Cinco de Mayo – A Case Study in Americans’ Love Affair With Celebrations

Cinco de Mayo is not Mexico’s Independence Day.

Surprised? That’d put you in a group with the large number of Americans who have come to know the date as, “Drinko de Mayo” or “Cinco de Drinko.” (NOTE: Cinco de Mayo actually commemorates a battle won in 1862 by undermanned and under-equipped Mexican forces over the mighty French Army).

Attract new customers and keep them loyal with reputation management software. Get your free demo!

Ranking 48th in the world in per capita alcohol consumption, Americans like drinking. They don’t love it… at least when compared to the true drinkers of the world (Belarus drinks 90% more per capita than the U.S.!), but it’s certainly a huge part of the culture.

What Americans do love, however, is having a reason to drink. They will pretty much celebrate anything, so when beer companies came up with the idea in the 1980s to push Cinco de Mayo as a celebration in the U.S., Americans flocked to it like ants on a fallen ice cream cone.

So how do Americans commemorate this all-important battle of the Franco-Mexican War? By going to Mexican Restaurants, obviously. In fact, the holiday boosted typical revenues of Mexican Restaurants by a whopping 140% this year.

So would any Mexican Restaurant suffice? The graph below shows the revenue increases of Mexican Restaurants, broken down by the availability of alcohol:

Clearly just serving up quesadillas and tacos was enough to drive significant gains. Mexican Restaurants serving no alcohol saw a 75% increase in revenues.

Meanwhile, burritos and beer was an ever greater boon. Mexican Restaurants serving beer (i.e. no hard alcohol) saw their revenues increase by 110%.

The real winners, however, were the full bar Mexican Restaurants. These establishments saw their business nearly triple on Cinco de Mayo, with 197% revenue gains.

So to all of the associations out there promoting National Fried Chicken Day, Donut Day, or any of the other “Day” meant to promote businesses in your category, I wish you the best of luck. Just remember, if you’re ever finding that you need a little extra boost to get your holiday over the top, I have two words for you….. Tequila shots.

Blog

5 top promotion ideas for your restaurant (and how to get started)

In this 7-minute read: What are promotions? Top promotion ideas for restaurants Ways to announce your restaurant promotions Creating promotions […]

Read More

Top 3 ways to track/manage business receipts (plus helpful tips!)

In this 4-minute read: Top ways to track and manage receipts Tips for managing your business receipts As consumers, we […]

Read More

How to get more comments/followers on your hair/nail salon’s Facebook page

In this 6-minute read: How to get more engagement on Facebook for your nail or hair salon  How to get […]

Read More

3 easy ways to create email templates for small business marketing

In this 5-minute read: What is an email template? Advantages of using email templates When to use an email template […]

Read More

Survey: How small business owners are voting in 2020

While Joe Biden appears to be holding a significant lead in most nationwide surveys, Donald Trump holds a narrow edge […]

Read More

9 effective hair salon promotion ideas

In this 6-minute read: Creative and effective ideas to market your hair salon Marketing, advertising, promoting–whatever you want to call […]

Read More

See why Womply is the #1 marketing and CRM solution used by 500,000+ businesses.

By submitting this form you agree to Womply’s Terms of Service.