Successful Food & Beverage business concepts worldwide - The Holy Book of Trends

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Successful Food & Beverage business concepts worldwide - The Holy Book of Trends
Successful Food & Beverage
business concepts worldwide
Successful Food & Beverage business concepts worldwide - The Holy Book of Trends
Bienvenidos
I can say there’s no one in the
world who doesn’t know what a
taco is!

—Luis Valle, Mexican Seafood
Revolutionary @DonVergasMariscos

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Successful Food & Beverage business concepts worldwide - The Holy Book of Trends
Restaurant industry trends

  Why is it a good idea to open a
      Mexican restaurant?

                                    2
Successful Food & Beverage business concepts worldwide - The Holy Book of Trends
Enrique Olvera was one of the

   1      gastronomic ambassadors for Mexico
          fifteen years ago. People know that chilli
          con carne and hard shell taco are not

Tex-mex   Mexican.

is not    —Gerardo Vázquez Lugo, Executive Chef @Nicos.
          Latinamerica’s 50 Best Restaurants 2018 Winner

Mexican
cuisine

                                                           3
Successful Food & Beverage business concepts worldwide - The Holy Book of Trends
Authentic
                                                Mexican
                                                has been
                                                discovered:
                              The US is the major
                              importer of mezcal
                              from Mexico. Super-
                                                              "I would like people really
                              premium tequila and             to pay more for top-
Traditional Mexican cuisine
                              mezcal increased its            quality Mexican food.
is recognised as an
                              volume by an                    These are in many cases
intangible cultural
                              explosive 651% in 13            really complex, wonderful
heritage of humanity.
                              years according to the          sauces; particularly from
                              Tequila Regulatory              Oaxaca, for instance, that

                              Council.                        date back from before
                                                              Europe."

                                                              —Anthony Bourdain

                                                                                       4
                                                                                            R
                                                                                            T
Successful Food & Beverage business concepts worldwide - The Holy Book of Trends
2
Mexican
cuisine
has many
sub-styles
There’s not just one Mexican flavor.
We have plenty of regions and
ingredients, so, two Mexican
Restaurants could be very different
from each other. For example,
Oaxaca Vs. Baja Style.

—Alejandro Ruiz, Executive Chef
@Casa Oaxaca Gourmet Awards Winner

                                       5
Successful Food & Beverage business concepts worldwide - The Holy Book of Trends
Rich &
                                                      delightful:   Oaxaca in the eye:

                                                                    Oaxaca has always been
                                                                    Mexico’s most authentic
                 For 2018:                                          food town. Now a new
                                                                    generation of chefs is
                 New takes on dishes specific to                    experimenting with the old
                                                                                                   “Any chef who discovers this
                 one of Mexico’s 31 states or their                 recipes and turning the city
                                                                                                   culinary country will feel inspired.
                 sub-regions can be expected as                     into the next culinary hot     Mexican traditional cuisine is the
                 chefs take deeper dives into                       spot.                          best I have tasted. I had the best
                 their cuisines.                                                                   tortillas and cochinita pibil in a
                                                                                                   little town in Yucatán. For NOMA
                                                                                                   Tulum I spent one year researching
                                                                                                   ingredients & Mexican techniques”.

                                                                                                    —René Redzepi about
                                                                                                    Yucatecan Cuisine

travelandleisure.com/articles/oaxaca-mexico-newest-
food-town

nrn.com/beverage-trends/15-food-and-beverage-
trends-expect-2018/gallery?slide=7                                                                                                      6
Successful Food & Beverage business concepts worldwide - The Holy Book of Trends
What is amazing today is that
            many Michelin awarded
  3         restaurants have everything to do
            with Mexico: they have at least
            one taco in their menu and

Mexican     mezcal-based mixology.

            —Eduardo García, Executive Chef
awareness   @Grupo Máximo Bistrot

in the
world

                                                7
Successful Food & Beverage business concepts worldwide - The Holy Book of Trends
Tacos, moles, salsas,
Mexican endemic
ingredients & Chefs
                        Cultural                           Mexico City was the No. 1
                                                           Travel Destination in 2016.
have been starring in   Capital:
the contemporary
worldwide culinary                 Mexico City holds the
media.                             No. 1 ranking in BEST
                                   TRIPS in 2019.

                                                                                   8
Successful Food & Beverage business concepts worldwide - The Holy Book of Trends
Look at the
   selection of
Mexican chingones
around the world:
Photos from Criollo,
                             Hija de Sánchez, Atla &
                             Noma.

A bunch
of opportunities:

From Fast Food to Fine
Dining, Mexican cuisine is
evolving the way new
consumers relate to this
gastronomic culture.

                                                       10
1

Where? Copenhagen, Denmark
Category: Fast Food
Concept: Mexican Street Food
Chef: Rosio Sánchez & René Redzepi

Ex-Noma pastry chef Rosio Sánchez
makes a (taco) stand in the Danish
capital. She's importing corn from
Oaxaca and making her own masa daily.

                                        11
Photos from La Hija de Sánchez

                      12
2

Where? London, England
Category: Casual
Concept: Mexican Market Finger Food
Chef: Tomasina Miers

Wahaca is a UK restaurant
group selling Mexican-style
street food with 25 branches in
the United Kingdom.

In 2016, Wahaca became the
first restaurant group in the UK
to be certified as carbon neutral.

                                      13
Photos from Wahaca

          14
3

Where? New York City, United States
Category: Fine Casual
Concept: Hip Mexican Bistró
Chef: Daniela Soto & Enrique Olvera

All-day eatery for contemporary
Mexican bites with local
ingredients, plus coffee, wines
& mezcal.

                                      15
Photos from Atla

        16
4

Punto MX
Where? Madrid, Spain
Category: Fine Dining
Concept: Contemporary Mexican Cuisine
Chef: Roberto Ruiz

Michelin-star Mexican
restaurant in Europe.

Punto MX was the first
restaurant in Europe in which
corn tortillas are made
artisanally by hand using the
age-old technique of
*nixtamalizacion.*

                                        17
Photos from Punto MX

            18
5

Where? London, UK
Category: Fine Dining
Concept: Contemporary Mexican Cuisine
Chef: Martha Ortiz

High end
Mexican restaurant at
the Intercontinental
Hotel on Park Lane.

                                        19
Photos from Ella Canta

              20
Mexican Restaurant Strategic Recipe Musts:
1
            Mexican DNA brand
              Proud to be, proud to share.

Tradition             Experiential
                                             Cheerful
 infused              Storytelling

                                                        21
2
Define your category
    & occasions
From target market to business model.

How many rotations? What should your
average ticket be? How many seatings?
Would your restaurant be Street Food
inspired or Mexican Sophisticated?

                                        22
3
Design your menu
   with local
  ingredients
Get inspired by the ancient roots
while merging with the
environment

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4

Design the experience

  What about some fresh guacamole
  prepared at your table? Tecnocumbia
  Dj mixing and some Moscow Mules
  with mezcal? Define your signature
  customer journey and your hero
  dishes & drinks.

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Meet your
   consultant
partners A.K.A.:
los meros meros
Our core is to design
Restaurants and Food Halls
worldwide that generate
extraordinary experiences for
their consumers and investors.

hireus@meromole.com
meromole.com

                                 26
Mexican Cliché Restaurant                Hyper-Targeted
Vs. Mexican Experience Design
Restaurant                                                       Specialised Mexican

                                                                         Mexican inspired
     Tex-Mex Generic
                                                                         but locally sourced

             Mexican Cliché

                                Burritos & Margaritas for everyone

                                                                                               27
Successful Food & Beverage
business concepts worldwide
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