In Mexico City, tacos are ubiquitous.
You can find them on every street corner, in markets, at restaurants, and served as late-night snacks.
It’s a taco lover’s paradise where you can indulge at any time of day.
As a marketer, I couldn’t help but wonder: When everyone is selling the same product, how do you stand out?
It’s the classic challenge of brand positioning and differentiation.
After three days of “intense research” into Mexico City’s taco scene, I learned some lessons that any business can apply when differentiating its offerings in a crowded market.
Lesson 1: Experience Matters as Much as the Product
One of my first taco stops was Orinco, which had the trappings of a classic American diner but with a Mexican twist. The place had bright lights, tiled floors, and a super-attentive waitstaff. The service was fast—within minutes, our tacos were ready.
The food was delicious, but what made Orinco stand out was the experience.
It wasn’t just about tacos but about enjoying them in a cool, laid-back environment. The ambiance elevated the food, making it feel like more than just another meal on the go.
It teaches how businesses can use atmosphere and customer experience to add value to their offerings, even when the product is a commodity.
Lesson 2: Specialization Creates Value
The second place I visited was El Pescadito. The menu is around seafood, and we went there because we wanted something different.
The restaurant was known for its specialty, and that was its hook. By narrowing its focus, it became the go-to destination for a specific craving.
Specialization can be a powerful differentiator.
In an oversaturated market, sometimes the best way to stand out is to become known for one thing and do it exceptionally well.
In this case, it wasn’t just about serving tacos—it was about being the best at serving a particular type of taco.
Lesson 3: Convenience is King
Finally, the street vendor near our hotel sold tacos made from tripe and tongue.
His secret to success? Convenience and location.
He was strategically set up right near a busy subway station. As soon as you exited the metro, there he was, with a line of people waiting. The crowd became a form of social proof—if others are lining up, it must be good, right?
He wasn’t offering anything wildly different in terms of product, but the convenience of his location made him an irresistible option for hungry commuters.
The lesson here? Sometimes, the best differentiator is simply being where your customers need you to be right when they need you.
Bringing It All Together
In a city overflowing with taco options, each vendor or restaurant I visited had found its unique way to differentiate.
For some, it was the ambiance. For others, it was specialization or convenience. While always delicious, the tacos were not the main differentiators—it was everything around them.
The lesson for businesses selling products in competitive markets is clear: the product alone isn’t enough.
Whether it’s the experience, the niche you serve, or the convenience you offer, differentiation is key to attracting and retaining customers.
Like in Mexico City, where everyone sells tacos, your business might offer something many others do. The challenge is finding your way to rise above the rest.
How are you differentiating your offerings in a crowded market? Share your thoughts in the comments!
If you’re looking for help with brand and product differentiation, we should definitely talk. Book a 30-minute discovery call.
