Ricardo Lopez, owner of La Vaca Birria in San Francisco, came under fire for raising the price of his popular birria burrito to $22. Despite being the city’s best burrito, customers were outraged by the increase from the previous $12 to $18. Lopez defended the price hike, attributing it to inflation and rising labor costs. He clarified that his burrito is not meant to be an everyday indulgence, and he had gradually raised the price from $18 to $20 in December before reaching the current price.
Chinese and Mexican restaurants in the area are known for being affordable, and Lopez pointed out that menu prices have not kept up with inflation. He mentioned that he has barely seen burritos priced at $15, and believes that prices should have increased two years ago. Angry customers flooded La Vaca Birria with negative reviews, expressing disbelief at the new prices and criticizing the restaurant’s customer service. Despite this backlash, Lopez defended the price increase, citing the multiple-day process required to make his birria and the significant rise in monthly expenses due to food costs and minimum wage increases.
Lopez responded to a customer’s inquiry on Google about the price increase in a transparent manner, explaining how the rise in food costs and minimum wage has impacted his business. He shared details about the increased monthly expenses, including the cost of ingredients like tortillas, cooking oil, beans, and rice. Even items traditionally considered low cost have seen significant price hikes, further adding to the burden on the restaurant. La Vaca Birria is a halal establishment that intentionally kept prices low when it first opened to attract customers, only serving around 200 customers per day as the business grows.
Despite facing backlash from some customers, Lopez also received support from others who praised the quality of the food and were willing to pay the higher prices. He acknowledged the calls from angry patrons, including one who made a racist comment, but emphasized the wave of support that has come since the negative reviews. Lopez expressed hope that other Mexican and Chinese restaurants in the Bay Area will follow suit and raise their prices in line with the rising costs of doing business. He believes it is essential for these establishments to adjust their pricing to sustain their operations and maintain their quality.
