Promoting Mexican food through cooking: Rick Bayless new restaurant in Chicago

After succeeding with his Mexican restaurants Frontera Grill and Topolobampo, American chef Rick Bayless has just launched a new restaurant -aplty named Xoco (Aztec name for "litte sister" -whcib Xoco is sitting at the corner of Frontera and Topolobampo), to introduce Mexican sandwiches and sweets to Americans.

Thanks to Bayless constant promotion of Mexican cuisine through his two other restaurants and his Cable TV show Mexico: one plate at a time -filmed in different locations throughout Mexico-



Xoco has been a huge success, with lines of customers waiting for a taste of what probably Mexicans take for granted.

Bayless enthusiasm for Mexican food and culture knows almost no limits and contagiates viewers and his own personnel -that spends one month a year in Mexico, training and learning new dishes.

How can we use this example for our PII projects in 2010?