This Outlet Called Conchas “Brioche-Like Rolls” & People Were Pissed

In the last few years, we’ve seen conchas become ubiquitous. While they’ve always held a special place in the hearts of Mexicans, Mexican-Americans, and others, they’ve lately become the base of many a novelty foods, such as concha burgers and concha ice cream sandwiches. With the pan dulce having one of the biggest fan clubs across the Latinernet, they certainly don’t need an introduction. In a new post, Food & Wine gave us a recipe for conchas from Elena Reygadas – which is great for those who want to try to make the treat for themselves – but the company made a misstep when it called the bread “brioche-like rolls” in a now-deleted tweet, and people were not having it.

Latinos (and other people of color), are used to seeing their culture presented through Anglo- and Euro-centric terms to make it more palatable. And while it’s understandable that Food & Wine needs to explain what a concha is to those who aren’t familiar, describing the texture (simultaneously light and dense, and crumbly and sugary on the top) would have been the better way to go. The title of the article does make use of the word concha, but in the social copy, it didn’t. So people who saw their beloved food shared to the masses, felt insulted that the name and history was erased.

As such, people spent some time criticizing the outlet. Check out a few of their reactions below.