Tag Archives: marketing

The Growing Popularity of Mexican Food in Southern New Jersey

18 Dec

The obsession with Mexican style food is a national phenomenon. Books like Gustavo Arellano’s Taco USA: How Mexican Food Conquered America detail the history of Mexican food in the states how it has become so incredibly popular. He also touches on what exactly classifies as Mexican food. South of the border cuisine has been growing in popularity across the Garden State.

In the past ten years, Mexican restaurants have popped up across southern New Jersey. Restaurant chains touting Tex-mex and Mexican style foods such as Moe’s Southwest Grill and Qdoba Mexican Grill have been opening many new locations. Chain restaurants such as these have proliferated across the region, along with smaller independently owned eateries. You can view a timeline, linked above, to see when and where South Jersey Mexican restaurants have opened.

Before 1990 there were only a few independent Mexican eateries: Los Amigos established in 1976, The Mexican Food Factory established in 1979, and Tortilla Flats established in 1984.  These restaurants have stood the test of time, surviving economic downturns and standing up against competition. “We’re affected by economy more than the competition. The competition comes and goes. Flexibility as far as our chefs, diversity helps us,” said Fred Jones, manager of Los Amigos in West Berlin, NJ. The restaurant has a loyal following of customers, and focuses on keeping returning patrons excited about the restaurant. They have specials that change several times and week.

“The competition comes and goes. We strive to be the best we can be, to always be innovative,” Jones explained. A diversified menu and professionally trained chefs have set them apart from other restaurants.

Newer independent eateries must compete against big chains and each other. About 20 restaurants have popped up since 1999, all of which are listed in the SJ Taco Time map. They are vying to stay in business. “There are a million Chipoltes’ and Moes’ out there. The difference is serving up fresh ingredients and authentic food. Regulars really help keep business going” says Joe Cozzan, owner of Rojo’s Tacos in Ocean City, NJ. The eatery started as boardwalk taco place in 2004 then moved to a street location.

“It’s very hard to compete with chain restaurants because they have so much money and advertising power. So you have to set yourself apart from them. We specialize in tequila, we’re not just a restaurant, we’re a destination.” Says Saul Cordova, Jr. of La Esperanza, which has been open for ten years in Gibbsboro, NJ. Newer restaurants are making their way through the crowd by focusing on minute details like offering a large selections of tequila and using new web marketing techniques.

Cordova explained the importance of innovating marketing, “We try to stay current and relevant in the media. We have a Facebook, we’re part of the SJ Independent Restaurant Association. We have Instagram now, we have to keep with the times.”

 

The SJ Taco Time Map

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