Let’s Taco ‘Bout the Data – Cinco de Mayo 2024

Cinco de Mayo is more than just a reason to enjoy tacos and margaritas, it’s a major moment for restaurant brands to drive revenue, boost engagement, and connect with guests in memorable ways. And if last year’s data tells us anything, it’s that guests are hungry for more than just queso… they’re hungry for experiences.

Whether guests were dipping into cheese or double-fisting burritos, they were clearly engaging and converting, thanks to smart, timely offers. Cinco de Mayo has officially gone digital, with more than half of all orders coming from online channels.

So what worked?

• Brands that launched campaigns early created momentum and stood out in crowded inboxes.
• Themed loyalty challenges, exclusive offers, and gamified experiences kept guests coming back for seconds (and thirds).
• Personalized promotions and smart segmentation helped brands turn casual celebrators into long-term loyalists.

What’s trending? 🌯 Tacos still top the charts, but burritos, nachos, and bowls are heating up. Online ordering is outpacing dine-in. And loyalty campaigns are becoming the centerpiece of successful seasonal marketing. The brands that brought the energy across every touchpoint—app, email, push, and social were the ones that made the most of the moment.

Why It Matters for Marketers Cinco de Mayo has cemented itself as a must-hit moment on the restaurant marketing calendar. But it’s not just about one-day promotions. This is your chance to build loyalty, capture new customers, and test creative campaigns that can carry forward all year long.

Want to capitalize next year? Here’s how to start thinking now:

• Go early: Campaigns that launched before May 1 drove more awareness and participation.
• Leverage segmentation: Brands that tailored their offers based on preferences (like taco lovers vs. burrito fans) saw higher engagement.
• Test and optimize: Many top-performing campaigns used A/B testing to refine messaging, timing, and offers.
• Surprise and delight: Challenges, app-exclusive deals, and fun quizzes gave guests a reason to return.

Celebrate Culture, Not Just Cravings Cinco de Mayo is rooted in history—the Mexican army’s victory at the Battle of Puebla in 1862. While it’s more widely celebrated in the U.S. than in Mexico, it’s still an opportunity to honor culture and authenticity. The most engaging campaigns didn’t just sell food, they told a story.

Looking Ahead If 2024’s numbers are any indication, Cinco de Mayo is only getting bigger. Mexican-inspired menus, festive vibes, and digital-first campaigns are key to winning the day and the long game. At Punchh, we’re proud to power the loyalty strategies behind 20+ brands that specialize in Mexican cuisine, helping them deliver craveable, creative experiences that drive results.