Increase in Latinos Redefine Menus in Restaurants

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The go-to favorite cuisine of Americans used to be Italian, but increasingly it’s Latin American and Tex-Mex food like tacos, quesadillas and birrias — with Asian food next on the horizon, per Datassential, a restaurant menu consultancy. The dramatic rise in the U.S. Latino population is reshaping the national palate—and sending restaurant operators south of the border (or thereabouts) to freshen up their menus.

An analysis of the 4,500 new menu items released at major restaurant chains last year found that Americans are craving cheesy, spicy foods with Latin-inspired ingredients and preparations. The dramatic rise in the U.S. Latino population is reshaping the national palate—and sending restaurant operators south of the border (or thereabouts) to freshen up their menus.

The 10 fastest-growing items on U.S. Menus include birria (a Mexican meat stew), chicken taco salad, and dishes made with Tajín, a seasoning of chile peppers, lime and sea salt.

The #1 menu addition? Ranch Water, a summery cocktail of tequila, lime and Topo Chico sparkling water, per Datassential. Tequila is poised to overtake vodka as the country’s top-selling spirit, while margaritas have become the most popular cocktail.

What they’re saying: “When we work with [restaurant] clients, if they’re going to ask about what flavors to put on the menu, it’s probably going to be Latin,” says Mike Kostyo, the “trendologist” at Datassential who analyzed 2022’s menus. “And if it’s not that, it’s probably going to be Asian.”

The big picture: For the longest time, Italian food was America’s favorite—bring on the pizza and pasta! Then came the millennials, “the first generation to actually prefer Mexican cuisine over Italian cuisine,” Kostyo says. Now comes Gen Z, “the first generation to prefer both Mexican and Chinese cuisine over Italian cuisine.” “Previously, you had spaghetti or pizza on the menu as go-to comfort food. Now you’re probably going to put a taco on the menu,” Kostyo tells Axios.

“Every dish tells a story, sharing its love.”