Introduction
Eight months into Donald Trump’s administration, Mexican restaurants in the United States are facing one of their most challenging periods. The tightening of immigration policies, raids in various cities, and a political climate of mistrust have altered the consumption habits of migrants, who form the heart of these businesses.
Impact on Specific Restaurants
Roberto’s Restaurant in Nevada:
Known for its tacos, tortas, and huaraches, Roberto’s has seen a 40% drop in customers. The manager attributes this decline directly to the community’s fear: “90% of our customers are Mexican, and they’ve practically stopped coming; many prefer to stay home to avoid any risk.”
Although delivery orders have slightly increased, they are insufficient to offset the downfall. “People always preferred coming in, dining together at the table. Online consumption doesn’t support what we’ve lost,” he explained.
Similar Situation in California
Rubén Hernández, owner of five restaurants (three in California and two in Nevada):
Hernández reports an average 30% drop in sales. “We do have a percentage of Americans who enjoy Mexican food, but they’re not enough to balance the decline. Our customer base is primarily the migrant community, and they’re the ones staying home for safety.”
The decrease isn’t just in daily sales but also affects business dynamics: reduced shifts, fewer purchases from suppliers, and operational cost adjustments. “The blow isn’t just at the cash register; it affects the entire chain. If customers don’t come, we buy less, hire fewer staff, creating a ripple effect impacting everyone,” he added.
A Widespread Trend
Both restaurant owners agree that the sales drop is a shared phenomenon among the Latino culinary community in the U.S. “We talk among ourselves, and the percentage of losses is similar. It’s not an isolated case; it’s affecting all of us,” Hernández affirmed.
Beyond restaurant owners, suppliers, kitchen staff, servers, and delivery personnel feel the impact of weakened consumption. Mexican food restaurants, often spaces for cultural identity and community gathering, are forced to reconsider their business models.
Fear, Community, and Resistance
The fear of immigration raids has changed migrants’ routines: fewer family outings, home consumption instead of dining out, and avoiding nighttime travel. “People prefer staying home, not going out as a family, and it’s killing us,” the Roberto’s manager noted.
Despite adversity, Hernández and other Mexican entrepreneurs remain hopeful about enduring. They’ve employed promotions, special menus, and increased digital presence, but admit political uncertainty outweighs any marketing strategy.
Economic and Cultural Impact
Beyond numbers, restaurant owners emphasize the cultural role these spaces play. For migrants, visiting a Mexican restaurant is more than a gastronomic experience; it’s preserving traditions and maintaining a connection to their homeland.
“These are places where people gather, remember their homeland, and share their culture. If we disappear, it’s more than just losing a business; it’s losing part of the migrants’ lives,” they concluded.
Key Questions and Answers
- What is causing the decline in Mexican restaurants’ customers? The primary reason is fear among migrants due to tightened immigration policies and raids.
- How has the decline affected restaurant operations? Reduced shifts, fewer purchases from suppliers, and operational cost adjustments have been implemented.
- Is this issue limited to specific restaurants or is it widespread? This decline is a shared challenge among the Latino culinary community in the U.S.
- What is the cultural significance of Mexican restaurants for migrants? These establishments serve as spaces to preserve traditions, maintain a connection to their homeland, and foster community gatherings.
