| Market Segments |
The enormously popular and fast growing "Southwestern" or "Mexican" food category is, by our analysis, a group of smaller and distinctive
subcategories. Each has unique characteristics which have evolved under
geographic and ethnic influences. We describe them as:
Tex-Mex
Originating from Texas and the border states of Mexico.
Based on meat dishes, primarily beef, and heavily spiced with cumin and
with capsicums for heat and color.
Traditional Mexican
Originating from the Mexican interior.
Delicately seasoned with herbs, chilies, onion, garlic, and sweet spices
such as clove, cinnamon, and cardamon.
Gringo American Food
Anglicized adaptations of a few traditional Mexican dishes such as
enchiladas and burritos.
These foods are usually distinguished by bright colors; moderate flavor
notes from cumin, garlic, and onion; extensive use of mild yellow cheese;
and yellow, rather than white, corn tortillas.
New Mexican
Authentically "Southwestern" dishes such as chiles rellenos characterized
by roasted chili flavors, fresh herbs, and pungent vegetables such as fresh
onion and garlic.
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