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Nayomie Mendoza has grown familiar with the way Cinco de Mayo is celebrated in the United States: the abundance of tacos, the flowing margaritas, and the lively mariachi tunes.
As a Mexican American entrepreneur, she is part of a collective effort among business owners to emphasize the historical importance of the holiday as a counter to the rising tide of anti-immigrant sentiment and intensified immigration policies affecting Latino communities.
In her Los Angeles establishment, Cuernavaca’s Grill, Mendoza aims for a celebration that mirrors the community’s current challenges. Her Cinco de Mayo event will not only feature mariachi music and authentic Mexican dishes but will also pay homage to the Mexican victory over the French in the Battle of Puebla over a century and a half ago.
“Observing how they achieved so much with minimal resources,” Mendoza remarked, “It’s a testament to their resilience. On Cinco de Mayo, we celebrate our own perseverance.”
Latino community leaders have long been working to reclaim Cinco de Mayo in the U.S., steering away from oversimplified depictions of Mexican culture towards a deeper recognition of its history and community significance. This year, the festivities are distinctly embracing authentic Mexican traditions and focusing on cultural preservation, noted Sehila Mota Casper, director of Latinos in Heritage Conservation.
“These are just incredible moments of educating and knowledge sharing,” Mota Casper said. “The more we educate, the more knowledge we share, the better a community and people we become.”
Restaurants emphasize authenticity over tequila shots
Hispanic-owned firms accounted for 8.4% of 5.9 million U.S. employers in 2024, according to the Census Bureau’s annual survey of businesses. They also were approximately 18% of all restaurant businesses in the United States last month, according to the National Restaurant Association, which uses census data.
U.S. revelers hoping to crowd restaurants and toss back shots of tequila may find more wholesome and intentionally planned offerings, said Raul Luis, who owns the Birrieria Chalio Mexican Restaurant, with locations in Los Angeles and Fort Worth, Texas. On Cinco de Mayo, he wants his customers to eat and drink the types of “guisados” — traditional Mexican braises or stews served as taco filling — that one would eat when invited into a Mexican family’s home.
Well-made, traditional cooking will keep customers coming back, even if they aren’t Hispanic, Luis said.
“It’s the ultimate opportunity for restaurants to take advantage of that moment and bring them in and entice them to authentic Mexican food,” Luis said.
What Cinco de Mayo celebrates
Cinco de Mayo marks the anniversary of the 1862 victory by Mexican troops over invading French forces at the Battle of Puebla. The triumph over much larger French troops who were better-equipped was an enormous emotional boost for Mexican soldiers led by Gen. Ignacio Zaragoza.
In Mexico, historical reenactments are held annually in the central city of Puebla to commemorate the victory. Participants dress as Mexican and French troops and as Zacapoaxtlas — the Indigenous and farmer contingent that helped Mexican troops win.
In the U.S., May 5 is seen as a day to celebrate Mexican American culture, stretching back to the 1800s in California. Festivities typically include parades, street food, block parties, mariachi competitions and baile.
Folklórico, or folkloric ballet, features whirling dancers in bright, ruffled dresses and their hair tied with shiny ribbons.
The day often is mistaken for Mexican Independence Day, which is on Sept. 16.
Latino activists and scholars say that disconnect in the U.S. is bolstered by the hazy history of Cinco de Mayo and marketing that plays on stereotypes that include fake, droopy mustaches and gigantic, colorful sombreros.
A testament to Mexican resilience
Since returning to the White House in 2025, President Donald Trump has continued to label Mexican immigrants as criminals and gang members, and Latino communities have been a target of his hard-line immigration tactics. Memes shared from official White House social media accounts perpetuate negative stereotypes about Latinos, while a federally led English-only initiative and ban on diversity, equity and inclusion programs all seem to target communities of color.
All together, it’s generated a great deal of fear in Latino communities.
Mendoza, the Los Angeles restaurant owner, said it’s also been a hard time for the restaurant industry because of rising costs. But in spite of it all, Cuernavaca’s Grill will be celebrating its 20th anniversary this year.
As part of the restaurant’s Cinco de Mayo festivities, she’ll invite customers to contribute to a food and toy drive meant to support those who are struggling in the current climate.
“This is a testament of our resilience,” Mendoza said. “It’s a testament of our hard work. It is pride to our community and everything that we’ve accomplished.”