Patrick’s Day.Ĭhef Johnny Hernadez will celebrate both Cinco de Mayo and the restaurant’s birthday May 5. Womply’s data also show that on any given nonholiday in 2018, the average daily revenue at a bar was $754, but spiked to $1,242 on Cinco de Mayo, just behind St.
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It ranked right behind Mother’s Day weekend as the third-busiest day for restaurants in 2018, according to software company Womply. The rapid growth of Cinco de Mayo as a food and drink holiday has propelled it into the upper echelon of moneymaking days for the hospitality industry. Paddy’s staple was invented in 1914 by a New York City coroner, and now it’s as standard here as hot dogs on July 4.
You’d be hard-pressed to find an Irishman pub-hopping from one pint of green beer to the next on St. Transforming notable events from other lands is nothing new in America. “Cinco de Mayo, what perfect weather to drink a beer and enjoy,” he said. 16, which can fall after the first flakes of snow in some parts of America. comes down to timing, as it typically falls on a lovely spring day in most parts of the country, unlike Mexican Independence Day on Sept. Dominguez argues that part of the holiday’s success in the U.S. But all those advertising dollars quickly changed that. When Dominguez started in the hospitality industry, Cinco de Mayo wasn’t yet a big deal. San Antonio-based marketer and distributor Gambrinus Co., which distributed Mexico’s Grupo Modelo and Corona beers, birthed an ad campaign pegged to Cinco de Mayo that encouraged people to celebrate their Mexican American heritage by drinking Corona. In 1989, an Alamo City company changed history - and bars’ fortunes - and forever linked Cinco de Mayo with Corona beer. Moussa81, Contributor / Getty Images/iStockphoto Alamillo titled “Studies in Symbolic Interaction.”Ĭinco de Mayo is one of the biggest days for beer sales and bar revenue in the United States.
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In a $38 million marketing and ad blitz, the companies targeted Hispanics with print and TV ads, and by sponsoring several Cinco de Mayo events, according to a 2009 paper by Jose M. That changed in the 1980s when beer giants Anheuser-Busch, Coors and Miller recognized an untapped market (pun intended). On : 6 great San Antonio Cinco de Mayo drink and food specials Since early in the 20th century, Mexican Americans wanting to celebrate their culture observed the date primarily with parades, music, dancing and other wholesome forms of entertainment. Patrick’s Day and the Super Bowl, according to a 2014 survey by market research firm Nielsen. MONTOYA, STAFF / SAN ANTONIO EXPRESS-NEWSĬinco de Mayo has gone on to become a massively important event for restaurants and bars across the country, a day of revelry celebrated with tons of tacos and millions of margaritas. “I think Cinco de Mayo, for the Hispanic community, it’s a day you have a sense of pride and belonging.”Ī trio of margaritas from La Fogata HELEN L. “Being in the U.S., you still try to find identity,” said La Fogata Mexican Cuisine general manager David Dominguez, who was born near Cancún and has spent the past three decades working in restaurants in the U.S. looking for ways to stay connected to their roots. But it became more important for first- and second-generation Mexicans living in the U.S.
It’s a comparatively minor event in the sweeping arc of Mexico’s centuries of history, and it isn’t widely celebrated there. The improbable victory of the hardscrabble band that defended the town of Puebla against the French would be marked in history, but quietly. Scott Olson, Staff / Getty Images Show More Show Less 3 of3Ĭustomers order drinks at Tony’s Siesta Andy Palacios Show More Show LessĪ poorly equipped but fiercely determined army of about 4,000 Mexicans bravely stared down the barrels of 8,000 invading French troops during the Battle of Puebla on May 5, 1862. Kristen Prahl, Contributor / Getty Images/iStockphoto Show More Show Less 2 of3Ĭorona beer has been associated with Cinco de Mayo since an ad campaign was launched by a San Antonio business in 1989. In the United States, Cinco de Mayo is just as much about food as it is beer and margaritas.
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