The Border is Open

Chih’ua ® Tacos y Cortes, a prominent restaurant chain in Northern Mexico, has its eyes set on defining the Mex-Mex dining space in the U.S.

Phoenix, AZ (PRWEB) February 12, 2006 -- What is an authentic Mexican taco? For many, the answer is very different from anything that is commonly found in the United States. Chih’ua ® Tacos y Cortes is a restaurant chain from Mexico that is determined to solve this frustration for millions of consumers in the U.S.

“We spent three years – traveling extensively throughout Mexico - looking for the right concept of authentic tacos, with particular attention given to Mexico’s signature ‘Tacos al Pastor,’ with disappointing results. We couldn’t find a concept we thought could appeal to both the U.S. Hispanic consumer and the U.S. consumer in general – until we spent time at several of the Chih’ua ® Tacos y Cortes locations,” explains DTB International’s (the exclusive franchisor of the concept) Managing Director, Tom Hunsaker.

“This concept has a stronger dedication to quality, training, and operational excellence than any other brand we encountered. It is phenomenal in every way.”

Honed over the course of fourteen years in operation, the Chih’ua ® Tacos y Cortes concept is primed for success in the United States. There are several important reasons for this projection:

- U.S. Hispanics spend 1/3 of their disposable income on food.
That’s $195 BILLION dollars (HispanTelligence)
- The Hispanic population is growing at 4 times the national growth rate (HispanTelligence)
- Hispanic purchasing power is expected to surpass $1 TRILLION by 2010. 3x the overall national growth rate
- Hispanic Americans are deeply loyal to native brands and tastes and have difficulty finding these tastes in a restaurant setting in the U.S.
- U.S. Hispanics are eager to consume their native tastes. Chih’ua ® Tacos y Cortes is a premium concept that is uniquely positioned to service these robust market trends.

“I have driven from Albuquerque to Mexico to eat at Chih’ua ®,” wrote one native Mexican woman living in Albuquerque. “I can’t wait for them to come to me.”

And that’s just the Hispanic market.

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