Social and urban transformations have changed the ways of elaboration of traditional foods. Maize tortilla, the base of the Mexican diet, has experienced these transformations; nevertheless, in spite of being an emblematic food in Mexico, little is known about the perceptions by urban consumers. The aim was to analyze the perceptions about tortilla in urban consumers from three contrasting socioeconomic regions. A questionnaire was applied in some cities of northern, central, and southern Mexico to 1,156 consumers. A free word association technique was used as response to the word “tortilla”. Nineteen categories were grouped in 10 dimensions. Results showed there is a sense of national identity regarding maize tortilla; however, coexistence of postmodern and traditional perception is observed. Perception differed by zone according to sociocultural, historical and economic development. In the face of modernizing changes, consumers adopt new perceptions on traditional foods as is happening in many societies in developing countries. Practical applications Perceptions are related to sociocultural, historic and economic aspects. In modernizing processes, consumers adapt new perceptions about traditional foods. The associations with the maize tortilla, staple in the Mexican diet, showed several symbolic elements of the daily life of Mexicans. There is a sense of national identity towards tortilla, differentiated by zone. Understanding the perceptions by age and gender and zone of study, can be used to generate marketing strategies and public policy that favoring the development of rural areas and local economies towards traditional foods, as elements that enhance regional or local development.