By Natalia Otero
Interior of the Mi Cozumel location in Newport, Kentucky
When Liliana Jaime envisioned Mi Cozumel, she wasn’t just thinking about tacos, margaritas, or eye-catching decor. She was envisioning an experience.
She wanted customers to walk through the door and feel something even before tasting the food. She wanted the colors to evoke joy. For the music to create memories. For every drink to feel like a celebration. For Mexican cuisine to be understood as a living, diverse, and sophisticated culture.
Years later, that vision has made Mi Cozumel one of the fastest-growing Mexican restaurant concepts in the Midwest, with six locations in Ohio and Kentucky, more than 300 employees, and new openings on the way.
“I always thought about the customer experience,” recalls Liliana Jaime. “From the moment you walked in, you’d be wowed. The menu, the presentation—everything.”
An Idea
Mi Cozumel opened its first location in 2018 in the Cincinnati, Ohio suburb of Springdale, but the idea had been taking shape for years.
Interior of the Mi Cozumel location on Vandercar Way in Cincinnati
“We always knew what we wanted,” explains Liliana. “Our project was based on doing something different.”
While much of the industry continued to follow traditional models, she observed how new generations were changing and how consumer expectations were evolving.
“I saw this change coming. I saw the new generations coming. I took a chance. It’s about being more daring, but with a solid foundation behind it—a solid plan.”
Her inspiration came from something that many saw as a risk: color.
“I did a lot of research on colors, on Mexican pink. Many people said it was too feminine or too traditional.”
However, she saw something different.
“Many colors symbolize celebration, festivity, and joy.”
The inspiration also had a deeply personal component.
“When we were little, our dad used to take us to the island of Cozumel. That’s why we decided that’s what it should be called.”
And once she made the decision, there was no turning back.
“When I know what I want, I don’t change my mind.”
Beyond the Mexican Stereotype
Part of Mi Cozumel’s mission has been to showcase a broader and more authentic version of Mexico.
“There’s a whole culture behind it,” says Liliana. “It’s not just the sombrero, the sarape, or the donkey. We’re so much more than that, and we’re very proud of it.”
That’s why every element of the restaurant has a cultural purpose.
A selection of the colorful cocktails available at Mi Cozumel
The islands are built from tequila barrels. The dishes come from Oaxaca. The decor incorporates artisanal and regional elements from different parts of the country.
“I wanted to explain to people that there’s so much more to our culture. It’s very important to bring them closer to Mexico.”
Although she was born in Guanajuato, her travels through different regions of the country ultimately broadened her perspective.
“Once I started traveling, I learned so much that I said to myself: ‘You have to show this to people.’”
When Design Tells Stories, Too
Mi Cozumel’s visual identity is impossible to ignore.
The bursts of pink, green, orange, and yellow have become an essential part of the brand.
“Love enters through the eyes,” says Liliana.
The connection between gastronomy and design is deliberate.
“The tomato, the guacamole, the colors of the food—it all comes together.”
The same goes for the drinks.
The famous giant cantaritos, the vibrantly colored margaritas, Mexican sweets, and tropical fruits are all part of a carefully crafted visual narrative.
“We have over 40 margarita flavors—passion fruit, strawberry, green apple. Some people don’t even want to drink them because they think they’re too pretty.”
For her, drinks aren’t just an afterthought to the menu.
“The drinks have to complement the food.”
The Experience as the Main Ingredient
If Liliana is the architect of the concept, her sister Diana Jaime is one of the people responsible for bringing it to life.
From marketing to the customers’ emotional experience, Diana sees the restaurant as a space where all the senses converge.
“I define it as an experience,” she explains. “Beyond flavor. Sound, smell, sight, touch. We want people to take home a memory.”
For her, music plays a fundamental role.
“I love making everything come together with the right song, at the exact right moment, so that the guest connects with it.”
But perhaps the most important element is freedom.
“We try to create a space where people can be themselves.”
That philosophy is reflected in every location.
“In any of our restaurants, there are people dancing, others celebrating birthdays, and others simply enjoying themselves.”
The idea, says Diana, is to bring back something very Mexican.
“Just like in Mexico. A neighbor can throw a party, express their culture, joy, and passion. I’ll open the door to my home, and if you need anything, I’m right here.”
Growing Without Losing the Essence
As Mi Cozumel expands, maintaining its identity becomes one of the biggest challenges.
The company currently operates six locations and continues to grow into new markets in Ohio, Kentucky, Indiana, and Pennsylvania.
However, Liliana insists that growth has never been driven by the urge to generate quick profits.
“The customer has to leave thinking, ‘I want to come back tomorrow.’”
Her philosophy is based on the long term.
“I think about each location 20 or 30 years down the road, not about what I can make a quick profit on.”
That vision also influences quality.
“We don’t sacrifice quality to save money.”
And she gives a simple example.
“If someone offers me meat at half price but I wouldn’t eat it myself, how can I serve it to my customer?”
The Driving Force Behind the Success
Both Liliana and Diana agree that no concept grows on its own.
Behind Mi Cozumel is a team of over 300 people.
“We’re a family-run restaurant, and our team is very important,” says Liliana. “We’re very grateful to everyone who works with us.”
Diana shares the same vision.
“My sister is the mastermind behind all of this,” she says. “But without our team, without our partners, without the managers, this wouldn’t be possible.”
The company’s internal culture is based on participation and creativity.
“We give them freedom,” explains Diana. “Even the servers decorate the drinks their own way. Each one can turn out differently depending on who prepares it.”
For her, that authenticity is part of the magic.
“I’m not afraid of people being who they are. We accept others and want them to feel accepted.”
What’s Next
Mi Cozumel’s next opening will be, according to Liliana, the company’s largest investment to date.
More than $2 million has been allocated to a location that will combine elements of luxury with the colorful identity that sets the brand apart.
“We tried to create something cleaner, more elegant,” she recalls. “But I felt it was missing something that’s quintessentially Mi Cozumel.”
The solution was to fuse both worlds.
“Color is very important. It’s part of our foundation.”
And although the concept continues to evolve, the essence remains intact: celebrating Mexican culture through food, design, music, and hospitality.
“Mi Cozumel already has its concept,” says Liliana. “And so many ideas—this isn’t all there is. What’s coming is just the beginning.”
For the Jaime sisters, success has never been just about serving Mexican food. It’s been about creating a place where people can feel free, celebrate, connect, and take a piece of Mexico home with them.
And perhaps that’s the real recipe behind their growth.