Making dinero from Cinco de Mayo: Even gringo operations are spicing up sales with some south-of-the border spirit

Cheers, April, 2002 by Nancy Backas

It's not a big holiday in Mexico, and if you ask the majority of gringos what exactly Cinco de Mayo celebrates, they'd be hard pressed to tell you. But in terms of bar and restaurant celebrations, the holiday ranks right up there with that other ethnic landmark, St. Patrick's Day, for perking up sales and creating a party atmosphere. If everyone is Irish on March 17, then lots of people are turning Mexican on May 5.

UNA FIESTA GRANDE

Tequila and beer companies have been riding the tide of Cinco de Mayo popularity for a decade now, helping restaurateurs and bars promote a party with posters, give-aways, table tents and menu tip-ons. Sales of tequila and Mexican beer jump during the holiday period, which can last as few as one or two days or can expand to a month long celebration in some venues. (Cinco is not just big for beer and tequila sales; It's also the most important day in the year for avocado usage. The California Avocado Commission reports that Americans will eat 17 million pounds of avocadoes -- 34 million that is -- on May 5.

At Chicago's Mambo Grill, where the Mamborita is a popular drink throughout the year, owner Susan Frasca decided to capitalize on the beverage to promote Cinco de Mayo. At the top of the Mambo Grill menu is an illustration of a Latin woman called Mambo Rita. "I said last year that we needed to find the real Rita. We conducted an official search for Mambo Rita, a sort of beauty contest, run from April 1 through April 30 asking candidates to submit a photo and an essay," says Frasca.

Twenty-five contestants entered and the field was narrowed to five finalists. The five were announced on May 1 and brought to the restaurant on May 5 to be introduced to a crowd gathered at the restaurant to vote on the winner. The new Mambo Rita, whose real name is Mimi, received $500 in cash and $500 in gift certificates and the privilege of serving as the Mambo Rita spokesperson for a year. Other finalists were given a bottle of tequila, martini glasses and t-shirts.

"It turned into a week-long celebration since we had a party to announce the five finalists in addition to the actual day," says Frasca. "We have always held Cinco de Mayo parties, but last year our sales were double what they were in the past. It was utter pandemonium," she adds. In addition, the month-long lead-up in April helped pump up sales during a month which is usually slow.

The Mamborita margaritas, always on the menu, ran for half price ($3 as opposed to the normal $6), as did the Mambojito, a drink made with rum, sugar cane and ground mint leaf. All Mexican bottled beers (Corona, Dos Equis and Bohemia the biggest sellers) were priced at $3 versus the regular $4 to $4.50 price tag. The Chicago Beverage Company, Mambo Grill's local purveyor, provided the giveaways. Reigning Mambo Rita Mimi soon will crown the 2002 Mambo Rita.

COOKING WITH TEQUILA

Back in 1976, Mexican food was not widely popular east of the Mississippi and few non-Mexicans knew much about Cinco de Mayo. That was the year Chi-Chi's Mexican chain introduced Mexican food to a whole new population. "We have a couple of generations of patrons who have been celebrating Cinco de Mayo with us for a couple of decades. The holiday is now becoming more entrenched in communities. Our whole goal is for people to have a good time, to what we call 'salsabrate' with us," says Chi-Chi's VP public and media relations Robert Carl.

This year, Chi-Chi's will be launching a new entree during Cinco de Mayo, Flaming Fajitas. People are used to seeing fajitas served on sizzling platters, but the chain decided to take it one step further and bring the fajitas to the table flamed with tequila. "We have been training servers in the tableside service so that they are ready for the promotion.

Along with the Flaming Fajitas will come Margarita and imported beer specials and in some markets, special parties and/or party tents," adds Carl. The promotion was introduced in March in TV and radio ads and will run through May and beyond. The food and drink specials will all fly under the banner of Cinco Central. Sundays specials will be geared to families and children. Increased sales have always resulted from Cinco de Mayo celebrations, and Carl expects the same this year. "It's all a balance of providing good beverages, good food and having people celebrate with us," he says.

AGAVE IN MASHLAND

In Louisville, Kentucky where the locals are just discovering real Mexican food and a spirit other than bourbon, Anthony Lamas, chef-owner of Jicama, sees his role as showing non-Latinos what a good Mexican fiesta is all about. Half Puerto Rican and half Mexican, he grew up in California where the Hispanic population is large. "I grew up with big celebration around Cinco de Mayo and always look forward to it. What I want to do here is show people how inspired Mexican food can be," Lamas says.

At Jicama, he put together a tequila tasting menu, incorporating tequila in his cooking along with Mexican beverages to match for $1295 per person. The first course is a Mexican Baja lobster ceviche made with Patron 100 percent agave tequila, lobster, yellow grapefruit and tomatillos served with a Dos Equis or Negro Modelo beer. Second course is a heart of palm and jicama salad with a tequila-passion fruit vinaigrette. Third course is tequila-spiked shrimp marinated in green onion, chili and Jose Cuervo tequila with a tequila beurre blanc served with a sweet corn salsa over rice with a Margarita to wash it clown. And dessert will be a flan with a tequila sauce.