Salsa Over Ketchup

How Latin Food Reshaped America’s Palate and Economy

By Richard Sandoval | Hispanic Lifestyle

When I first began sharing stories about our community, one of the most memorable moments took place in a small church in Riverside, California. I was attending a presentation featuring community business leaders when John Hope Bryant, the founder of Operation HOPE, delivered a powerful cultural insight: salsa had officially overtaken ketchup in sales across America.

Exclusive photos by Richard Sandoval

That moment stuck with me. It wasn’t just about condiments it signified a larger truth. Nearly 30 years ago, America was changing, both culturally and economically. Today, Latin food is no longer an “ethnic” niche; it’s part of the everyday American experience.

America’s Appetite for Latin Flavor: A Billion Dollar Transformation

What began as a cultural curiosity is now a culinary and economic powerhouse. Here are a few stats that tell the story:

  • Mexican restaurants generated over $105 billion in U.S. revenue in 2025, according to IBISWorld.
  • There are over 52,000 Mexican restaurants across the country, making up more than 11% of all restaurants in the U.S.
  • In the grocery sector, Latin food and beverage sales topped $4.3 billion, driven by products like tortillas, beans, rice, spices, and salsa.
  • Tortillas are now more popular than white bread in many parts of the U.S., and salsa continues to outsell ketchup in dollar volume.
  • These numbers confirm what many of us have known for decades Latin food has become central to the American table.

Meet the Giants: The Largest Latin Food Producers in the U.S.

As Latin flavors took over supermarkets and dinner tables, a group of dominant producers rose to meet demand. These brands have become household names:

  • Mission Foods – The largest U.S. producer of tortillas and wraps.
  • Old El Paso – Owned by General Mills, it has supplied American pantries with taco kits and canned beans for over 80 years.
  • Pace Foods – A pioneer in mainstream salsa, now under Campbell Soup Company.
  • La Costeña – A Mexican import brand found in most U.S. Hispanic households.
  • Ruiz Foods (El Monterey) – One of the largest frozen Mexican food companies in the nation.
  • José Olé, Hormel, Tostitos, and Herdez also contribute to the billions in Latin inspired grocery revenue.

These companies not only meet demand they help shape it by investing in product innovation and national distribution.

State by State: The Economic Impact of Mexican Restaurants

The influence of Latin food isn’t limited to the coasts or border states.  Across the 50 states, Latin and Mexican restaurants are fueling local economies:

  • California leads the nation, home to over 10,000 Mexican food establishments, with major hubs in Los Angeles, San Diego, and the Central Valley.
  • Texas follows closely, driven by a strong Tejano culinary heritage.
  • Florida, New York, Arizona, Illinois, and Nevada have also seen explosive growth in Latin food offerings.
  • From taco trucks in Portland to taquerías in Omaha, the Latin food economy creates over 1 million jobs, according to the National Restaurant Association.

In smaller cities and towns, Latin-owned food businesses are often the backbone of Main Street, supporting entrepreneurship and local supply chains.

The Chains That Changed the Game

While mom and pop shops play a critical role, large national chains have helped normalize Latin flavors for the general market:

  • Taco Bell – Over 6,000 U.S. locations and counting.
  • Chipotle Mexican Grill – Fast casual pioneer with 2,300+ outlets.
  • Qdoba Mexican Eats – Serving made-to-order burritos and bowls across 700+ locations.
  • Moe’s Southwest Grill – Known for its TexMex twist.
  • Del Taco – A Southern California staple now expanding eastward.

These brands, alongside growing regional players like Rubio’s, Baja Fresh, and Café Rio, have introduced Latin food to new demographics and regions.

What’s Next? The Growth Potential of Latin Cuisine

With all this success, what lies ahead?

  • Regional Exploration: Consumers are now asking for authenticity dishes like birria, mole, arepas, pupusas, and ceviche are gaining mainstream traction.
  • Food Trucks & Ghost Kitchens: Low startup costs allow new Latin food entrepreneurs to test markets quickly and innovate without huge risk.
  • Health-Conscious Offerings: Latin flavors are being incorporated into vegan, gluten-free, and organic options.
  • Cultural Integration: Non-Hispanic chefs and restaurateurs are embracing Latin flavors, often collaborating with Latino culinary experts.
  • Demographics Drive Demand: With Latinos accounting for over 18% of the U.S. population—and growing—Latin food consumption will continue to expand in both volume and influence.

What started with a salsa vs. ketchup stat turned out to be a forecast for the future. Today, Latin food is deeply woven into the fabric of American life culturally, socially, and economically.

If the past is any indication, the next generation of Latin food entrepreneurs, chefs, and food lovers will continue redefining what it means to eat and live Latino in the United States.

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