In recent years, birria has transformed from a traditional regional dish in Mexico into a culinary sensation sweeping the United States. This rich, flavorful stew, often made from beef or goat, is slow-cooked with an array of spices and chiles, resulting in tender meat that is perfect for stuffing into tacos. Traditionally served with a side of consommé for dipping, birria has garnered a fervent following, especially among food enthusiasts on social media platforms.
The journey of birria, particularly from its origins in Jalisco, Mexico, to its current status as a fast-food favorite, is a fascinating tale of cultural evolution and culinary adaptation. The dish’s roots date back centuries, with goats being introduced to Mexico by Spanish colonizers. As Steven Alvarez, a professor of taco literacy at St. John’s University, explains, goats became an invasive species, and utilizing them for food was both practical and delicious. The marriage of European livestock with native chiles—like guajillo and ancho—created a dish that is distinctly Mexican, showcasing the melding of cultures through cuisine.
In the 1950s, birria took on a new form in Tijuana when a vendor named Don Guadalupe Zárate substituted goat with beef, making the dish more accessible. This adaptation paved the way for birria to migrate to the United States, particularly Los Angeles, where it gained traction through food trucks and local eateries. The vibrant Mexican food scene in southern California constantly evolves, influenced by immigration patterns and culinary trends from Mexico.
However, it wasn’t until the rise of Instagram and TikTok that birria exploded in popularity across the U.S. Food influencers showcased the dish in visually enticing posts, highlighting the tantalizing sight of beef cascading into a cup of consommé. This social media exposure played a pivotal role in introducing birria to a broader audience, transforming it from a niche offering to a household name.
As birria’s popularity surged, fast-casual chains like Qdoba seized the opportunity to incorporate this beloved dish into their menus. Katy Velazquez, Qdoba’s director of culinary innovation, first encountered birria during her time in Mexico and quickly recognized its potential in the U.S. market. The COVID-19 pandemic, which caused a spike in brisket prices, led Qdoba to pivot away from its Tex-Mex brisket dish, allowing them to innovate and create their own version of birria. Their brisket birria, while not traditional, aims to replicate the rich flavors of the original while maintaining operational efficiency.
This strategy has paid off, as the chain has seen success with its birria offerings, particularly as they are re-promoted this fall. Velazquez emphasizes the pride in bringing regional Mexican cuisine to a wider audience, showcasing birria’s versatility beyond its traditional presentation.
The adaptability of birria is a key factor driving its popularity. Culinary trendspotter Christine Couvelier notes that birria is about flavor rather than heat, making it accessible to a wide range of palates. Its potential variations are seemingly limitless, from birria poutine to birria-stuffed ravioli. Claire Conaghan, a trendologist at Datassential, points out that birria has transcended its original form and is now featured across menus in various iterations, including tacos, quesadillas, and even ramen—an unexpected fusion that has found its way into mainstream dining.
Del Taco, for instance, successfully launched its own birria dishes, including quesabirria tacos and birria ramen, which have seen remarkable sales success. Jeremias Aguayo, the chain’s senior director of culinary research and development, spent months perfecting the consommé recipe, underscoring the dedication to quality that consumers have come to expect from birria.
As birria continues to evolve, it not only represents a delicious meal but also serves as a testament to the rich tapestry of cultural exchange and innovation in the culinary world. Whether enjoyed in a casual fast-food setting or at a food truck, birria is more than just a dish; it is a celebration of tradition, creativity, and the power of food to unite people from diverse backgrounds. As it carves out its place in the American culinary landscape, birria’s story is one of resilience and reinvention—reminding us that food, much like culture, is ever-changing and beautifully complex.
