Gonzalez Cindy

Biography

Cindy Gonzalez is a fourth-year UC San Diego student majoring in International Business with a minor in Technology, Innovation, and Supply Chain. She has a passion for Mexican food and wishes everyone to have the opportunity to try traditional tacos from Mexico.

Favorite Food

Cindy's favorite food is tacos. She loves Birria tacos for breakfast. Here is a birria taco recipe!

Tacos Across Borders: Navigating the Global Impact

Mexican cuisine is one of the top ethnic foods in the United States, ranking second according to Google popularity data from 2019. Several factors contribute to this phenomenon, including historical events such as the U.S. territorial expansion into Mexico in 1846, patterns of Mexican migration, and the geographical proximity of the two nations. However, the expansion of typical Mexican dishes such as tacos brings with it different modifications to traditional preparation practices to be adopted by new customer segments. A notable example is the emergence of Tex-Mex tacos, originating in the United States, which have substituted traditional handmade tortillas with industrially produced corn shells.

Furthermore, these Americanized versions of Mexican tacos spread globally due to the economic and cultural influence of the United States. Consequently, they have reshaped perceptions of traditional Mexican tacos worldwide. In response, Mexican nationalists strive to define the authenticity of their traditional dishes and challenge the dominance of fast-food giants. However, interpreting the authenticity of Mexican tacos becomes a challenge given the unknown origin of this dish and the historical and social exchanges that have shaped the nation.

In a few words, the struggle to preserve traditional Mexican tacos reflects complexities caused by globalization, fast food giants, and commercialization.

Tracing the Roots: Exploring the History of Tacos

The origins of tacos remain undocumented, as historical records do not provide insight into the initial creation of this dish. However, there are different theories about its emergence in history. For example, the pre-Spanish era theory, the silver miners' theory, and the Colonial Era theory:

Pre-Spanish Era Theory

The pre-Spanish era theory argues that the taco predates the arrival of the Spanish in Mexico, given anthropological evidence suggesting that indigenous people in the Valley of Mexico traditionally ate tacos filled with small fish.

Silver Miners Theory

The silver miners' theory suggests that the taco was invented by silver miners in the 18th century in Mexico City given their ease of preparation and consumption. “Tacos mineros” (silver miners' tacos) were a common phrase among taco stands in Mexico City in the early 20th century.

Colonial Era Theory

Colonial Era theory argues the taco emerged in the colonial era based on historical and physical documentation, such as the first documented taco feast enjoyed by Europeans, arranged by Hernán Cortés, and the first cookbook mentioning a “taco” in 1836.

Tacos: A Process of Culinary Mixing

Additionally, there exists evidence indicating that tacos evolved through a process of culinary mixing. According to Salvador Novo, a Mexican writer of the national history of Mexican food, tacos likely emerged as a product of Mexico's mixed Spanish-Indian heritage. Novo speculates that the first taco might have involved the fusion of Indigenous corn-based tortillas with Spanish ingredients such as pork or other meats, giving rise to what could be considered the earliest "carnitas tacos" (pork tacos). This theory stands today given that European meats, including beef, pork, and chicken, are the most common taco fillings, inferring a direct influence from Spanish culture.

With the uncertain origins of tacos, defining their authenticity within Mexican cuisine proves challenging. Nonetheless, the term "authentic Mexican food" resonates across different restaurants in the United States. What factors contribute to this usage?

What is Authentic Mexican Food?

The spectrum of authentic Mexican food predominates outside the country of Mexico. This is because local restaurants originating in Mexico do not see the need to call their dishes “authentic.” For this reason, this term is more prevalent in restaurants outside of Mexico, which use it as a marketing strategy by restaurants aiming to attract customers seeking traditional culinary experiences. By associating themselves with the concept of authenticity, these establishments aim to distinguish themselves from competitors. Jeffrey Pitcher, historian of Mexican tacos and author of the book “Planet Taco” states “The notions of authentic Mexican food have been invented by promoters of culinary tourism. While often attributed to ancient Aztecs and Maya, such authentic Mexican cuisine did not exist in pre-Hispanic or even colonial times. In fact, Mexican food, like the nation itself, was the product of globalization, beginning with the Spanish contest” (Pitcher, 2017, pg 222). This means that the term authentic Mexican food does not exist and is only used to promote culinary tourism. Because of this, the authenticity of Mexican food remains to be defined to this day.

Although authentic Mexican food is not explicitly defined, we can still differentiate between traditional Mexican practices and those that have been created due to cultural clashes around the world. Even the definition of traditional Mexican practices is vague since Mexican diets vary widely by ethnic group and social class as well as by region (Pitcher, 2017, pg xiii). However, there is a huge difference between industrial food disguised as ethnic food and Mexican food made with traditional methods. For example, the American-Mexican food that emerged in the United States, like Tex-Mex(Texans of Mexican heritage) tacos. “Tex-Mex" originally denotes inauthentic Mexican food, characterizes a regional adaptation originating from Texas, influenced by Anglo-Saxon and Central European culinary traditions. Given the massive presence of Tex-Mex tacos, some people don't know what a taco made with traditional preparations would look like in the United States. American fast-food franchises are to blame for presenting Tex-Mex cuisine as genuine Mexican food.

Tex-Mex and Traditional Mexican tacos

What’s the difference between Tex-Mex and traditional tacos?

Traditional Mexican tacos are often made of hand-made tortillas, which are fried in meat broth or grease. Similarly, the sauces made in the molcajete (mortar) on the spot with fresh and freshly ground ingredients illustrate one of the most recognized and traditional practices of Mexican cuisine. In the same way, the meat is made to order on the grill, canned meat or meat with preservatives is not Mexican style at all. Mexican favorite toppings are ingredients such as cilantro, onion, spicy pepper sauces, guacamole, beans, and lime. On the other hand, Tex-Mex tacos often use pre-fried corn-shell tortillas and toppings such as lettuce sour cream, shredded cheese, and pico de gallo (a mix of cilantro, onion, tomatoes, and lime juice in one seat). For preservation purposes, the meat used in Tex-Mex tacos is usually made to be frozen and reused within a defined period. In a few words, traditional Mexican tacos provide natural, freshly prepared ingredients that may offer greater nutritional value compared to processed ingredients commonly found in Tex-Mex culinary practices.

Tex-Mex tacos

Traditional Mexican tacos

Why prefer traditional tacos?

Aside from their nutritional benefits, consuming tacos made with traditional methods will help preserve traditional Mexican recipes originating in Mexico. Likewise, a traditional taco is a “world’s away” (Pitcher, 2017, pg 4) from one made by a fast food chain because of its flavor, seasoning, and overall experience. Pitcher in his book “Planet Taco” forces us to understand the vast difference in preparation of a taco made with traditional methods and one made under the hands of American capitalism. Although an authentic Mexican taco cannot be traced, he highlights the importance of preserving traditional taco preparation methods. since they expose the roots of Mexico and its cuisine.

Figure 1

Design of the UC San Diego Taco Fiesta Taco Truck

Taco Fiesta Food Truck

This amazing culinary experience will bring traditional Mexican flavors to UC San Diego students and staff. The Taco Fiesta Food Truck will provide different options of the most recognized tacos in Mexican cuisine. In the same way, this Mexican experience will bring traditional food practices, such as hand-made tortillas, molcajete salsas and aguas frescas to the UC San Diego Campus, promoting traditional Mexican food preservation in the United States. This food truck also seeks to become a social icon representing Mexican students, giving them a space where they feel identified and belong to UC San Diego.

This experience also seeks to bring a cheerful and delicious place to Campus. The design of the Taco Fiesta food truck is colorful, eye-appealing, and innovative, using neon colors and representing a party, which has a high possibility of becoming trendy and famous at UC San Diego.

A great culinary experience for UCSD

The Taco Fiesta Food Truck will offer tacos al pastor, carne asada, and birria tacos. Customers will be able to choose between different traditional toppings for their tacos, for example, cilantro, onion, avocado, lemon, and different molcajete sauces. Additionally, these tacos will be made with handmade tortillas and meats seasoned with Mexican species, such as annatto paste, dried chiles, Mexican oregano, cloves, garlic, and cumin, among others. In the same way, Horchata and Jamaica aguas frescas will be offered, which are the favorite typical Mexican waters to accompany the tacos. The price of these tacos will vary from $3 to $4 each, while each agua fresca will cost $2, which represents a delicious and affordable meal for less than $15 for an average consumer. Compared to the high prices offered by other restaurants and dining halls on site, these prices could attract many UC San Diego students and staff to try delicious flavors.

Taco Fiesta food and drink offerings

Al pastor tacos

Thinly sliced pork shoulder slowly marinated in sauce

Asada tacos

Grilled pieces of flank steak.

Birria tacos

Goat or beef meat stew bathed chiles and spices

Horchata

Drink made up of white rice soaked in water, it's flavored with cinnamon and its sweetened with granulated sugar.

Jamaica

Drink made up of dried hibiscus flowers, sweeteners, and water. It has a vibrant, ruby-red color and a sweet flavor.

Taco Fiesta - Marketing Strategy

The Taco Food Truck marketing strategy will focus on the following points:

Create a website and social media to penetrate the food market at UC San Diego. These platforms will share the business's traditional food offerings and their affordable prices while attracting more customers by sharing promotions and coupons. Likewise, it seeks to attract a larger audience with bright colors and flyers that share traditional Mexican culture.
Connect with UCSD students and staff reaching out to different organizations and clubs on Campus that have a Hispanic/Latino culture focus. Likewise, advertisements will be promoted with physical and virtual flyers in the busiest places on the Campus and virtual newsletters.
Share promotions and discounts to students and staff to penetrate the food market at UC San Diego and spread the word about this new business.
Engage in UC San Diego activities to be present for UC San Diego students and staff in vital events, such as Saun God’s festival, and the Triton 5K, among others.
Innovate new dishes to adapt to the target audience by expanding the menu with vegan food offerings, and expanding the Taco Fiesta food truck customer segment.

Why is the Taco Fiesta Food Truck a good business opportunity at UCSD?

This Food truck represents a great business opportunity since the UC San Diego Campus does not offer traditional Mexican food in any restaurant or dining hall. The UC San Diego Campus is recognized for the cultural diversity of its students and the embrace of global cultures and customs. For this reason, there are different restaurants and dining halls that focus on ethnic foods, giving students a taste of their countries of origin on Campus. However, we can notice the prevalence of certain ethnic foods that eclipse the rest of the cultures at UCSD. To illustrate this phenomenon, we analyzed all the restaurants and dining halls located at UC San Diego and categorized them by the ethnic foods they offer:

Table 1 - Ethnic restaurants and dining halls at UCSD

Table 1. Ethnic restaurants and dining halls at UCSD.

This table displays all the restaurants and dining halls on the UCSD Campus, not counting those that do not have an ethnic focus, for example, cafes or markets. These locations were classified based on the type of ethnic food prevalent on their menus. The list of all UCSD restaurants, cafes, fast food, pubs, and dining halls can be found on the institution's Blink at: https://blink.ucsd.edu/facilities/services/general/personal/dining.html

Figure 2. Number of locations vs. Type of food offered

Based on the ethnic focus of the restaurants and dining halls present on the UCSD Campus, there are a majority of locations targeting Asian and American customers. This is because of the 58 ethnic-focused locations available on Campus, 21 of them offer Asian food and 18 American.

On the other hand, there are only 4 locations that offer Mexican food; the Wolftown and Taqueria dining halls, the Rubio's fast food chain, and the Taco Villa restaurant. Most of these locations offer Tex-Mex style food, as they are better suited to the foreign palates of the Campus' ethnically diverse population. Furthermore, the Taco Villa restaurant wrongly claims to offer “authentic Mexican food”, demonstrating the lack of knowledge about the origin of Mexican food and its focus on the sale and marketing of its dishes.

Why is it important for UCSD to offer ethnic foods?

The presence of ethnic foods not only reflects the cultural diversity found on campus but also promotes an environment of inclusivity and community for UCSD students and staff. Therefore, UCSD must offer a diverse variety of dining choices that align with the diversity of its population. However, there is a problem of cultural misrepresentation in the food locations, which focus on the most prevalent racial group on Campus, neglecting other ethnic cultures.

Table 2. UC San Diego 2023 Fall undergraduate student ethnic demographics.

This table is the UC San Diego Undergraduate Diversity Dashboard from the UC Info Center. This information takes into account new students and continuing students from Fall term 2023 (most recent information available). UC ethnicity was selected under demographic grouping to identify which ethnicity the students belonged to during this period. Find the UC San Diego Undergraduate Diversity Dashboard here: https://diversity.ucsd.edu/accountability/undergrad.html

For this research, we focused on undergraduate students at UC San Diego, as they represent the majority of the population that resides and consumes food on Campus. With a total of 33,792 undergraduate students, the Asian category predominated with 13,309 students in Fall 2023. On the other hand, students who identified as Hispanic/Latino(a) totaled 8,135. This means that Asian students were 39.38% of the total undergraduate students, while Hispanic/Latino(as) students represented 24.07%.

If we compare these demographic statistics with the ethnic focus of the restaurants and dining halls we find a huge gap inferring a lack of social representation on campus. This is because even though Hispanics/Latinos represent almost a quarter of the total undergraduate student population, only 5.2% of campus dining options offer Mexican food. Taking into account that there is an enormous diversity of Hispanic and Latino ethnic foods, not only Mexican food, UC San Diego does not offer any other type of ethnic food for this student segment. Likewise, the number of Hispanic/Latino dining options available is not equivalent to the percentage of their prevalence on Campus. For example, with a total of 58 food locations with an ethnic target, it would be expected that at least 24% of them offer Hispanic/Latino ethnic foods. This means that at least 13 restaurants or dining halls should target Hispanic or Latino students to match their presence at UCSD. In contrast, there are only 4 Mexican restaurants, ruling out any other Hispanic or Latino ethnic food on Campus besides Mexican cuisine.

Figure 3. Percentages of ethnic location at UCSD.

This graph considered a total of 58 restaurants and dining halls with an ethnic focus at UC San Diego and categorized them based on the ethnic food that was prevalent on their menu.

What about the UC San Diego staff?

The Taco Fiesta Food Truck seeks to target both students and staff at the UC San Diego Campus. According to UC InfoCenter's Staff Diversity Dashboard, 28.8% of staff working in Fall term 2023 were Hispanic/Latino(a). This means that this business opportunity can target not only students but also UCSD staff, demonstrating a greater possibility of success in its profitability.

Figure 4. UC San Diego Staff Diversity Dashboard from UC InfoCenter. Find this data here: https://diversity.ucsd.edu/accountability/staff.html

Based on this information, there is an underrepresentation of Hispanic/Latino students at the UC San Diego Campus regarding the food options the institution provides, which represents a great business opportunity to introduce more dining options. For this reason, the Taco Fiesta Food Truck could be a successful business at the UC San Diego Campus.

Taco Fiesta Business Plan

Revenue Projection

To calculate the break-even point of the Taco Fiesta Food Truck, we will analyze the revenue projection and the initial and monthly estimated expenses. We will assume that in the first year, we have approximately 30 daily customers, which will increase exponentially in the coming years thanks to the marketing strategy used and the success of market penetration. On the other hand, each customer is expected to consume at least 3 tacos and a drink. With the increase in demand for tacos in this 5-year business plan, the price of tacos will increase to $4 and the annual days open will gradually increase.

Table 3. Taco Fiesta Food Truck Revenue Projections

This table was created based on a Food Truck Revenue Projection Template made by the Plan Projections website. The food truck revenue projection template provides a quick and easy method to estimate the sales revenue generated by a food truck business for the next 5 years. https://www.planprojections.com/industry-templates/food-truck-revenue/

Estimated Expenses

On the other hand, we will analyze the initial and monthly expenses based on the Food Truck Start-Up Costs Spreadsheet by Food Truck Mavericks. For this research, we choose midpoints between the low and high range of estimated expenses, for example, an $85,000 Food Truck. The Estimated Start-Up Costs are $118,000 while the Estimated Monthly Recurring Costs are $11,900.

Table 4. Taco Fiesta Food Truck Estimated Expenses

The table template was provided by Food Truck Mavericks: https://foodtruckmavericks.com/start/how-much-does-it-cost-to-start-a-food-truck/

Taco Fiesta Food Truck Profit and Break-even point

Based on the revenue projections and expenses analysis, the Taco Fiesta Food Truck will break even in Year 3, inferring a total revenue of $432,210 after Year 5. This shows that Taco Fiesta Food Truck can become profitable in the third year,

Table 5 Taco Fiesta Food Truck Profit In a 5-year scope.

To calculate the profit, we calculated the total revenues minus the expenses, which inferred a break-even point in year 3 with a profit of $36,650.

In conclusion, the Taco Fiesta Food Truck represents more than just a business opportunity at UC San Diego; it symbolizes a culinary experience aimed at preserving and celebrating traditional Mexican flavors while addressing the underrepresentation of Hispanic/Latino food options on campus. By offering traditional tacos made with fresh ingredients, the food truck aims to foster a sense of community and inclusivity among students and staff. Through its vibrant marketing strategy, the Taco Fiesta Food Truck seeks to not only satisfy the demand of Hispanic/Latino dining options but also educate and engage consumers about the rich cultural heritage behind Mexican cuisine.

Furthermore, the revenue projections and break-even analysis demonstrate the economic viability of the business model, indicating potential profitability by the third year of operation. As such, the Taco Fiesta Food Truck represents a great business opportunity, providing a delicious and affordable dining option for the UCSD community while promoting greater culinary diversity and cultural appreciation on campus.

References

M, Jeffrey. 2017. Planet Taco - a Global History of Mexican Food. Oxford University Press Inc.

Lemon, Robert. 2020. The Taco Truck : How Mexican Street Food Is Transforming the American City. Urbana: University of Illinois Press.

Colás Alejandro, Jason Edwards, Jane Levi, and Sami Zubaida. 2018. Food, Politics, and Society: Social Theory and the Modern Food System. Oakland, California: University of California Press.

Most popular ethnic cuisines in the United States. (n.d.). Statista. https://www.statista.com/statistics/728287/popularity-international-food-united-states/

‌U.S. forces invaded Mexico in 1846, claiming nearly half of Mexico’s territory for the United States. Here, General Scott enters Mexico City with his troops. | U.S. Capitol - Visitor Center. (n.d.). Www.visitthecapitol.gov. Retrieved March 21, 2024, from https://www.visitthecapitol.gov/artifact/us-forces-invaded-mexico-1846-claiming-nearly-half-mexicos-territory-united-states-here#:~:text=1%20of%201-

Magazine, Smithsonian. "Where Did the Taco Come From?". Smithsonian Magazine. Archived from the original on 2022-11-24. Retrieved 2023-01-28.

Friesen, Katy June "Where did the Taco come from?" Smithsonian (May 3, 2012) Archived November 24, 2022, at the Wayback Machine (Accessed Nov. 24, 2022)

"History of Mexican Cuisine". Margaret Parker. Archived from the original on 2 May 2008. Retrieved 30 January 2015.

Soldatenko, M. (2015). Tacos and Coloniality: A Review Essay. Diálogo, 18(1), 135–142. https://muse.jhu.edu/article/611334.

Places to Eat at UCSD. (n.d.). Blink.ucsd.edu. https://blink.ucsd.edu/facilities/services/general/personal/dining.html

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Undergraduate Diversity Dashboard. (n.d.). Diversity.ucsd.edu. https://diversity.ucsd.edu/accountability/undergrad.html

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Staff Diversity Dashboard. (n.d.). Diversity.ucsd.edu. Retrieved March 20, 2024, from https://diversity.ucsd.edu/accountability/staff.html

Brown, M. (2016, November 2). Food Truck Revenue Projection Template. Plan Projections. https://www.planprojections.com/industry-templates/food-truck-revenue/

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How Much Does It Cost To Start A Food Truck + Spreadsheet? (2022, February 7). https://foodtruckmavericks.com/start/how-much-does-it-cost-to-start-a-food-truck/

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