Temoc Morfin, founder and CEO of Cilantro Taco Grill, discusses the importance of beverages to his brand, which has 16 corporate locations and over 100 franchise units in development.
With so many food options just a click away, offering an authentic menu has become more important than ever in the competitive fast casual space. People are drawn to the experience of tasting something new, something that takes them beyond their usual food choices, and authentic dishes from another country or region have been fulfilling that craving. But authenticity shouldn’t stop at what’s served on a plate or in a bowl; it extends to every aspect of the dining experience, including the beverages.
Tapping into culture trends
As a first-generation Mexican immigrant, I know how powerful it is to share my culture with others, especially in the restaurant space. With more people grabbing drinks on-the-go instead of a full meal due to their busy schedules and need for convenience, restaurants have a unique opportunity to showcase their culture and authentic flavors — served through a straw.
When I opened my taqueria in Chicagoland back in 2013, I learned that people weren’t just looking for tacos and burritos, they wanted the full experience, the chance to taste something real and rooted in my family’s traditions. Authentic Mexican beverages like horchata, agua fresca, and Jarritos sodas are staples of Mexican culture, but too many brands overlook how these drinks connect people with the rich heritage and flavors of Mexico.
Offering these traditional beverages is about more than just quenching our customers thirst, it’s about embracing the taste of my culture, just as it’s been passed down through generations in my family. When you serve these drinks, you’re giving them a piece of your heritage, something that many people might not have encountered before. You’re inviting them to sip on authenticity and experience a culture they may not know, but one that has been an integral part of your life.
The authentic beverage advantage
Too often, I see larger chains leaning toward generic options such as sodas and sugary iced teas, both of which offer little to elevate the dining experience. I’ve always believed that food and drinks should reflect the true of heart of your menu’s offerings. That’s why for us, offering traditional Mexican beverages has been a key part of strengthening our brand’s identity.
Authentic beverages can continue to build customer loyalty and increase foot traffic. By serving drinks that reflect genuine flavors from your culture, you create a deeper connection with your customers. When people taste something authentic, like our horchata or tamarind agua fresca, they feel like they’re not just drinking, but participating in something larger. They’re engaging with a culture that’s rich in tradition, history, and family, and they’re invited to experience a piece of Mexico that might be unfamiliar to them.
Fast casuals and QSRs can be more than just a quick meal; they can tap into your customers’ emotions, becoming a place where they return not just for the food and also those unique, traditional drinks that tell a story. In this way, beverages should not be forgotten, they’re an important part of what can make your brand so special and memorable.
Drinks tell a story
One of the most powerful things about traditional food and beverages is that they tell a story. Every drink, whether it’s the sweetness of horchata or the refreshing taste of agua fresca, carries its own history. These beverages are deeply rooted in Mexican culture, and when you offer them, you’re sharing a part of that story with your customers.
For me, food and drinks are more than just products, they’re the stories of our lives, our families, and our traditions. Every family and community have their own way of preparing a meal, and embracing those differences can create a truly rewarding cultural experience. Take horchata, for example. I grew up with the version from Jalisco, but there are many other ways to make this beloved drink. Remember, food and drinks aren’t just about taste; they represent the journey of the ingredients – from the fields of Mexico, to the hands of our ancestors, and finally to the glass in front of your customer.
Another example is agua fresca. Ingredients like tamarind, hibiscus, and lime have been part of Mexican life for centuries. When people sip these drinks, they’re connecting with generations of Mexican families who’ve made these beverages for as long as they can remember. That’s the beauty of offering traditional drinks; they’re a window into a culture that many have not experienced before.
As a business owner, especially as an immigrant, my advice is simple: don’t overlook the power of authentic beverages. Whether it’s cachaça for a Brazilian restaurant or sake for a Japanese concept, these drinks should not be an afterthought – they’re a key part of your brand’s identity. When you offer traditional drinks, you’re offering them a chance to connect with a culture that is new to them, while reinforcing the authenticity of your brand.
At a time when people are looking for more than just food, lean into your roots. Offer drinks that give your customers something real and meaningful. When your serve beverages that reflect the heart of your culture, you’ll create a loyal customer base and position your restaurant as something truly special
Interested in joining one of the fastest-growing Mexican fast-casual brands in the country? Visit fransmart.com/cilantro-taco-grill to learn more about franchise opportunities.
