According to food industry market research firm Datassential, churros are a hot item with foodservice operators. Churros are pieces of fried dough coated with cinnamon and sugar, a common street food in Spanish and Latin American cultures that has gained popularity in America in the past decade.
In fact, Datassential has made churros its “Flavor of the Week” for the traction it has gained across the country, experiencing 38 percent growth on U.S. menus over the past four years. Churros are currently in what’s known as the Adoption stage, as they can be found in a variety of establishments but are still considered unique.
Certain retailers are changing that perception. Earlier this summer, cinnamon roll bakery chain Cinnabon announced the launch of a new product that takes the classic churro on a spin. Cinnabon Churro Swirls are round churro treats coated in the brand's Makara Cinnamon sugar. Additionally, two Cinnabon Churro Swirls can be combined with a cream cheese frosting middle for a Churro Frosting Sandwich.
The cinnamon flavor of churros pairs well with ice cream. For example, Portland churro bakery 180 Xurros launched the xurro ice cream sandwich last year. It features two xurro (churro) cookies, which are fried to order and then immediately dusted with cinnamon and sugar. They are then filled with either bourbon-soaked vanilla bean or cocanu chocolate ice cream.
Datassential’s research shows that 74 percent of the population knows about churros, and 54 percent have tried them. It’s only a matter of time before those numbers grow as more retailers add this fried food to their menus.