$22 burrito helps San Francisco restaurant break even from inflation, owner says

SIGNATURE BURRITO. IT IS NOW $22. THE OWNER SAYS DON'T LAME HIM. HERE'S SERGIO QUINTANA. >> THE FIRST THING YOU NOTICE IS NOT THE CROWD OF PEOPLE OR THE COLORFUL ITEMS ON THE WALL. IT'S THE SMELL OF THE FOOD. >> WHEN YOU WALK IN HERE, DOES IT ALWAYS SMELL THIS AMAZING? >> YES. EITHER LIKE BIRRIA OR CHARCOAL. >> FOR TWO YEARS RICARDO LOPEZ HAS OPERATED THIS SPOT BUILT OUT OF A FORMER RECORD STORE AND HIS MISSION IS TO MAKE THE KIND OF FOOD THAT HIS AUNTS, UNCLES AND MOTHER USED TO MAKE BUT PICKED UP A NOTCH. THE ONLY PROBLEM IS THAT THE PRICE OF NEARLY EVERYTHING HE USES TO MAKE HIS FOOD HAS GONE UP, LIKE ONIONS FOR EXAMPLE. >> THEY WERE LIKE A NINE DOLLARS A PACK AT RESTAURANT DEPOT. DURING COVID AND AFTER IT'S $40. RIGHT NOW IT'S $80. >> THIS IS THE SIGNATURE BURRITO HERE, NEARLY EVERY INGREDIENT THAT GOES INTO IT HAS DOUBLED IN COST AND THAT IS THE REASON WHY THE OWNER SAYS FOR THE PRICE. >> THE LATEST CONSUMER PRICE INDEX SHOWS PRICES FOR FOOD, GAS AND HOUSING ROSE NATIONWIDE LAST MONTH. TO BE FAIR, LOPEZ HAS ALSO MADE A CONSCIOUS DECISION TO PURCHASE PREMIUM BEEF TO MAKE HIS BIRRIA WHICH IS MARINATED BEEF, AND CHOOSES NOT TO PURCHASE ANY PREPARED FOODS FROM SUPPLIERS. EVERYTHING IS MADE FROM SCRATCH WITH THE EXCEPTION OF TORTILLAS WHICH HE GETS FROM A LOCAL SHOP . ALL OF THAT EFFORT IS REFLECTED IN THE PRICES. >> THE FOOD YOU MAKE IS VERY LABOR-INTENSIVE IN MEXICO AND THE ONLY WAY YOU GET THAT HERE IS AT THESE FINE DINING RESTAURANTS DOING EVERYTHING FROM SCRATCH. JUDGING FROM THE LUNCH RUSH, WE SAW HIS DECISION NOT TO SKIMP OUT ON INGREDIENTS OR CUT STAFF SEEMS TO BE PAYING OFF. THE CUSTOMERS WE SPOKE WITH SAY THEY HAVE NOTICED HIGHER PRICES BUT ARE OKAY WITH THAT FOR NOW. >> IT JUST TAKES US AS CONSUMERS TO PAY A LITTLE BIT MORE, TO SUPPORT PEOPLE'S DREAMS AND GET, YOU KNOW, REALLY GET FOOD BACK. >> LOPEZ SAYS HE KNOWS PEOPLE CAN CHOOSE TO GO TO THE BURRITO SHOP A FEW DOORS DOWN FOR A NINE DOLLAR OPTION WHICH HE SAYS IS GOOD AS WELL. AND FOR REGULARS WHO HAVE DECIDED TO CUT BACK-- >> PEOPLE SAY I CAN'T COME ALL THE TIME ARE YOU OKAY WITH THAT? >> I HAVE TO BE. IT'S EITHER THAT OR KEEP THE PRIC

Channel: NBC Bay Area

Views: 55,843

Keywords: la vaca birria, san francisco, mission district, inflation, bay area food, san francisco food, san francisco burrito

Id: dyixQHSlulU

Length: 2min 19sec (139 seconds)

Published: Wed Mar 13 2024