Fred Kirvan, president of the eight-unit fast-casual chain Desert Moon Fresh Mexican Grille, equates Cinco de Mayo, the Mexican holiday celebrating the country’s victory over the French in the Battle of Puebla in 1862, with another American day of retail and restaurant excess. “Cinco de Mayo is our Black Friday,” he said of May 5, which he called “the only day all year when all people are thinking about Mexican food.” Desert Moon said sales on Cinco de Mayo are ...

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