Baja Fresh Testing ‘Future’ Chain Concept in O.C.

July 14th, 2009, 6:47 am · Nancy Luna, Staff Writer

Baja Fresh Mexican Grill is testing consumer reaction to a more upscale restaurant in Irvine – a prototype eatery that offers bolder food flavors, a more intimate dining experience – featuring quartz countertops - and cocktails.

The restaurant, which underwent a massive remodel last winter, will soon add margaritas and Mexican beer to the menu — a first for corporate restaurants run by the Cypress-based fast-casual chain. (A Baja Fresh franchisee in Huntington Beach recently received a permit to serve margaritas.)

The alcohol is expected to compliment new food additions at the prototype restaurant, which features dishes such as Kogi Korean BBQ tacos, cilantro lime rice and spicier salsa bar offerings.

Also new:

• Wooden chairs and tables with CaesarStone countertops have replaced bar stools and metal tables at the remodeled restaurant, located in the same center as Gelson’s market.

• The Irvine restaurant expects to get its permit to serve margaritas and Mexican-branded beer by next month. The margarita will be served in a 12-oz. tumbler on the rocks. Dine-in only! If the test is successful, “we would consider rolling out margaritas and beer in more locations,” said Baja Fresh President Chuck Rink. In fact, “in preparation for this, we have applied for (permits at) 13 more locations.” Stay tuned.

• Food and drinks are no longer served in paper ‘boats’ and cups for dine-in customers. Instead, the restaurant uses real silverware, plastic cups and melamine plates. Tortilla chips are also brought to your table in a basket.

• The salsa bar features 7 salsas, including two new spicier salsas. It has also added fresh, pickled carrots — a common table offering at many authentic Mexican restaurants. A new fresh tomatillo salsa has been so well received that the chain plans to debut it soon in all Baja locations, Rink said.

• A redesigned menu board promotes customization of Baja Classics such as burritos and salads. It recommends a “step by step” ordering process that is similar to how you order at Chipotle Mexican Grill.

• The Irvine eatery is also testing new meals such as Baja Kogi tacos and burritos. It is also serving cilantro-lime white rice as a side dish. (Later this week, look out for a review of the new Kogi tacos)

The redesign and menu makeover is a test only concept – one that could dictate what the “Baja Fresh of the future” might look like, said Rink.

Irvine Baja address: 5633 Alton Pkwy. (949) 551-2252

For more information about CaesarStone quartz countertops please visit: www.caesarstoneus.com.

Original story: http://fastfood.freedomblogging.com/2009/07/14/baja-fresh-testing-restaurant-of-the-future-in-oc/27993/

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