Mexican food is not the most popular cuisine around the world, but it’s getting closer.
According to Technomic’s Global Navigator Program, 33% of consumers worldwide would order Mexican food occasionally, making it the fourth favorite behind Italian, Chinese and Japanese. But perhaps not surprisingly, preference for the cuisine is growing among Latin American countries in particular.
Aside from Mexico and the U.S., Puerto Rico leads, with 60% of diners there saying they would choose Mexican. Colombia is close behind at 56%, followed by South Africa (46%), Chile and Spain (both 42%) and Argentina (41%.)
Asia and the Middle East are showing some traction, too. Saudi Arabia is the fastest-growing market to welcome Mexican food, with interest increasing in the UAE and Singapore as well.
Tacos, burritos and quesadillas are the top choices when it comes to ordering a Mexican meal anywhere in the world, according to Technomic. Snacks are also a good entry point, with nachos, guacamole, salsa and churros all universal favorites.
But consumers are starting to explore beyond the expected. Birria is making inroads on menus in the Middle East, Southeast Asia and Australia. Birria Tacos are usually filled with braised beef and come with a cup of flavorful consommé for dipping. Also showing up is a subtrend of birria: a hybrid dish that combines the beefy preparation with ramen noodles.
Esquites is adaptable to snacking. | Photo: Shutterstock
Riffs on Mexican street corn, also known as elote and esquites, are attracting attention too. Elote is usually served on the cob, with a creamy topping with notes of salt, citrus and spice, while esquites feature corn off the cob in a cup or bowl or as a creamy topping.
The Canadian Brewhouse, a non-Mexican concept in Canada, added Street Corn Salsa & Chips to its starters menu, featuring sweet corn mixed with red onion, jalapeño, cilantro, lime salt and lime crema, served with tortilla chips.
Spins on churros also have universal appeal. While the classic churro is made with fried dough rolled in cinnamon-sugar, global operators are giving them flavor and texture upgrades, both savory and sweet. Frittenwork in Germany rolled out a variation with a Dubai chocolate build, coating the churros with crispy strands of phyllo, chocolate drizzles and chopped pistachios.
Now that global diners are familiar with the basic Mexican formats and flavors, they seem to be inviting more innovation and exploration.
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