The birria boom (2019-2024)
Birria, a slow-braised beef or goat stew from Jalisco, Mexico, became a US taco craze starting with melted cheese wraps called quesabirria. Videos drove lines at Los Angeles trucks, then nationwide expansion.
Birria tacos appeared on menus from food trucks to chain restaurants.
Birria established itself as a mainstream US Mexican-food category, spurring dedicated birrieria brands.
Explains why a restaurant named Birrieria Margara is opening in Salt Lake City, part of a wave of birria specialists expanding beyond the Southwest.
