From CNBC: 2024-09-25 08:00:01

Birria, a traditional Mexican dish once limited to regional cuisine, has become a social media sensation and fast-food favorite in the US. The slow-cooked beef or goat stew has seen a 412% increase on restaurant menus in the past four years, with birria tacos and consommé becoming popular dishes across different dining establishments.

Originating in Jalisco, Mexico, birria has a centuries-old history as a solution to invasive goats’ overpopulation. The dish migrated to Tijuana and then Los Angeles and New York City, but it wasn’t until social media, particularly Instagram and TikTok, showcased birria’s appeal that it truly gained widespread popularity and reached a broader audience.

Qdoba and other fast-food chains have embraced the birria trend, offering their versions of the dish on their menus. Qdoba’s brisket birria, introduced two years ago, has become a customer favorite, featuring a flavorful and tender brisket base infused with traditional birria seasonings. The chain is currently repromoting its birria offerings this fall to cater to customers seeking a cozy and delicious meal.

Beyond traditional tacos, birria’s versatility allows for endless culinary possibilities, from poutine to ravioli. This flexibility in preparation has made birria a versatile protein option that can be paired with various dishes, leading to its widespread menu penetration in different cuisines and formats. Adapting to different tastes and consumer preferences, birria has found its place across a wide range of menu items, from quesadillas to ramen, appealing to a diverse audience of food enthusiasts.



Read more at CNBC: How birria took over restaurant menus across the country