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鈥檚 Grill in Los Angeles, said she prefers a celebration that reflects 鈥渆verything that as a community we鈥檙e enduring today.鈥� 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.
鈥淛ust looking at how much they did with very little resources,鈥� she said. 鈥淚t just showed resilience. So, on Cinco de Mayo we always make it a testament of our resilience.鈥�
Restaurants owners aren’t the first Latino community leaders to reclaim Cinco de Mayo in the U.S. 鈥� 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.
鈥淭hese are just incredible moments of educating and knowledge sharing,鈥� Mota Casper said. 鈥淭he more we educate, the more knowledge we share, the better a community and people we become.鈥�
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 鈥済uisados鈥� 鈥� traditional Mexican braises or stews served as taco filling 鈥� 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鈥檛 Hispanic, Luis said.
鈥淚t鈥檚 the ultimate opportunity for restaurants to take advantage of that moment and bring them in and entice them to authentic Mexican food,鈥� 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 鈥� 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.
Folkl贸rico, or folkloric ballet, features whirling dancers in bright, ruffled dresses and their hair tied with shiny ribbons.
The day often is mistaken for , 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.
On Tuesday the White House official Instagram page portraying Senate Minority Leader Chuck Schumer and House Minority Leader Hakeem Jeffries wearing sombreros while drinking margaritas in front of the U.S. Border with a sign that reads, 鈥淚 love illegal immigrants.鈥�
A testament to Mexican resilience
Since returning to the White House in 2025, President Donald Trump has continued to label , and Latino communities have been a target of . Memes shared from official White House social media accounts perpetuate negative stereotypes about Latinos, while a federally led 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鈥檚 also been a hard time for the restaurant industry because of rising costs. But in spite of it all, Cuernavaca鈥檚 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.
鈥淭his is a testament of our resilience,鈥� Mendoza said. 鈥淚t鈥檚 a testament of our hard work. It is pride to our community and everything that we鈥檝e accomplished.鈥�
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