Consumer demand for Mexican flavors shows no sign of diminishing—if anything, diner interest is hurtling past longstanding Americanized favorites like burritos and tacos and driving variations on elote, birria and tamales, to name a few now gracing mainstream menus. Operators—especially broad-concept brands—seeking to up their Mexican game in 2025 should consider looking to the appetizer/shareables category as a means to play with flavors and formats that will entice diners who want Mexican flavors as part of their meal, without committing to a fully immersive experience.

The expectations around appetizers/shareables tend to be distinct from those extended to entrees. Whether consumed as a starter to wake up the palate or enjoyed as a secondary element to a social gathering, dishes in this category lead with craveability, the typically shared experience allowing for permissible indulgence. They also invite diner trial of new menu items with less of a financial or satisfaction risk. In fact, in the wake of ever-rising food prices, consumers are looking to the appetizer menu for smaller portions that still deliver a memorable bite. “Diners are seeking value opportunities like happy hours, two-fers and BOGOs (buy-one/get-one-free). This allows them to save money, while still getting a special flavor experience,” says Dan Burrows, consulting chef for MegaMex Foods.

Authentically inspired dishes seem to hold special appeal, offering novelty and, often, greater flavor complexity. “Regional foods from different states in Mexico are becoming more popular, celebrating dishes from Oaxaca, coastal Baja, Vera Cruz and Yucatan,” says Burrows. Trend watchers are seeing diners seeking out new dining experiences and exploring global cuisines.

Mole, the much-beloved Mexican sauce, exudes authenticity and is well poised to intrigue both adventurous diners and their more conservative counterparts. Sauces in general offer a particularly accessible way to acquaint consumers with novel flavor profiles. Mole, with its balance of sweetness, spice, heat and umami, is right on point. So, why isn’t mole seen more on menus beyond Mexican concepts?

An umbrella term for a variety of complex sauces, mole can be built from as many as 25-30 ingredients. “Building a mole is extremely time-consuming, with many preparation steps. This leaves a wide margin of error and potential for inconsistency,” cautions Burrows. Thus, it’s understandable if operators of broad-concept restaurants have, in the past, deemed mole to be out of reach for their menus due to prep complexity and a higher risk for customer dissatisfaction. But it’s not out of reach anymore.

DOÑA MARIA^® Mole Rojo from MegaMex Foods is a meticulously crafted artisan mole paste developed especially for foodservice. It captures the rich, bold, authentic flavors of traditional mole rojo recipes, featuring a rich blend of premium ingredients: mild ancho and pasilla peppers, peanuts, sesame seeds and a touch of chocolate.

A platter of chicken wings, that classic shareable starter, is an easy and effective application to plus-up with DOÑA MARIA^® Mole Rojo sauce, giving customers a Mexican option on the menu.

MORE MOLE, PLEASE

“Mole is gaining popularity,” says Burrows. “It has a very complex flavor and is very difficult to make from scratch. So, when a restaurant offers mole—especially as part of an appetizer or snack—it is giving guests a delicious, unique, trendy, flavorful experience at a minimal investment.”

Burrows finds that using mole as the foundation for an unexpected Mexican twist on a familiar favorite to be a savvy strategy. “Everyone likes pizza, so the customer can immediately relate to a mole chicken pizza,” he explains. “They understand baked dough with sauce, a protein and melted cheese. Use mole in place of tomato sauce, add grilled chicken, cheese and a garnish like cilantro or red onion. There are a lot of combinations that will work without it feeling like a ‘forced fusion.’”

The chef carries this theme forward: “I would look at my most popular bar snacks and do mole twists with them. Use mole as a dipping sauce for fried mozzarella sticks. Create vegetarian versions of mini grilled vegetable and mole street tacos. Place strips of mole-marinated grilled chicken and pork on skewers for a mole satay.”

Mole delivers big, but balanced, flavors. “It’s vegetarian-friendly, but can take conventionally bland vegetarian dishes to a whole new level,” he says, citing mole as a hero ingredient in vegetarian nachos and empanadas. “Even mole egg rolls would be delicious!” Mole will sell itself, Burrows insists. “The key is to get this sauce in customer mouths and then repeat orders will follow!”

MOLE MADE FOR YOU

DOÑA MARIA^® Mole Rojo was developed with feedback from chefs and foodservice operators representing different segments, sizes and cuisine concepts across the U.S. Their input informed every aspect of the product, from minor adaptations to the original recipe and the consistency of the paste to ensuring ease of use with a kitchen-friendly, resealable, wide-mouthed plastic jar.

“We listened,” says Burrows. “We asked, ‘What are your customers looking for? What do you need to make it work in your kitchens?’” The flavor profile of the original, generations-old family recipe largely sold itself, and the prep could not be easier. “You do need to pay attention, stirring until the paste is fully incorporated, but it only takes a few minutes,” he says. That’s a far cry from the day-long process usually required to produce a high-quality mole from scratch.

Don’t get left behind as mole menu inspirations lift the appetizer/shareable lineups of your competitors. Ready to make a little mole magic of your own?

Elevate all your menu categories in minutes with DOÑA MARIA^® Mole Rojo. Click here to learn more.