Korean barbecue restaurants are rapidly expanding across the United States, while some Tex-Mex chains are closing their doors. According to David Henkes, a senior principal at Technomic, a food service consultant firm, the shift reflects changing consumer tastes rather than a decline in the popularity of Tex-Mex cuisine.

Korean Barbecue on the Rise

Henkes noted that Korean barbecue is more interactive and premium-feeling, with a social aspect that sets it apart from traditional Tex-Mex. The rise of K-pop and social media has also contributed to the growing demand for Korean barbecue. Chains like KPOT and Hot Pot are driving the trend, offering a unique dining experience that allows customers to grill marinated meats at their tables.

The global Korean barbecue restaurant market is projected to reach $13.2 billion by 2034, with a growth rate that outpaces the average restaurant sector. The format’s social appeal has resonated strongly with Gen Z and millennial consumers, who are seeking experience-led dining.

Tex-Mex Remains Popular

Despite the closure of some Tex-Mex chains, the cuisine remains popular, with 11% of American restaurants serving Mexican food. Henkes believes that the struggles of chains like On the Border and Moe’s are tied to company-specific challenges rather than a widespread rejection of Tex-Mex.

The National Restaurant Association’s 2026 What’s Hot Culinary Forecast reported that diners are seeking comfort and nostalgia with a twist, which may explain why Korean barbecue and Tex-Mex can thrive simultaneously. As consumers increasingly seek globally-inspired dining experiences, both cuisines are likely to remain popular.

Original reporting: Fox News (HLL/CB) — read the source article.