out that night, the next night we can change it right away.
How many items on the menu are on it always versus those that you change out?
Nine or 10 dishes are always there, and five or six get changed up. But every weekend we have a tortilla dish and every weekend we have a different fish dish. During the week we don’t have tortillas anymore just because staffing is different than it was pre-pandemic. And we try to only have fish on the weekends or days that we know it’s going to be really busy because it’s such a high-priced item. And we want to make sure that we sell all of it so that it can be as fresh as possible.
Are you creating all the recipes yourself or does do other staff contribute to that effort?
There’s no limit to contributions (laughs). I have the final say, but everybody is free to contribute whatever idea they want. Sometimes I solicit ideas. You know, it is a Mexican restaurant and Mexican focus, but there are definitely other cultures that can influence dishes.
What influences you personally in terms of the menu?
Talking to people, eating, reading. I read a lot. Talking to family. Like if you go to a family dinner and somebody cooks something, there’s always at least one interesting component [to a dish] that somebody made that’s memorable for you and that you can take and then use in one of your dishes.
So, you are making your tortillas in-house?
Yes. We make them fresh here by hand. And it’s only for that day. We don’t want to compromise our quality, so that’s why we only have them on certain days.
Rompope’s Renaissance
HOW
“THE
SWEET SOUL OF MEXICO
” IS REINVENTING ITSELF WITHOUT LOSING ITS SPIRIT
“Rompope has a very simple base, but every home, every convent, and every brand adds its own touch. That’s what makes it unique.” –JAVIER MARTÍNEZ , Martínez Brands
FROM THE CLOISTER TO THE BORDER
“Rompope has a very simple base, but every home, every convent, and every brand adds its own touch. That’s what makes it unique,” says Javier Martínez, CEO of Martínez Brands, a company that distributes Mexican beverages in the United States, including the iconic Santa Clara Rompope.
For nearly three decades, Martínez has witnessed its cultural journey from a convent drink to an export product, from a religious symbol to an emotional banner for migrants.
“Rompope has not disappeared with cultural assimilation; on the contrary, it continues to grow in sales. It is a drink of nostalgia, but also of discovery,” he says.
In Mexico, its consumption is intertwined with religious and family celebrations; in the United States, with memories of home.
“At fairs or exhibitions, Mexican Americans always say to me, ‘This is the rompope my grandmother used to buy,’” Martinez says. “But when I ask them if they have bought it, they reply, ‘No, never. I don’t know what to do with it.’ That is our great challenge, to connect with young people.”
His observation sums up a cultural paradox: Rompope is an icon caught between generations. For years, its sweetness and traditional image pigeonholed it as a feminine drink or one for special occasions.
“There are many closet male consumers,” Martínez says with humor and candor. “They like it, but they don’t ask for it in public. That has to change.”
|
BY
ALFREDO
ESPINOLA | Rompope, a sweet symbol of Mexican tradition, originated in the convents of New Spain in the 17th century. In the convent of Santa Clara, the Poor Clare nuns reinterpreted old European recipes for eggnog, incorporating milk, Veracruz vanilla, and cane alcohol. Its name comes from the Spanish word rompon, a similar drink made with rum. Thus was born a creamy, warm, and festive drink that soon transcended the convent walls to become a symbol of hospitality and celebration. Its mestizo flavor, a blend of European technique and Mexican soul, conquered the viceroyalty and, over time, the entire country. Today, rompope maintains its essence, a tradition that evokes home, celebration, and memory.
FROM THE ALTAR TO THE SHELF
At the end of the 20th century, two rompope brands — Santa Clara and Coronado — turned the artisanal liqueur into an industrial product with an unmistakable visual identity. In Santa Clara’s case, it is the nun on the label, the golden hue, and the vanilla that perfumes the air when you open it.
However, nuances exist between those brands.
“Santa Clara is lighter, has 12 percent
alcohol, and is less sweet. Coronado, on the other hand, has 10 percent alcohol and a creamier texture. They have different profiles, like Coca-Cola and Pepsi,” explains Martínez. This diversity allows rompope to be used in cocktails as well as in pastries like flan, tres leches cakes, tamales, crème brûlée, and cheesecake.
Beyond direct consumption, either neat or on the rocks, 80 percent of rompope is used as a culinary ingredient. But Martínez is looking to broaden that perspective.
“We want rompope to feel as natural as coffee with liqueur or a craft cocktail. It has the potential to be as versatile as Baileys, but with a Mexican soul,” he says.
To help achieve that goal, the company is exploring new formats and partnerships with chefs and mixologists. “The global trend is toward Ready-to-Drink (RTD), ready-to-serve cocktails in cans. Young people no longer want bottles or glasses; they want a little can they can take with them. Wine has already adapted, tequila too; rompope can do it perfectly,” he says.
THE ARTISANAL SPIRIT OF THE HIGHLANDS
Hundreds of kilometers from the convents of Puebla, in Villa de Arriaga, San Luis Potosí, the Guanamé company is writing its own contemporary version of rompope. Among clean pastures and stable solar panels, Juan Pablo Torres Barrera, director of the dairy products division, supervises production with pride and attention to detail.
“It all starts with our Holstein cows. They are the queens of the barn, and we spoil them a lot. We take care of what they eat, their well-being, and the environment around them,” he says.
Fresh milk, obtained in a sustainable environment, is the basis of a rompope that has won medals and conquered palates inside and outside of Mexico. The milk, sugar, pasteurized egg yolks, cornstarch, vanilla, and cane alcohol — all from local producers — are mixed in open stainless steel pots.
“We process around 5,000 liters a day, in small batches,
preserving the original recipe we’ve had for twenty years,” Torres Barrera says. “We are not a mega-volume brand. We are a niche brand, focused on quality and telling a story of origin.”
That respect for the artisanal process has reaped rewards: Guanamé is the first rompope in the world to win gold medals at the Brussels World Competition, both in its Mexico Selection and Spirit Selection International.
The brand is in supermarkets in Mexico and in Chicago, Texas, Florida, and Arizona; recently launched a rompope mocachino with cinnamon, a flavor completely new to the industry; and is preparing to launch Caramel Cream, a caramel and hazelnut cream that will debut in the United States.
“That product is really taking off in mixology and cafes. It’s our next step,” Torres Barrera says.
BETWEEN NOSTALGIA AND REINVENTION
Both Martínez and Torres agree that rompope is experiencing a renaissance. It’s not about replacing the traditional image but about reinterpreting it.
“The nun on the label and the golden color represent our roots, but we have to show new ways to enjoy it,” says Martínez.
Torres adds to this from his artisanal perspective.
“We want young people to see it and say, ‘I’ll buy it, take it home, and use it in a coffee or dessert.’ We want rompope to be part of Mexican celebrations again, but with a modern twist,” he explains.
The challenge is emotional and cultural. It is about reconciling two perspectives: that of memory, of grandmother serving a small glass after dinner, and that of a Mexico that experiments, mixes, and exports its flavor to the world.
Rompope does not seek to compete with tequila or mezcal; it seeks to reaffirm an identity-defining sweetness, a liquid form of memory. Perhaps that is why rompope survives. In a market dominated by fleeting fads, this drink continues to be a testament to how Mexico transforms the everyday into art and flavor.
“When someone opens a bottle of rompope, they are not just tasting a drink, they are touching a little piece of their history,” Martinez concludes.
MAKING THE CASE FOR LATE-NIGHT HAPPY HOURS
| BY KATHLEEN FURORE
| Have you ever thought about adding a late-night happy hour to your promotional plans? If not, it might be something to consider.
That’s because these late-night promotions aren’t an anomaly anymore; in fact, they’ve become “the new norm,” according to Four Dollar Jack’s, a website/blog that shares comprehensive information on bars throughout the United States.
“Late-night happy hours aren’t just a passing fad — they’ve evolved into a social staple. And bars, lounges, and gastropubs are taking note,” a Four Dollar Jack’s post explains.
While it might not be “the new norm” for Mexican restaurants, several are tapping into the trend, offering later-thantraditional happy hours in a variety of formats based on their regular hours, location, and overall client base.
El Toro Tex-Mex is one example. Customers can power up with drink and small bites specials during weekly Power Hours on Saturdays from 9 p.m. to 10 p.m. and on Sundays from 8 p.m. until 9 p.m. at any of the restaurant’s six Texas locations. The business introduced the promotion several years ago and ramped up marketing after COVID, according to El Toro’s chief operations officer and pastor John Mayes.
“We started a late-night Power Hour to get people in the door, show off our hospitality, and offer a place to enjoy a little late-night fun,” Mayes recalls, noting that staff members were in the restaurant, start ing closing duties as business was winding down anyway — so why not bring in a little extra business, too?
“We did not want to take our eyes off the guests, for they are the reason we are in business,” he explains. “Power Hour brings in extra revenue [during the time] when we used to just wind down and close and have to absorb all the extra labor.”
Reserving one area of your restaurant or bar for late-night customers is one way to manage closing duties while still serving customers who stop in
NEW WORK TRENDS DRIVE POPULARITY OF OFF-HOUR PROMOTIONS
As flexible jobs, remote work, and gig economy roles replace 9-to-5 inoffice schedules, people are seeking new options for socializing in “after work” hours, according to Four Dollar Jack’s, a website/blog that shares comprehensive information on bars throughout the United States.
“This shift means the traditional post-office drink crowd has splintered, and many now look for relaxation time later in the evening,” a recent blog post explains.
Those new workplace practices, combined with escalating foodservice prices, have created an opening for late night promotions.
“The cost of dining out has risen, making late-night deals all the more attractive,” the blog post says. “As one Redditor recently put it: ‘I’d rather grab $5 cocktails and half-price wings at 10 p.m. than pay $22 for a burger at dinner hour.’”
THE FOLLOWING TIPS CAN HELP YOU GET STARTED WITH LATE-NIGHT HAPPY HOUR PROMOTIONS:
Offer high-quality but truly affordable options. “People want handcrafted cocktails without the $18 price tag,” the post stresses.
Lower late-night prices also have an upside: “Happy hour specials pull people in — but they often end up ordering extras,” the Four Dollar Jack’s post says. “Smart venues offer tiered specials, like $4 well drinks or $8 craft cocktails, alongside food bundles that feel like a steal without
Consider small plates and sweet cocktails. “Late-night diners often want to nibble, not feast. That’s where tapas-style options and dessert cocktails thrive,” the post suggests.
Think about social media-worthy menus. As Four Dollar Jack’s notes, “Instagram reels and TikTok food tours have turned once-quiet late-night joints into viral sensations. A well-lit burger at midnight or a $4 Margarita with neon lighting is now prime content. Some places even design their late-night specials specifically with the camera in mind.”
Case in point: “One bartender shared, ‘Our espresso martinis didn’t really take off until someone filmed a ‘drinks after 10’ TikTok — it brought in a new wave of customers who now come weekly,” Four Dollar Jack’s reports.
during that last hour of business.
Other Mexican-inspired spots taking the leap into night-time happy hours:
At Ponce’s in San Diego, customers can find $7 house Margaritas, three tacos for $9 with the purchase of a beverage, and $1 off beer Monday through Thursday evenings from 8 p.m. to 9 p.m.
At Te’kila in Hollywood, the late-night menu includes an $8 Astral House Margarita, $10 Casamigos Blanco shot, $12 Don Julio Reposado shot, $12 draft beer & shot, $2 off a Cadillac Margarita, and $18 chicken fajitas from 11 p.m. until the 2 a.m. close every night.
And at El Carmen in Los Angeles, the late-night happy hour dubbed “Vibraciones Nocturnas” features $8 Classic Margaritas, $12 for cerveza & a shot, and $3 tacos from 10:30 p.m. until 2 a.m. Sunday through Thursday.
A BUSINESS-BOOSTING VENTURE
How successful can these late-night offerings be? That will vary, of course, depending on the location, hours and venue.
Mayes says El Toro’s has had a positive impact — but notes that success didn’t arrive right away.
“There has been some success over the years because guests have come to know about it. But it took time for it to take off,” Mayes says, noting that it has taken “lots of marketing campaigns and word of mouth” for it to catch on.
While Mayes says that “mostly regulars” have taken advantage of Power Hour pricing, the promotion has “brought in new guests as well.”
And he’s honest about the bottom-line benefit the promotion has produced.
“It has boosted sales somewhat, but not nearly as much as we wanted. When guests go out late at night or enjoy late-night activities, they are looking for something to do a little later. We close at 9 pm during the week and 10 pm on the weekends — not necessarily a late-night destination spot,” he says. “We have created regulars, though, who enjoy the discounts at this time. Don’t get me wrong though — if we have a large crowd that comes in, we will stay open later. That only happens every once in a while.”
Another example: Four Dollar Jack’s reports that a 9 p.m. to midnight “reverse happy hour” that a Phoenix bar launched in 2023 generated a 35% increase in weekday traffic within weeks!
Descubre cómo perfeccionar y entender a fondo cada etapa del proceso de elaboración del tequila.
Reconocimiento de valdez oficial por parte de la Secretaría de Educación Pública.
With such complex flavor and deep smoky char, calling it “chips
and salsa” no longer feels like enough.
Turn the simple into sophisticated and elevate the everyday with HERDEZ® Quemada Charred Salsas. The deep, rich flavors of charred ingredients let you take any app, side or entrée to bold new heights.
IT’S TIME TO FLAVOR UP
AVAILABLE AT DOT FOODS
Salsa Roja #780082
Salsa Verde #780081
Poblano Salsa #780080
Chipotle Salsa #780069
INDEPENDENT
MEXICAN RESTAURANT REPORT
BRIGHT SPOTS SHINE THROUGH THE CLOUDS 2025
› HAGA CLIC AQUÍ PARA LEER EN ESPAÑOL
How is Business in 2025 Compared to 2024?
Up 25% to 50% = 3%
Up less than 25% = 27%
Flat = 27%
Down less than 25% = 33%
Down 25% to 50% = 9%
How Have Food Prices Changed in 2025?
Up = 94%
Flat = 6%
How Are You Dealing with Higher Food Prices?
Using Less Expensive Products = 22%
Looked for New Suppliers = 47%
What Challenges Are You Facing?
Finding/Retaining Workers = 68%
ICE Harassment = 16%
Attracting Customers = 32%
Paying the Bills = 39%
Technology Problems = 3%
Need New Equipment = 26%
Need to Renovate = 42%
Maintaining Social Media = 42%
| BY PUBLISHER ED AVIS
| It’s been a tough year for Mexican restaurants. Food prices are up, good employees are hard to find, and managing social media is a hassle. On top of all that, masked government thugs are harassing workers and keeping customers away.
It’s no surprise then that our 11th annual State of the Industry Survey revealed that 42 percent of restaurants report a drop in business so far this year. That compares to 32 percent who reported that sales dropped in 2024 and only 25 percent in 2023. That’s a 17 percentage point jump in two years.
However, despite the ugly data, the survey revealed bright spots. Almost a third of respondents reported that business is up this year, including Pancho’s Southwestern Grille in Green, Ohio, which has seen sales increase 7.3 percent this year.
“We’re fortunate. We’ve been blessed,” says owner Maury Sullivan, who partly attributes the restaurant’s success to community involvement. “We’re so entrenched in this community. We support the community whenever and however we can.”
FOOD PRICES DRIVE THE PAIN
The el Restaurante survey, which 44 owners of Mexican/Latin restaurants across the country answered during the last week in October, clearly showed that climbing food prices are a primary concern. Ninety-four percent of respondents said their food bills are up this year.
“Everything is more expensive right now,” says Jose Castellanos, owner of Pollo Picosito in San Antonio, Texas. “Especially the beef — it used to be $3 or $4 a pound, now it’s $7.”
Ruben Nunez-Martinez, the owner of El Pueblo Taqueria in Cape May, New Jersey, also has been hit hard by beef prices. He pays nearly $7 a pound for top round beef; a couple of years ago that beef cost $3.50 a pound.
“And chicken was really expensive this summer. We were buying a case of chicken for almost $90 for a while,” he says. “A couple of years ago it was like $40 a case.”
Prices like that make it hard for Mexican restaurants to keep menu prices reasonable. Nunez-Martinez says many of his customers are high school students who visit two or three times a
(continued on page 34)
2025 INDEPENDENT MEXICAN RESTAURANT REPORT
› HAGA CLIC AQUÍ PARA LEER EN ESPAÑOL
“We just went through one of our bigger menu price increases — 2 or 2.5 percent pretty much across the board…I think the guest is willing to absorb that as long as you’re keeping your product quality and portion the same.” – MAURY SULLIVAN, Pancho’s Southwestern Grille
(continued from page 32)
week. The taqueria also attracts landscapers and construction workers — some eat lunch there nearly every day, NunezMartinez says.
“We’re one of the few restaurants around here that keeps the prices real reasonable,” he says. “Like we sell al pastor tacos for $14 for four tacos, and lot of other restaurants here sell al pastor tacos for $20 and you only get three tacos.”
Raising menu prices is the main way Mexican restaurants are responding to climbing food prices, our survey showed. Ninety-one percent of respondents raised some or all menu prices this year.
Nunez-Martinez raised prices between 75 cents and a dollar on every item. But he believes his loyalty program took some of the sting out of that increase.
“I say to the kids, ‘Hey, put your phone number down and a few visits down the line you’ll get 20 percent off your whole order.’”
Sullivan from Pancho’s also raised prices: “We just went through one of our bigger menu price increases — 2 or 2.5 percent pretty much across the board. That’s a pretty good price increase all at once, but we just felt that we needed to do that.”
His customers didn’t complain. “I think the guest is willing to absorb that as long as you’re keeping your product quality and portion the same,” he says.
Most restaurant owners agree with Sullivan on that point, according to our survey. Only 9 percent of respondents who face higher food prices combatted that by reducing food portions, and only 22 percent switched to lower-priced products.
Nearly half, however, did search for other food suppliers this year.
“Now we have like five different companies that we buy from, and every week we’re checking prices before we buy,” Nunez-Martinez says.
LABOR CHALLENGES JUMP THIS YEAR
Finding good employees was tough after Covid — in 2022, 78 percent of survey respondents said finding labor was harder
than before. But by 2024, that number dropped to just 30 percent. Sadly, this year it’s back up again — 68 percent of respondents said finding and retaining employees is a challenge.
Mark Casale, corporate executive chef of Dos Coyotes, a 12unit chain in northern California, says the restaurant often hires college students for its lower-level management jobs, but fewer of them are applying these days.
“We’ve always had a significant amount of turnover there, because college age workers come and go, and we expect that. But they’re just not coming as much as we would like them to,” he says.
Adding to the problem is that some of the younger people who join Dos Coyotes at the lower management levels don’t understand the demands of hospitality management work.
“It seems like people don’t want to work nights and weekends and holidays anymore,” Casale says. “And they don’t want the responsibility: ‘You mean I have to work if someone doesn’t show up?’” Casale laughs.
ICE HARRASSMENT ADDS PAIN
ICE raids in some communities are exacerbating problems. Sixteen percent of survey respondents said dealing with immigration raids, or the fear of those raids, is currently a challenge they are facing.
Castellanos says ICE has not raided his restaurant and his workers continue clocking in, but they are anxious about the situation.
“All the workers are afraid because ICE isn’t stopping only people who don’t have documents, but everybody,” he says. “Everybody that looks brown is being persecuted.”
Harassment by ICE is also affecting overall business, Castellanos believes.
“The immigration situation creates some fear with the community. The people don’t want to go out because they’re being harassed by these masked men,” he reports.
ANOTHER HURDLE: MANAGING SOCIAL MEDIA
Restaurants rely on social media for promotions more than ever; but keeping up with them can be a hassle. Forty-two percent
of survey respondents noted that as a challenge.
One restaurant that has succeeded with social media is Dos Coyotes. Casale says the company hired a social media director this year.
“I think it was Warren Buffet who said, ‘When things get tough, fire your assistant and hire a marketing team,’” Casale laughs. “So, we’re pushing into Instagram and doing collabs with some of our suppliers.”
Those collaborations cross promote the businesses, he explains. For example, the restaurant’s tortilla supplier, Mi Rancho, sent nine “influencers” to the restaurant for a tasting that led to social media posts. And they are working on a collaboration with their dairy supplier to show off that company’s manufacturing process, which in turn will demonstrate the quality dairy ingredients Dos Coyote uses.
“We feel like we have a great story and that we source really high-quality products, so we want to show that value to our guests,” Casale says.
OPTIMISM PERSISTS
Despite the challenges Mexican restaurants face, an entrepreneurial energy still surges underneath.
El Pueblo Taqueria is a good example. Nunez-Martinez started the restaurant eight years ago, using his mom’s recipes. He says his restaurant is one of the few Mexican restaurants in Cape May, a summer tourist destination, that stays busy year round.
SUBSCRIBE NOW
“We actually just got a food truck that we started with this summer that just passed,” he says. “It was kind of amazing — we did a lot of private catering, a lot of farmer’s markets in the summer. It was awesome. So ,we’re trying to learn, you know. We’re trying to grow.” SCAN THE CODE TODAY so we can start delivering el Restaurante to your inbox in 2026
Great tortillas start wi�...
BOLD, RICH FLAVOR
MUCH ADO ABOUT MOLE.
An authentic, traditional Mexican cuisine staple, mole has been adding rich, complex flavor to dishes for centuries. But chefs today have found that there are still plenty of new avenues to explore in bringing its unique taste to innovative dishes across the menu. To discover what makes mole so versatile, delicious and loved, though, we have to start from the beginning.
A LEGACY OF FLAVOR.
Coming from the Nahuatl word mōlli, for “sauce”, mole simply refers to a variety of complex sauces that can contain as many as 20 different ingredients. Those ingredients vary by region and even family recipe, but typically include dried chiles, a thickener such as tortilla, bread or crackers, a sweet element like chocolate or dried fruit, as well as nuts, seeds and spices.
Two states in Mexico claim to be the origin of mole—Puebla and Oaxaca. Puebla is generally regarded as the true birthplace of mole, and its regional variety is considered the national dish of Mexico. However, Oaxaca is famous for its seven varieties, of which mole rojo is the most popular.
Traditionally, mole ingredients were toasted and then ground with a stone into a paste before being made into a sauce. This extremely laborious process could take days to prepare, but was essential to developing the deep, rich flavors that mole has come to be known for.
A VERSATILE STAPLE.
Perhaps unsurprisingly, such a customizable staple as mole has found its way into all manner of applications over the years. A typical
scenario in Mexico is to serve it with poultry like chicken or turkey on special occasions— holidays, weddings. But today’s chefs have been pushing the boundaries of what mole can do on the menu. While classic preparations like Mole Chilaquiles infuse bold flavor into a beloved breakfast, the options are limitless. Consider Mole Chicken Wings—a simple twist that brings truly authentic flavor in a familiar format. Or elevated dishes like a Mole Pork Tenderloin, that pairs rich flavors for an indulgent entrée experience. Even desserts can lend themselves to experimentation. The sweet notes in mole make for unique dipping sauces—churros with mole-chocolate sauce, anyone?
AN EASIER SOLUTION.
The deep, rich, complex and beloved flavors of mole are versatile—but they’re also labor intensive. Or, at least, they used to be. Chefs today, however, can rely on products like DOÑA MARIA® Mole Rojo—an authentic mole paste made in the authentic style, specifically for foodservice kitchens. A rich blend of premium ingredients like ancho and pasilla peppers, peanuts, sesame seeds, even a touch of chocolate, makes for a classic, crowd-pleasing flavor. But by replicating the toasting and grinding process ahead of time, it takes all the work out of traditional mole preparation. That means chefs can simply unscrew the lid and start adding mole to their menu in minutes. There’s no better time to try that, either. Consumers are craving innovative flavors, and they’ll spend more on average for them. The median spend of an entrée increases 52% with mole on it, for example. 1
CURIOUS
ABOUT AN EASIER WAY TO ADD AUTHENTIC, TRADITIONAL MOLE TO YOUR MENU?
Request a sample of DOÑA MARIA® Mole Rojo today and get started immediately.
LUIS CARRIZAL, Owner El Maya
REGIONAL FLAVORS, TRADITIONAL COOKING TECHNIQUES,
AND LOCALLY SOURCED INGREDIENTS are the calling cards at El Maya in Frostburg, Maryland. The restaurant’s name is a nod to Mayan heritage and honors the culture that built the first cities of what would become Mexico — the country owner Luis Carrizal and his business partners are from.
El Maya’s menu offers a wide variety of dishes — everything from basics like ala carte tacos and burritos to specialty pork dishes like the Carnitas Maya based on their Mexican grandmothers’ recipes, to the Quesabirria Tacos that are one of Carrizal’s favorites.
“The Quesabirria Tacos represent everything El Maya stands for — rich flavors, slow cooking, and a sense of togetherness,” Carrizal says. “This recipe honors the roots of birria from Jalisco while adding our own touch with a perfect cheese melt and crispy tortilla. It’s the dish our guests ask for the most, often shared between friends and family with a bowl of steaming consommé.”
Carrizal says the Quesabirria Tacos are more than just food for him and his team: “They’re a celebration of culture, patience, and love for Mexican tradition.”
Quesabirria Tacos (Beef)
Makes 6 - 8 tacos (serves 2 – 3 customers)
For the meat & adobo marinade:
1.5 kg (3.3 lb) beef chuck or shor t rib, cut into large chunks
6 dried guajillo chiles
4 dried ancho chiles
2-3 dried chipotle or morita chiles (optional, for smoky heat)
1 T. oil (for toasting chiles)
8 garlic cloves
1 c. white vinegar
1 t. ground cumin
1 t. dried oregano
½ t. ground cloves (optional)
1 t. thyme
2 t. kosher salt
1 t. black pepper
2 bay leaves
4 c. beef broth (plus extra as needed)
For the tacos:
12 corn tortillas
2 c. shredded Oaxaca cheese (or mozzarella/Monterey Jack mix)
1 small white onion, finely chopped
Fresh cilantro, chopped Lime wedges
For the consommé (broth): 2 c. strained cooking liquid from the birria
Prepare the adobo: Toast the dried chiles briefly in a dry skillet until fragrant (10-20 seconds per side).
Soak them in hot water for 1520 minutes until softened, then blend with the garlic, vinegar, cumin, oregano, cloves, thyme, salt, pepper, and a bit of the soaking liquid until smooth.
Marinate the meat: Place the beef in a large bowl, pour the adobo over it, add bay leaves, and mix well.
Cover and marinate for at least 4 hours, ideally overnight.
Cook the birria: Sear the beef on all sides in a Dutch oven. Add the broth and cover. If cooking on a stovetop/oven, cook on low heat or at 160°C (325°F) for 3-4 hours; if cooking in a pressure cooker, cook on high pressure for 45-60 minutes, natural release.
When tender, shred the meat and reserve the cooking liquid (this is your consommé).
Assemble the tacos: Dip a corn tortilla lightly into the warm consommé, place it on a hot skillet, sprinkle cheese, add shredded beef, and fold. Cook until crispy and golden on both sides.
Serve with a small bowl of consommé for dipping, topped with onion, cilantro, and a squeeze of lime.
PRODUCT SHOWCASE
MegaMex Foodservice.We take pride in creative, authentic Mexican flavors that operators can easily execute. Products include HERDEZ® Quemada Charred Salsas, WHOLLY® Avocado, and DOÑA MARIA® Mole Rojo described below. 817-509-0626; megamexfoodservice.com
HERDEZ® Quemada Charred Salsas. These new salsas deliver deeply bold flavors from charred tomatoes, tomatillos, poblanos and jalapeños that let you take appetizers, sides and entrées beyond the expected. Request a sample today!
DOÑA MARIA® Mole Rojo. Created for foodservice, this mole is crafted in Mexico with mild ancho and poblano peppers, peanuts, sesame seeds and a touch of real chocolate to deliver the authentic flavor of a generations-old family recipe. Just heat 64 ounces of water or broth with one container of mole paste and whisk over a low heat until smooth. Available to buy now on Amazon.
WHOLLY® Avocado. Our avocado products are full of flavor and deliver consistent taste and texture year-round because the avocados are picked, pitted, and hand-scooped. And because they come ready-touse, you save on labor and time with 100% yield and 0% food waste. Request a sample today!
Megas Yeeros. Today’s diners crave authenticity. Today’s kitchens need efficiency. Our Mega Sabor™ Strips deliver both. Inspired by Mexican street food, these pre-marinated, ready-to-cook strips pack smoky-sweet flavor that keeps guests coming back— and operations running smoothly. Designed for cook-to-order flexibility, they minimize labor, reduce prep time, and achieve maximum yield without sacrificing taste or consistency. Perfect for tacos, burritos, bowls, salads, or pizzas. Available in: Pork Al Pastor, Traditional Chicken Al Pastor, Chicken Adobo, Carne Asada Beef. 212-777-6342; megasyeeros.com
Casa Pochteca. The portfolio of products from this brand of premium tequilas includes 100% agave tequila, liqueurs and crema, all crafted under the guidance of expert tequilero master Don Jorge Martínez Cano and tequilera teacher Silvia Martínez Pérez. Tequila Blanco, Tequila Reposado, Tequila Anejo and Tequila Extra Anejo available. tequilapochteca.com
V&V Supremo Foods. This award-winning producer of authentic Hispanic-style cheeses is your source for melting cheeses like Chihuahua® Brand Quesadilla; fresh cheeses such as Queso Fresco, Queso Blanco Del Caribe®, Queso Enchilado, Queso Asadero and Requeson; aged cheeses like Cotija; and Mexican crema. Chorizo in beef, pork, and chicken varieties also available. 1-888-887-8773; vvsupremo.com
PRODUCT SHOWCASE
Sammic. Our immersion blenders are all designed to make a variety of different preparations with no need for add-on tools. Our commercial Y-blade, made of tempered steel, is equipped with a long-lasting cutting edge, and each blender features fixed or vario-speed (adjustable speed). The blenders are designed to handle capacities from 10 liters to 250 liters with maximum comfort for the user. Sammic.us
21 Missions Agave The Ultimate “Cadillac” Margarita with 21 Missions. 21 Missions Agave Azul Nectar, Un Muy Especial! Your customers will thank you (Tus clientes te lo agradecerán. Salud!) 866-504-0555; 21missionsagave.com
BE&SCO Manufacturing. The Mini Wedge Press delivers efficiency without sacrificing authenticity. Its compact footprint is perfect for kitchens with limited space and high standards. With intuitive controls and precision engineering, one operator can consistently press tortillas while minimizing training and labor. Fresh, house-made tortillas every time. Request a quote: 210-734-5124 or www.bescomfg.com
Best Mexican. We’re here for all your Mexican foodservice needs. We’ve been serving restaurants in the Northeast for over 50 years…and we can help you keep your restaurant running for whatever type of service you’re offering today. 800-867-8236; 845-469-5195; Bestmexicanfoods.com
Jungle Pulp. Fruit purees made from local Costa Rican fruit bring Margaritas and other cocktails (including non-alcoholic drinks perfect for Dry January) to life! Great in desserts, too. Stronger than syrup because it’s made with up to 50% pure fruit. Produced with bottles made from 100% recycled plastic. Available in Strawberry, Mango, Passion Fruit, Blackberry and Guava; samples available at junglepulp.com/pages/food-service.
Minsa. We’re the pioneer in high-quality Corn Masa/Harina de Maíz Nixtamalizado that’s great for making table tortillas, snacks (chips, nachos, tostadas, tamales, taco shells) and extruded products (corn chips). We offer conventional, GMO-free and organic corn flour that is also whole grain certified. Our white, yellow and blue certified natural corn products are made using strict manufacturing and quality assurance protocols. 404-310-5968; ivan.ahumada@minsausa.com.mx; minsausa.com
PRODUCT SHOWCASE
The Neil Jones Food Company. Premium quality tomato products and custom blend sauces packed from fresh, vine-ripened California tomatoes are the specialty of this family-owned and operated business. Our San Benito facility has been packing the finest California tomatoes since 1915. We strive to bring you the very best tomato products, whether you prefer fresh-packed #10 cans or fresh-packed shelf-stable pouches. 800-291-3862; njfco.com
Performance Foodservice
Delivering success with a focus on innovation! As one of the largest food distributors in North America, with distribution centers coast to coast, we find flexible, efficient solutions for our customers. We started delivering food in 1885 and have re-invented ourselves time and again to stay ahead of the industry. We deliver thousands of ingredients and related products, but the service doesn’t stop there. We are committed to owners, big and small, who understand that running a restaurant is much more than a business — it’s a calling. Everything we do is built around ensuring our customers’ businesses thrive. Performancefoodservice.com
Robot Coupe. Our vegetable prep machines offer the widest range of cuts and are ideal for Mexican restaurants! We even offer the CL 50 Ultra Tex Mex vegetable prep machine package that includes a set of discs perfect for slicing ingredients used to make pico de gallo, fajitas, tacos and more. Slicing discs, grating discs, dicing kit, disc cleaning kit, and pack of 2 wall holders included.
Caballeros. Crafted in Oaxaca for 30 years, Scorpion Mezcal® and Sierra Norte® Whiskey bring the true taste of Mexico to your bar. Small-batch, award-winning spirits born from heritage and terroir. Now distributed across the U.S. by TequilaSpecialist.com — elevate your drink menu with real Mexico. scorpionmezcal.com, sierranortewhiskey.com
Rovey Seed Co. Rovey is the leading supplier of white, yellow, blue and red corn especially bred for tortilla & chip production. The high-quality corn is used by restaurants across the country and around the world to make superior tortillas. It is available in non-GMO and organic varieties. 217-227-4541; roveyseed.com
PRODUCT SHOWCASE
Energy Solutions. California Foodservice Instant Rebates Program provides instant rebates up to $3,000 on qualifying energy-efficient equipment for your business. Skip the paperwork and receive an instant rebate as a discount directly on your invoice when you purchase qualifying, highefficiency natural gas or electric commercial foodservice equipment from participating dealers. fs.californiainstantrebates.com
Bridgford Foods. Frozen tortilla dough balls, sopapilla dough and bolillo dough let you make fresh tortillas, sopapillas and bolillo rolls quickly and easily for your customers without all of the prep work — just thaw, then grill or fry for authentic, consistent flavor every time. 800-527-2105; bridgford.com/foodservice
Tortilla Masters. Creating perfect, ready-to-cook corn tortillas has never been easier thanks to the Ventura Flex Corn Tortilla Machine — the first tabletop restaurant-style corn tortilla machine to meet UL and NSF standards. Convenient and small, with big production capabilities — makes up to 840 tortillas per hour. Can be placed on a table, occupying just 2 x 2 feet of space. Also available: Molino Masters Tabletop Corn Grinder, the first NSF and UL tabletop corn grinder restaurants can use to make masa; can produce up to 140 pounds of masa per hour and can be used with 7” x 3” grinding discs or volcanic stones. Made in the USA. 281-994-7010; tortillamachine.com
American Eagle Food Machinery. Our OneHUB Collection provides unmatched versatility! High-volume Meat Cutter Attachment (shown) cuts bigger pieces, features large 7”x2” feeder. The 1.5HP motor with #12 Hub powers 6 interchangeable attachments including meat grinder, tenderizer, cutter, jerky slicer, vegetable cutter. Process everything from beef, pork, chicken to vegetables and cheese with one countertop footprint. Save time and labor cost without hand-cutting! 800-386-5756; americaneaglemachine.com/onehub
Optimal Automatics
Optimal’s Autodoner Brand Vertical Broiler is the best-selling al pastor cooking unit in North American since 1972. It is made with durable, long-lasting case metal burners that are extremely easy to service. UL listed models available (all models NSF.) 847-439-9110; optimalautomatics.com
CHECK OUT THE el Restaurante ONLINE BUYER’S GUIDE!
We have published a comprehensive Buyer’s Guide for the Mexican/Latin restaurant industry since 1997, and it has historically appeared in the last issue of the year. For about the past 10 years, we have also had an online Buyer’s Guide. Since we are an all-digital publication now, it makes sense to unite those Buyer’s Guides. Below are the categories available in the online version of the guide, and clicking on them will take you directly to the appropriate page.
Reach your potential customers in 2026 in the only publication designed specifically for Mexican/Latin restaurant owners, managers and chefs in the United States!
el Restaurante delivers award-winning editorial to our readers in digital format — wherever they are, whenever they want to read it. It’s where you should be if you want to reach them, too! Showcase your products and services in a variety of ways:
• Six bi-monthly issues in three digital formats — a traditional “flip book” version and two easy-to-read web-optimized versions, one in English and one in Spanish
• elrestaurante.com, our continuously updated website full of fresh news, profiles, recipes and other content
• Emex, our biweekly email newsletter that brings news to readers’ in-boxes
• Custom emails sent directly to 15,000 readers
• Targeted Web and Targeted Facebook advertising
Each individual advertisement across all formats is tracked for impressions and clicks.
Here are the readers you’ll reach:
• 15,000 – 20,000 monthly visitors to www.elrestaurante.com
• 15,000 email recipients of el Restaurante digital products
• 50,000+ members/attendees of our association and trade show partners, such as Antojo Industry Expo, Latino Restaurant Association, Texas Restaurant Association, Tortilla Industry Association and Hispanic Restaurant/Chef Association
• 50,000+ curated online contacts of Mexican/Latin restaurant owners, chefs and managers, delivered through programmatic targeting
Click here for detailed information about all of the advertising options available.
el Restaurante 2026 Editorial Calendar
January/February
Cover Story: Chorizo
Special Report: Annual Multi-Unit Report
Culinary Trends: Salsas
At the Bar: Non-Alcoholic Cocktails
Business Basics: Enhancing Access for People with Disabilities
Ad Close: January 12
Materials Due: January 19
March/April
Cover Story: Breakfast & Brunch
Culinary Trends: Growing Herbs On-Site
At the Bar: Garnishes & Rimmers
Business Basics: Pricing Cocktails
Ad Close: March 3
Materials Due: March 9
May/June
Cover Story: Vegetarian Menus
Culinary Trends: Empanadas
At the Bar: Frozen Cocktails
Business Basics: Handling Negative Reviews
Ad Close: April 21
Materials Due: April 27
July/August
Cover Story: Tortas
Culinary Trends: Chiles
At the Bar: Beer
Business Basics: Embracing Philanthropy
Ad Close: June 17
Materials Due: June 24
September/October
Cover Story: Mexican Pizzas
Culinary Trends: Ancient Grains
At the Bar: Hot Drinks
Business Basics: Hosting Cooking Classes/In-house Events
Ad Close: August 21
Materials Due: August 28
November/December
Cover Story: The Cuisine of New Mexico
Special Report: 11th Annual Independent Mexican Restaurant Report
Culinary Trends: Frijoles
At the Bar: Tepache & Raicilla
Business Basics: Airport Locations: Opportunities and Challenges
