Birria went from a regional Mexican staple to one of the fastest-growing flavors in foodservice, and it shows no signs of slowing down. Over the past four years, birria has seen +278% growth on U.S. menus, with 188% more menu penetration growth still predicted ahead.1 What started as a social media sensation has matured into a genuine consumer craving. And for c-store operators, that’s a significant opportunity.
Here’s what the data tells us, and why now is the right time to act on it.
Birria Is Trending, But It Hasn’t Peaked
According to Datassential’s menu tracking, birria is currently in the Adoption stage of its lifecycle – the sweet spot for c-store operators. It’s moved past novelty, proven its staying power with consumers, but hasn’t yet hit ubiquity, meaning there’s still room to lead rather than follow. It’s found on 3.9% of U.S. menus today, with substantial runway ahead.
Consumer awareness is building rapidly: 41% of U.S. consumers already know birria, and 27% have tried it. But the most compelling number is what happens after that first taste: 79% of consumers who have tried birria love or like it. That’s an exceptionally high conversion rate for any emerging flavor, and it signals that trial drives loyalty.
Your Shoppers Are Ready for Something Bolder
The c-store foodservice landscape has shifted. Today, 72% of U.S. shoppers view c-stores as a real alternative to fast food,2 and that shift is being driven largely by Gen Z and Millennials who expect more from the hot case. They’re chasing globally inspired flavors, bolder profiles, and craveable combinations. The same consumers who’ve been ordering birria tacos at fast-casual restaurants are now bringing that expectation to your store.
The operators winning the hot food battle right now aren’t just stocking something warm. They’re stocking something worth coming back for. Birria, with its rich chili-forward depth and broad appeal, is exactly that kind of flavor.
The Empanada Format Solves the C-Store Equation
The empanada format packages the slow-stewed shredded beef, Mexican chilies, and bold spices into a handheld, grab-and-go item – no separate sauce, no utensils, no complications. It fits existing c-store infrastructure (hot case or countertop warmer, no special equipment) and works in lean staffing environments, making it a practical option for operators running a hot food program without dedicated kitchen staff.
A Strong Business Case at Every Level
El Monterey® Beef Birria Empanadas deliver the spicy-but-not-too-spicy birria experience consumers are looking for, with the sauce cooked right into the filling for a juicy, satisfying bite every time. All from America’s #1 brand of frozen Mexican food.3
The trend window for birria is open. The consumer demand is built. And the format is ready-made for your operation. It’s a rare alignment, and the operators who move now will be the ones shoppers seek out.
1 Datassential Food Profile Report, December 2025
2 It’s All Goods, 2025
3 IRI POS Data Ending 8/10/25
