International Cuisine in France: The Quest for Authenticity Goes On

At Last, a Real Mexican Restaurant!

November 8, 2017By David JaggardC'est Ironique!
Photo from Google Streetview.

A couple of weeks ago I posted a photo of a Paris restaurant that says it makes tacos but fails to back up that claim in the images on its facade. This week, for the benefit of anyone who might be planning to open a Mexican eatery in France, I would like to offer a little marketing lesson…

Pay no attention to the man behind the taco sign! That’s not how you run a Mexican restaurant! You want to know how to run a Mexican restaurant? Thank you for asking!

Take a hint from this exemplary entrepreneur in Reims. Here’s what you do:

1) Pick a name that evokes “Mexico” so vividly that even French people, once they enter your premises, will pronounce it “May-hee-koh.”

2) Select a typeface and colors for your sign that fit the theme.

3) Add a couple of neon cacti to emphasize the “South of the Border” ambiance.

4) Serve pizza.

And then, I suppose, post your prices in rubles, label the restrooms “Damen” and “Herren” and offer customers a free slice of pumpkin pie on their birthdays.


An album of David Jaggard’s comic compositions is now available for streaming on Spotify and Apple Music, for purchase (whole or track by track) on iTunes and Amazon, and on every other music downloading service in the known universe, under the title “Totally Unrelated.”

Note to readers: David Jaggard’s e-book Quorum of One: Satire 1998-2011 is available from Amazon as well as iTunes, iBookstore, Nook, Reader Store, Kobo, Copia and many other distributors.

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