We’re excited to introduce you to the always interesting and insightful Jason Espinoza. We hope you’ll enjoy our conversation with Jason below.

Jason, appreciate you joining us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

Birria Bros was rooted out of the inspiration to provided the community good quality food with the powerhouse of our mothers recipes. During COVID we were many that experienced the loss of our jobs due to shut downs and thought that was the perfect time to give it a shot. Thru being consistent and paying ourselves with participation points at the time we kept going for several months thru the summer weather and all. Until we were able to save up funds to eventually expand into a ghost kitchen then into owning our very first food trailer. Once we were official we made a name for ourselves thru festivals and local public stops throughout the years being a part of major events such as EDC, Nascar and Super Bowl parties. Thru just the power of our single trailer we achieved the award of Best Birria 3 years in a row. Thru lessons of failures and successes we learned to maneuver our business at a higher level to achieve a 2nd food truck and now officially opening our first brick and mortar in a matter of weeks. My wife and I are the owners of this operation but overall we receive lots of help and support from family members and friends.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I have always had a passion for food, growing up watching food network shows over cartoons and so on. Once I was old enough and in the right position with the support of my wife, I was able to pull the trigger on attempting jumping into the cooking industry with our own concept where we started out of the backyard. My mother has always made excellent food which was another inspiration to show the community what I’ve tasted growing up.

What sets us apart from others is our consistency, perseverance to provide excellence, and our humble beginnings filled with passion to succeed.

Birria Bros is not just another taco shop but a brand that is meant to inspire other like-minded individuals to push for their passions and take risks. Everyone who supports our brand is a bro to us!

Let’s talk about resilience next – do you have a story you can share with us?

Running a food truck in vegas is far from easy – the elements of hot weather can make anyone want to quit, and makes it inevitable to face challenging days of sales.

What comes with being mobile only is that nothing is consistent even when you think you’ve figured it out – we’ve tried countless public stops to be a routine location to make it easy for our customers to find us but have always been faced a challenge that would eventually push us out whether it be another food truck trying to copy our location or the property changing their mind and permanently removing the opportunity to set up.

The thought of working major and local events can feel like a success with getting accepted but it comes with a hefty price & a needed strategy- Most event coordinators charge a steep price point to participate, this on top of food costs and labor fees – it is a rare and strategic game to make sure you come out with profits by the end of it. You tend to work an entire day or more just to hope to be flat, unless you figure out the right menu & message to attract customers to exceed those challenges

How did you build your audience on social media?

We started entirely thru our social media, when you attempt to cook out of the backyard it’s not exactly the easiest way to gain customers but by posting our food, clean and as professional as possible set up with hash tags all to leverage the locals that helped us build a small base of loyal and interested customers. We always thrived to provide a professional service and quality despite our origin of starting and that also helped bridge the gap to make people want to try. Once they tried our food spoke for itself and they always say word of mouth is the best form of marketing. Thru the support of these new customers advocating our food for us also helped build the momentum on our social media. Once we started to make milestone achievements and become more official we started to show not just our passion points behind our food but also behind our mentality showing a humble ambitious drive to succeed which we believe further developed the affinity into our brand.

Contact Info:

• Instagram: @birriabros702
• Facebook: Birriabroslv