The churro has been made new again. As reported in The Arizona Republic (December 21, 2010), the Phoenix area has seen an increase in churro-related menu items and even a churro-only chain (Xooro) open north of the city.
Usually a staple at amusement parks, ballparks and movie theaters, churros have also been seen increasingly in the frozen-food sections at supermarkets. At Xooro, the California-based company offers churros with many and varied fillings, including peanut butter, Nutella and white chocolate. Coatings are also reinvented, with such offerings as coconut, rainbow sprinkles and maple-bacon. According to Xooro owner-partner Moises Martinez, "It's a matter of sophisticating the product, taking a traditional snack and making it appeal to a wider variety of people by offering different flavors and variety."