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Birria, a traditional Mexican stew made with beef or goat slow-cooked with spices and chiles for flavor, has gained popularity in the U.S. as a social media sensation and fast-food favorite. Over the last four years, birria’s presence on restaurant menus has increased by 412%, with midscale and casual dining chains leading the trend. Mexican-inspired fast-food brands like Qdoba, El Pollo Loco, Del Taco, and Taco Bell have all introduced their own versions of birria, making it a new menu staple. Datassential predicts that birria’s menu penetration will continue to grow in the coming years.

Originally from Jalisco, Mexico, birria has been a culinary tradition for centuries, using goats brought over by Spaniards and native American spices like guajillo and ancho peppers. The dish made its way to Tijuana in the 1950s, where it evolved into a beef-based recipe. In recent years, birria has gained popularity in cities like Los Angeles and New York, with Instagram and TikTok helping spread its appeal to a broader audience.

Social media played a significant role in birria becoming a menu staple at Qdoba. The chain’s innovative take on birria, using brisket as the base, was introduced two years ago and has since become a permanent menu item. Qdoba’s birria offerings have been well-received by customers, and the chain is promoting them again this fall.

Birria’s versatility and delicious flavor have contributed to its growing fanbase. Culinary experts see potential for birria in various iterations, from poutine toppings to stuffed ravioli. Tacos remain the most popular birria dish on menus, but other variations like quesadillas, grilled cheese, breakfast dishes, and even ramen have emerged. Del Taco’s birria offerings, including birria quesadillas and birria ramen, have been a hit, leading to increased sales and customer traffic.

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