Nayomie Mendoza has become accustomed to how Cinco de Mayo is celebrated in the U.S.: the platters of tacos, the pitchers of margaritas and the jubilant sounds of mariachi bands.
She is among a number of Mexican American business owners who've become more vocal about also honoring Mexican history and the significance of the holiday, as a way to combat anti-immigrant sentiments amid heightened immigration enforcement efforts that have targeted Latino communities.
Mendoza, owner of Cuernavaca’s Grill in Los Angeles, said she prefers a celebration that reflects “everything that as a community we’re enduring today.” So, Mendoza will host Cinco de Mayo festivities at her restaurant that, along with traditional mariachi and Mexican cuisine, will include a nod to Mexican perseverance over the French in the Battle of Puebla over 160 years ago.
“Just looking at how much they did with very little resources,” she said. “It just showed resilience. So, on Cinco de Mayo we always make it a testament of our resilience.”
Restaurants owners aren't the first Latino community leaders to reclaim Cinco de Mayo in the U.S. — moving away from a flattening of Mexican culture toward highlighting history and community. This year, the celebrations are noticeably embracing traditional Mexican culture and focused on preservation, said 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.”
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.
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.
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.”
