Temoc Morfin, founder and CEO of Cilantro Taco Grill, discusses why he developed the Cilantro Taco Grill to ensure corporate restaurants were stocked with fresh, homemade tortillas. Additionally, the company sources salsa ingredients directly from a farm in Jalisco and works with the farmers to provide stable jobs and a good life.
With its vibrant flavors, fresh ingredients, and diverse menu options, Mexican food has become one of the most popular cuisines in the United States, now representing 11% of all restaurants nationwide. The Mexican food industry is thriving and expanding, but the space is crowded, forcing brands to compete against each other like never before to stand out from the competition.
Mexican-inspired fast casual concepts are trying to differentiate themselves with special menus or limited-time items, such as Taco Bell’s Cantina Chicken Menu and Chipotle’s chicken al-pastor. We’ve found that making authentic Mexican food the heart of your business not only helps you stand out, but also allows you to connect with customers in a new way. By connecting with your customers through fresh and delicious ingredients, you can genuinely remind them of Mexico and set your restaurant apart in this highly competitive category.
Fresh flavors and cooking techniques
Since opening the first Cilantro Taco Grill in 2013, my goal has been to provide customers of all walks of life with high-quality, authentic Mexican food. While there are many fast-casual Mexican restaurants, very few of them offer the distinctive flavors and unique recipes from my home country.
Fresh ingredients should be the name of the game for Mexican QSRs. Swapping specific ingredients in a burrito, taco, or torta can make all the difference in flavor. For example, opt for real Mexican cheeses like Oaxaca or Cotija, fresh masa for tortillas, and authentic chiles and spices. Sourcing those ingredients from trusted suppliers or importing them from the correct region will be noticed by customers.
Authenticity is more than just the ingredients, but also is the traditional cooking methods for dishes. This means using time-honored techniques like properly marinating chicken and other meats with Mexican spices, along with making sauces from scratch. Ensure you are consulting with Mexican chefs or cooks on your menu items so you can ensure your recipes remain true to their origins when serving to customers.
As part of my commitment to authenticity, our locations use yellow corn tortillas made from a traditional Jaliscan recipe. We developed the Cilantro Taco Grill Tortilla Factory to ensure our corporate restaurants are stocked with fresh, homemade tortillas. Additionally, we get our salsa ingredients directly from a farm in Jalisco and work with the farmers there to provide stable jobs and a good life. This partnership allows us to use fresh ingredients that honor our culinary roots and give back to the community my family called home before immigrating to the United States.
Bringing Cultures Together
Authentic Mexican cuisine is a great opportunity to unite customers and restaurant staff by highlighting the cultural significance of its diverse ingredients and dishes. Educating others about the traditional toppings and flavors encourages meaningful discussions, enriching their understanding of Mexico’s culinary history and bringing cultures together in a shared appreciation of food.
Many authentic Mexican recipes use unique ingredients that may be unfamiliar to most people. This is an opportunity to teach customers and your staff about authentic Mexican foods like masa, mole, or nopales by sharing their origins, flavors, and cooking techniques. By exploring these recipes, I have found that customers can form a deeper appreciation of Mexican heritage and even try the ingredients in their own cooking. I also invite my staff to provide insight on the food with customers, enhancing the dining experience and showing off a passion for Mexican food.
As Mexican cuisine becomes more popular, don’t settle for blending in with the rest of the crowd. Strive to serve fresh, high-quality, and authentic recipes from Mexico so customers are reminded of the country’s rich history and culture when they take a bite of your food. By committing to genuine flavors and ingredients, you’ll develop a loyal following among fans of Mexican food who respect your brand’s dedication to authentic cuisine. This positive reputation will be your restaurant’s secret ingredient to becoming an authority in the Mexican QSR space, and make your establishment a prime destination for those looking to celebrate the true essence of Mexico