Successful Food & Beverage business concepts worldwide Bienvenidos

I can say there’s no one in the world who doesn’t know what a is!

—Luis Valle, Mexican Seafood Revolutionary @DonVergasMariscos

1 Restaurant industry trends

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

2 Enrique Olvera was one of the gastronomic ambassadors for 1 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. Mexican Latinamerica’s 50 Best Restaurants 2018 Winner cuisine

3 Authentic Mexican has been discovered:

The US is the major importer of mezcal from Mexico. Super- "I would like people really premium tequila and Traditional to pay more for top- mezcal increased its is recognised as an quality Mexican food. volume by an intangible cultural These are in many cases explosive 651% in 13 really complex, wonderful heritage of humanity. years according to the sauces; particularly from Tequila Regulatory , for instance, that Council. date back from before Europe."

—Anthony Bourdain

4

Re Tr 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 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 experimenting with the old New takes on dishes specific to “Any chef who discovers this recipes and turning the city one of Mexico’s 31 states or their 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. and 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- 6 trends-expect-2018/gallery?slide=7 What is amazing today is that many Michelin awarded restaurants have everything to do 3 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 , moles, salsas, was the No. 1 Mexican endemic Cultural Travel Destination in 2016. ingredients & Chefs have been starring in Capital: the contemporary worldwide culinary Mexico City holds the media. No. 1 ranking in BEST TRIPS in 2019.

8 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 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

23 4 Design the experience

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

24 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.

[email protected] 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