Veracruz

Mexican-Lebanese Fusion

Nicole Roberts
4/20/2022

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Table of Contents

Concept………………………………………………………………………………………………………………………3

Sample Menu……………………………………………………………………………………………………………..4

Service………………………………………………………………………………………………………………………..5

Management Team…………………………………………………………………………………………………….5

Design……………………………………………………………………………………………………………….6

Target Market……………………………………………………………………………………………………8

Location…………………………………………………………………………………………………………….8

Market Overview……………………………………………………………………………………………….8

Marketing and Publicity……………………………………………………………………………………..9

Conclusion…………………………………………………………………………………………………………11

References…………………………………………………………………………………………………………12

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Concept

The concept of this eatery is Mexican-Lebanese fusion. Lebanese immigrants in Mexico

have had a huge influence on Mexican food. The most well-known Lebanese-Mexican food is
tacos al pastor – marinated pork and pineapple served in corn tortillas. This stemmed from the
commonly eaten shawarma in Lebanon – vertically spit-roasted marinated lamb served in
warmed pita bread. After Lebanese immigrants introduced this type of cuisine to Mexico, the
lamb and pita were slowly transferred out for pork and tortillas in some areas, which are more
common and easier to find in Mexico. However, some areas still have the first fusion creation
between Mexican and Lebanese cultures – tacos arabes, which translates literally to mean,
“Arab tacos”. These tacos consist of spit-roasted lamb, fresh pineapple or fresh orange, and a
pita style bread. Tacos arabes and tacos al pastor honor and celebrate both Mexican and
Lebanese cultures.
The Troy area does not have another restaurant quite like this one. While the Capital
Region does have a wonderful array of Mexican and Arabian restaurants, there is yet to be a
place that has both cuisines together. Al pastor tacos are often included in many Mexican
restaurants without any nods to its origins. This eatery will be something completely new and
will highlight how a culture can tell a story through its food.
The service style will be true to taquerias and shawarma shops – counter service. A
customer will place an order at the counter and pick it up when the food has been prepared.
Most everything will be made to order so substitutions or additions will be allowed. The two
main meats (the lamb and pork) will be marinated and roasted prior to opening, and the meat
will be shaved right off the spit or roast, as is typical in a shawarma/taco shop.
This will appeal to college students because everything can be eaten sitting down in the
eatery or on the go. Most menu items will be handhelds, so eating on the way to class or on the
way to a study session will be easy.

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 VERACRUZ
M E XIC AN - L E B AN E SE F U SIO N

MAINS
Tacos árabes $12
Spit-roasted lamb, fresh
orange, and chipotle crema
in a pita-style bread (x3)

Tacos al pastor $10

Marinated pork, pineapple,
onion, and cilantro served
in corn tortillas (x3)

Rice pilaf burrito (*VE) $9

Lebanese rice, vermicelli
noodles, cilantro hummus,
and black beans on a
Za'atar herb wrap (x1)

Tabbouleh Bowl $7
Finely chopped parsley,
tomatoes, mint, onion, and
bulgur with a citrus-olive oil
dressing (*VE)
Add chicken tinga...$3

SIDES
Chips and salsa (*VE) $5
Mild or spicy

Zucchini fritters & baba

ganoush (*VE)
$6
Lightly breaded zucchini 4
chips with a blended tahini
and eggplant dip
*VE..........Vegan
Service

Service at this eatery will be counter service. Students can place an order at the counter
and pay with a credit/debit card, cash, or dining dollars. A cashier will take their order, their
name, and the order will be sent directly to the kitchen. The kitchen will be open, so that
students can see the roasted meats being carved for their orders. These meats will be hot held
since they must be marinated and roasted prior to opening. Vertically spit roasting the meat
takes about 1 to 2.5 hours before it is fully cooked. Leftover meat can be stored in the fridge for
2 to 3 days after it has been roasted. Staff will create meals to order. There will be a
refrigeration and a prep station for all produce. Once orders are completed, the kitchen will
place them at the designated pick-up spot on the front counter for students to collect. The
option will be given when ordering to dine in or take out. Students will discard of disposable
plates and utensils in the garbage and return trays on a shelf over the garbage cans.

Management Team
The team I have established consists of a chef, prep cook, 2 line cooks, and 3
counterpersons. This team will ensure that all items can be made properly and in a timely
fashion. Having three people to work the counter will ensure that everyone will receive breaks
and time off.
I have previously worked in food service as a server, a busser, a barista, a cashier at a
grocery store, and at a deli. These positions have taught me cash wrap etiquette, how to keep
the front of house clean and tidy, to monitor cold or hot held foods, and to make sure food
continues to go out in a reasonable time frame, even when a lunch or dinner rush hits. I have
also been a manager of a large retail brand and a small juice bar. I have trained employees,
created schedules, completed inventory, and learned to diffuse upset customers. Since I have
experience in both front and back of house as well as managerial experience, that will make me
an effective manager.
My family is part Hispanic, part Arabic so this would also ensure that this fusion of foods
would be done respectfully and with inherited cultural knowledge.

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Design
The design of the eatery will be a mixture of Mexican and Lebanese décor. One highlight
will be the open kitchen so students can see the roasted meats on the vertical spit. This is how a
typical traditional shawarma/taco shop will display their meat. Cold prepped produce will be
kept in a refrigerated countertop and extra refrigeration will be in the kitchen for un-prepped
produce. It is used to draw customers into the shops. The eatery will be brightly colored, have
lots of natural light and string lights, and some greenery. This is to simulate the feeling of
traditional shawarma/taco shops, which are either on a cart outdoors or indoors with their
windows/doors open to the street. The atmosphere should be very bright and airy.

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Target Market
College students will be the main market for this eatery. The college students in the area
range anywhere from teenagers to mothers in their 40’s. This eatery will have something
anyone at any age can enjoy, but students will particularly like this eatery because of the ease
of ordering, the ability to take items to go, and it will be great food for late night studying –
healthy and fresh, but filling and satisfying. Younger people are now becoming more aware of
the food they are putting into their bodies, so keeping a healthier menu is a must, while also
appealing to those who want a heartier meal.
The food items aren’t expensive for a typical college-aged student, and the menu has
items for as low as $5. Students can also use their dining dollars to buy food here, so that it a
major plus for students living on campus.

Location
The location of this eatery will be on a college campus in Troy, NY. This area is mainly
college students and their friends. It is a relatively busy area at any hour of the day. The dining
hall is not always open late, so a close by eatery would be perfect for late night studiers or
those who live on campus. 42% of students live in college-owned, -operated or -affiliated
housing.
There are many cafes and restaurants nearby campus, but none that are like the
proposed eatery.

Market Overview
There are a few places nearby that have a similar target market. Since the surrounding
area is mainly college students, a lot of places market towards them. There are a lot of quick-
eats shops in the area such as Slidin’ Dirty, Muddaddy Flats Quesadillary, and Tara Kitchen.
However, none serve similar food to the proposed menu of this eatery. It is entirely unique to
the area.

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Marketing and Publicity
Marketing this eatery will include social media posts, as well as an email to all current
students. A big trend right now in the food industry is fusion food. College aged students are
really into mashing two different foods together to make one interesting cuisine. For example,
the sushirito (sushi burrito) or the ramen burger (a burger with ramen noodles as the buns).
Even falafel tacos have become a popular trend on TikTok. With social media connecting us in
ways it hasn’t before, people are looking for new ways to create and experience something
entirely unique.

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Veracruz
MEXICAN-LEBANESE FUSION

COMING SOON!
ON CAMPUS
Open late! 7-10 pm
EATERY
Tacos, bowls, and more!
TROY, NY

AL PASTOR
Tacos arabes
Tabbouleh

Chips &
salsa

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Conclusion
This unique Mexican-Lebanese cuisine will be a hit on campus. It will be open late and
offer a cuisine that can’t be found anywhere else in the area. Its bright atmosphere and view of
the spit-roasted meats will draw customers in, and the fresh, filling food will make them stay.
There is a range of meat and plant-based options, and items are made to order so
accommodations can be made for dislikes or allergies. It is within budget for many college
students and dining dollars can be used. It is the perfect combination of comfort and healthy
foods, and celebrates a cultural cuisine fusion.

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References

Eye, T. (2020, July 29). Al pastor and the Lebanese influence on Mexican food. Beach, Village
& Urban Living in Oaxaca. Retrieved from https://theeyehuatulco.com/2020/07/29/al-
pastor-and-the-lebanese-influence-on-mexican-food/

Vega, N. (2013, November 7). The Arabic connection: Tacos árabes, Kibe and Lebanese
immigration in Mexico. Latino Foodie. Retrieved from
https://www.latinofoodie.com/cultural-capsule/the-arabic-connection-tacos-arabes-kibe-
and-lebanese-immigration-in-mexico/

Wikimedia Foundation. (2022, March 2). Lebanese Mexicans. Wikipedia. Retrieved from
https://en.wikipedia.org/wiki/Lebanese_Mexicans#:~:text=Although%20Lebanese
%20people%20made%20up,Mexico%2C%20first%20arriving%20in%20Veracruz.

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