Cinco de Mayo, observed annually on May 5, commemorates the Mexican army’s victory over French forces at the Battle of Puebla in 1862. While rooted in historical significance, the holiday has evolved into a major commercial event in the United States, characterized by restaurant promotions, bar events, and consumer product giveaways. In 2019, brands and establishments across the country offered a variety of discounts, free items, and experiential events to mark the occasion. These offers ranged from complimentary food and beverages to entry-based sweepstakes and printable activity packs for children. The availability of these promotions varied significantly by location, with many requiring specific actions such as signing up for email lists or purchasing specific items.
Restaurant and Dining Promotions
Numerous restaurant chains and local establishments utilized Cinco de Mayo 2019 to drive traffic through discounted menu items and limited-time specials. National chains and regional eateries alike structured their offers to appeal to consumers looking for value and festive options.
National Chain Offers
Several major restaurant chains confirmed specific pricing and bundle deals for the holiday. Chili’s offered a $5 margarita special, served in a commemorative Cinco de Mayo cup that customers could take home. This deal was valid only on May 5. Similarly, California Pizza Kitchen offered a fresh agave lime margarita for $5. Cantina Laredo promoted $5 Tajin watermelon margaritas, $5 La Favoritas, and $3 bottle or draft Mexican beers.
Other chains utilized sign-up incentives. Chevy’s Fresh Mex encouraged customers to join their eClub to receive a free appetizer with the purchase of two adult entrees. Baja Fresh offered a free taco with any purchase for customers who signed up for Club Baja. Chuy’s, a Tex-Mex restaurant, provided a schedule of drink deals from May 4 through May 6, including $1 Floaters and $1 off Coronas on May 4. Bahama Breeze, a Caribbean-themed restaurant, offered $5 margaritas starting May 1 leading up to the holiday.
Applebee’s Neighborhood Grill & Bar also participated with a month-long promotion, bringing back $1 margaritas for the entire month of May 2019.
Local and Regional Establishments
Local venues often provided the most detailed event listings, including specific times, addresses, and entertainment schedules. In New York City, several venues hosted extended celebrations. Mad Dog & Beans Mexican Cantina held their "12 Days of Cinco" event from April 22 to May 5, featuring premium tequila and Mexican beer tastings, culminating in free tequila and cerveza tastings on Cinco de Mayo.
Tap Room No. 307 in New York offered $8 margarita specials and $4 taco specials all day on May 5. Bierhaus featured margarita specials throughout the day. For those looking for a pre-holiday event, McFadden’s Saloon hosted a "Cuatro de Mayo" event on May 4 with a $30 pre-sale ticket for open bar access, which included well mixed drinks, margaritas, domestic drafts, house wine, and $5 tequila shots.
In Fayetteville, North Carolina, On-After Bar & Grub offered a menu of discounted items including $4 margaritas, $3 Coronas, and $2 well tequila, alongside a food menu of tacos, burritos, nachos, and quesadillas. Paul's Place hosted a self-serve taco bar and beer specials with a Bloody Mary bar. Spring Lake Outpost and Camelback Brewing Company offered complimentary beer with reservations and authentic Mexican food. Jamaican Vibez Restaurant & Lounge offered $3 tequila shots and $5 margaritas, with free entry for women before 11 p.m.
Experiential Events and Bar Crawls
Beyond standard food and drink discounts, experiential events were a significant component of the 2019 Cinco de Mayo landscape, particularly in major metropolitan areas. These events often required an admission fee but bundled multiple perks.
Bar crawls were a popular format. BarCrawls.com organized an NYC Cinco de Mayo Bar Crawl with a $10 admission ticket. This ticket included admission to participating bars and access to drink and food specials. Registration took place at Libation on Ludlow Street, with participating bars including Libation, Sweet and Vicious, The Skinny, Casa Mezcal, and Rochelle’s. Cimarron tequila was featured at these locations.
In New York, Dive Bar locations (Dive Bar, Dive 75, Broadway Dive, and Dive 106) also featured Cimarron tequila throughout the holiday.
In Lillington, North Carolina, the Harnett Animal Welfare Coalition hosted a "Quarter Mania" event on May 5, which included a quarter auction, prizes, raffles, and vendors. While not a dining event, it utilized the holiday theme for a charitable fundraiser.
Consumer Product Sweepstakes and Freebies
Several consumer brands leveraged the holiday to promote their products through sweepstakes and digital giveaways. These offers generally required online interaction rather than in-store redemption.
Food and Beverage Brands
Avocados from Mexico, a trade association, ran the #avosweepstakes, allowing consumers to enter to win one of several gift cards valued at up to $750. This promotion was specific to the Cinco de Mayo timeframe.
Chipotle Mexican Grill utilized the 2019 NBA Finals (which took place shortly after Cinco de Mayo in late May and early June) to run a major giveaway. The brand announced plans to give away up to $1 million worth of free burritos during the finals. While not strictly a Cinco de Mayo offer, this promotion was closely timed with the holiday season and targeted the same demographic interested in Mexican cuisine.
Retail and Grocery
The Fresh Market was noted for offering guacamole cheese during the Cinco de Mayo period. This represents a product-specific promotion rather than a free sample, though it was marketed as a seasonal item for the holiday.
Activities for Families and Children
While much of the Cinco de Mayo marketing focuses on adult entertainment and dining, there were also offers targeted at families. Rock Your Homeschool, a resource site for parents, offered a free printable pack of Cinco de Mayo activities. To access the PDF, users were required to subscribe to the Rock Your Homeschool email list. Upon subscription, an email was sent with the download link and a password to a VIP Resource Library containing additional freebies. This offer highlights a non-food related promotional strategy utilizing digital content and email list building.
General Context on Holiday Freebies
Cinco de Mayo is one of several "made-up" food holidays that drive promotional activity in the United States. According to industry reporting, these holidays provide a framework for restaurants and retailers to offer deals without the deep discounting required during major traditional holidays. In 2019, Cinco de Mayo fell early in May, a month that also featured National Teacher Appreciation Day, Mother's Day, and National Burger Day (May 28).
The mechanics of securing these freebies often involved preparation. Consumers were advised to sign up for restaurant apps or email newsletters in advance. Some deals were exclusive to app users or required the presentation of a digital coupon. Additionally, the availability of deals was rarely universal; most promotions were valid only at participating locations, necessitating verification with local branches before visiting.
Conclusion
The promotional landscape for Cinco de Mayo 2019 was extensive, covering a wide array of consumer interests and price points. The primary drivers of value were restaurant chains offering discounted alcoholic beverages and appetizers, often requiring email sign-ups for the best deals. For those seeking entertainment rather than just dining, bar crawls and venue-specific parties provided structured experiences for a flat admission fee. Brands in the consumer packaged goods sector, such as Avocados from Mexico, utilized sweepstakes to engage customers, while family-oriented resources offered printable activities to include children in the celebration. As with all seasonal promotions, the specific terms—including participating locations, time limits, and purchase requirements—dictated the actual value received by the consumer.