Once a regional Mexican specialty, birria has quickly become a popular feature on menus across the US, with its presence increasing more than fivefold over the past four years, according to data from market research firm Datassential.
Initially a slow-cooked stew of beef or goat from Mexico’s Jalisco region, birria has evolved into a versatile and widely adopted ingredient in various dishes across American restaurants.
Traditionally prepared with chiles and spices, birria has long been a favorite in Mexico, but it has gained significant traction in the US in recent years. The dish’s spread has been fueled by its flavorful versatility, with Mexican-inspired fast-food chains like Qdoba, Del Taco, and El Pollo Loco introducing their own versions of birria-based items. Even restaurants with broader menus, such as Sugar Factory and Bowlero, have embraced birria, adapting it to appeal to a wider audience.
Social media has played a crucial role in birria’s rise to fame. Photos and videos of birria tacos, often paired with consommé for dipping, have gone viral on platforms like Instagram and TikTok, helping introduce the dish to a new generation of food enthusiasts. This surge in popularity has seen birria tacos, quesadillas, and even birria ramen make their way onto menus across the country.
Despite its relatively new prominence in the US, birria has a long history in Mexico. Originally made with goat meat, birria was developed as a solution to the invasive goat species brought by Spanish colonists. Over time, it evolved into a slow-cooked stew, incorporating local chiles to enhance flavor. In the 1950s, a Tijuana street vendor popularized the use of beef in birria, making it more affordable and accessible, a trend that has continued in its US adaptation.
Fast-food chains like Qdoba have capitalized on birria’s growing appeal. When the COVID-19 pandemic disrupted meat supply chains, Qdoba introduced a birria-based brisket option, which has since become a permanent menu item. The company’s culinary team developed their own version of the dish, aiming to replicate the rich flavor and tenderness of traditional birria while streamlining the cooking process for fast-casual dining.
According to culinary experts, birria’s popularity is also driven by its versatility. It is now used as a protein in a variety of dishes, from quesadillas and grilled cheese to breakfast items and soups. This adaptability has made it a staple across restaurant menus, with Datassential predicting that birria’s presence will continue to grow in the coming years.
CNBC contributed to this report.
