Birria Mania Sweeps The Nation: How A Humble Mexican Dish Became A Fast Food Rockstar!

Once a regional Mexican food, birria has seen its presence on U.S. menus more than quintuple over the past four years, according to Datassential. This rapid growth is not limited to Mexican-inspired chains but has also been adopted by eateries with broader menus.

Traditionally, birria is a slow-cooked beef or goat stew originating from Jalisco, a Mexican state that borders the Pacific Ocean. The dish was initially made with goat, which was introduced by the Spanish and had become an invasive species. To make the goat palatable, it was slow-cooked with spices and chiles, creating a tender and flavorful meat.

Over time, birria migrated to Tijuana, Mexico, where a taco vendor named Don Guadalupe Zárate replaced goat with beef due to its affordability. This variation eventually made its way to Los Angeles, where Mexican immigrants sold tacos and consommé from food trucks. The dish's growing popularity in the U.S. can be attributed to its introduction on social media platforms such as Instagram and TikTok.

One of the key factors contributing to birria's success is its versatility. The dish can be used as a protein and paired with a wide variety of foods, from traditional tacos to more modern creations like birria ramen and quesabirria. This adaptability has made birria a staple on menus across the country.

Fast-casual chains like Qdoba and Del Taco have also capitalized on the birria craze. Qdoba introduced its birria two years ago, using brisket as its base. The chain's take on traditional birria has proven successful, with the dish now being promoted as a cozy lunch or dinner option.

Del Taco also launched its version of birria, including a quesabirria taco, birria quesadilla, and birria ramen. The chain's birria promotion resulted in significant increases in sales, traffic, and average check size.

Birria's popularity is expected to continue growing, with Datassential predicting a doubling of menu penetration over the next four years. The dish's success can be attributed to its rich flavor profile, which is not overly spicy but rather cooked low and slow to create a tender and delicious meat.

As the birria trend continues to sweep the nation, it will be interesting to see how restaurants and food chains choose to adapt and innovate with this versatile dish.