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In the case of Chipotle, listening to consumers and defining the single promise you can make to them (good old-style positioning) would lead to advertise juicy steaks and great taste – probably supported by a "unique" Mexican recipe.
It's an old Mexican recipe, Manhattan-style: a din that hits you like the roar at a bullfight; a décor that embraces you like an adobe; a margarita that sets your temples pulsing; salt-infused chips and guacamole; a main course for the toothless (what is it — a taco, a tostada, an enchilada?); and, what the hell, another margarita.
If you can read Spanish, order cookbooks direct from Mexico, or read Mexican recipe sites and recipe blogs.
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"The Gloriously Gluten-Free Cookbook: Spicing Up Life With Italian, Asian, and Mexican Recipes," by Vanessa Maltin (Wiley, 2010).
In fact, while the chef does enhance some dishes with non-Mexican spices like fenugreek, he maintained that his moles are made from traditional Mexican recipes.
Las Adelitas For years, spice lovers here had to make do with Czech-Mex, the toned-down local take on Mexican recipes that took over several city pubs after the Velvet Revolution.
In 2016, Waitrose's website witnessed hits on Mexican recipes increase exponentially, up 867% for pork fajitas; while Tesco reports that 50% of UK households plump for Mexican due to its relative ease and family friendliness.
1944: "Elena's Famous Spanish and Mexican Recipes".
A collection of recipes edited by the sage of the Southwest, Charles Fletcher Lummis, that included more than 40 Mexican recipes, this first-of-its-kind effort was sold to help repair Southern California's crumbling missions.
"All of these letters are from inmates in California, so it's all West Coast recipes, Mexican recipes," Diaz told me, adding that she plans to expand the Prison Gourmet project next year, during a residency at Tulane University in New Orleans.
Some bloggers may even translate their dishes into English; indeed, there are many Anglophones who have lived or traveled in Mexico, and who love to share their favorite Mexican recipes online.
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