By ELISSA  ELAN

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NEW YORK (May  11, 2009 ) —As fears about swine flu mounted in late April, operators of Mexican restaurants and those specializing in pork braced for the possible fallout. By early May, however, it appeared that consumer backlash had at least initially been evaded and efforts to rename the type A influenza virus H1N1 were helping.

Several operators noted that so far the outbreak’s impact has been negligible, and those that had registered a drop in business said sales had since rebounded.

“[April 26] was really slow,” said Zarela Martinez, owner-operator of Zarela’s, an upscale Mexican restaurant in midtown Manhattan. “We did 60 covers, when normally we do around 130. But it also was a gorgeous day and very hot, so that could have contributed as well.”

Martinez said that by April 30, sales at her restaurant had returned to normal levels. She noted, however, that the uptick occurred following a radio broadcast she did with show host Brian Lehrer of WNYC.

“Interestingly enough, it has totally bounced back,” she said. “But I don’t know if that’s because of the way Brian handled it, [assuring everyone] there is no cause for panic. That helped in part.”

Victor Medina, general manager of Toloache, a fine-dining Mexican restaurant in midtown Manhattan, said business has been growing every day and that no one has expressed fear about catching the flu.

“No one has made any comments,” Medina said. “I was expecting a question or something, but so far no one has asked anything.”

In addition, he said, none of his customers have shied away from pork dishes.

By ELISSA  ELAN

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“We’re doing well with steak, chicken and pork,” he said. “I think most people know it’s not related to the meat. Also, we only use American meats; there’s nothing from Mexico, and [our guests] know this.”

Martinez noted she had seen no decline in pork orders and that a recent pork special at her restaurant had sold out.

Business had also held steady at Union Square Hospitality Group, the operator of El Verano taqueria at Citi Field, home stadium for the New York Mets, and the Blue Smoke barbecue concept.

“We have not seen any negative effect at all,” said USHG spokeswoman Michelle Lehmann. “At Blue Smoke, we’re selling lots of pulled pork, ribs, etc., and at El Verano, the carnitas taco is selling very well.”

Some operators distanced themselves from the unfolding event. Representatives for B.R. Guest Restaurants, owner-operator of such upscale-casual concepts as Dos Caminos Mexican restaurant and Wildwood Barbeque, declined to comment on whether the flu was having any affect on business, and calls to officials of Real Mex Restaurants, a company in Cyprus, Calif., with nearly 200 restaurants operating under such brands as Chevy’s Fresh Mex, El Torito and Acapulco, were not returned.

A representative for the New York-based, upscale casual Rosa Mexicano chain said managers had not noticed any difference in business following news of the outbreak.

A spokeswoman for the New York City Department of Health and Mental Hygiene said the agency has been proactive in letting the public know it is safe to eat pork products and that the outbreak should not dissuade people from dining out in restaurants. Still, she added, it’s important for restaurant employees to make sure they are even more careful about hygienic practices at their respective establishments.

“Swine flu is here and it is spreading like seasonal influenza,” spokeswoman Jessica Scaperotti said. “It is important to wash your hands, and if you sneeze or cough to cover your mouth. If you are feeling sick, stay home.”

In early May, the Centers for Disease Control and Prevention in Atlanta had confirmed hundreds of cases in dozens of states, and the World Health Organization on May 4 expected the total number of cases worldwide to pass 1,000 in about 20 countries.

Martinez said her biggest concern is whether tourism to New York will be hurt as a result of the scare. That, she said, would negatively affect her sales.

“Where it could be a problem is that Europe is telling people not to come to the city, not to travel to New York,” she said. “That could really hurt a lot of us who are firmly established—we’re listed in the travel guides and books as places to go to—and we depend on that tourism in the summer.”—eelan@nrn.com