A San Francisco taqueria owner made waves after raising the price of a signature dish. We break down the costs – and why economists say it could be justified
Ricardo Lopez’s taqueria is famous for a melt-in-your-mouth birria recipe that takes three days to prepare. Every week, hundreds of customers flock to La Vaca Birria in San Francisco’s Mission District for a taste of the slow-braised beef served over rice and beans or tucked into a crispy taco with a side of rich dipping broth.
Lopez recently hiked the price of his signature birria burrito to $22, an eye-popping figure even in the pricey city. The move rankled some customers, with one posting a scathing review that expressed disbelief at how the burrito’s price had doubled from $11 just two years ago.
