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Baja Fresh testing ‘future’ chain concept in O.C.
July 14th, 2009, 6:47 am · 42 Comments · posted by Nancy Luna, Staff Writer
Updated 9:30 a.m.
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 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 Caesar Stone tops 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.
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CLICK on any image to view Baja Fresh slide show
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.
BAJA FRESH SLIDE SHOW: Baja Fresh executives recently gave the Register an exclusive tour of the remodeled Irvine restaurant. CLICK HERE TO VIEW OUR SLIDE SHOW
Irvine Baja address: 5633 Alton Pkwy.
(949) 551-2252
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It’s only 7:30am and I am already jonesing for the cilantro lime white rice. However, can you find out if they will bring the tortilla soup back on the menu. It was pretty good.
It’s only 7:30 a.m. and I am already jonesing for the margaritas!
Nancy–
The Huntington Beach (Seacliff) location is already offering margaritas — I noticed a sign when I was there for lunch last Thursday.
Eric..I’m surprised by that as I was told that Irvine would be first to serve margaritas. I’m checking in again, so hold tight.
YAH!!! That’s my Baja Fresh! I gotta go get me a margarita and burrito!
I’ve been there countless times since I heard they had the Kogi menu. It’s pretty amazing. My coworkers were a little confused by the menu at first, but quickly got the hang of it - commented that it’s a little Chipotle-like with the “Choose your meat” “Choose your style” etc.
The cilantro lime rice is very good, but I’m in love with the spicy chicken Kogi style tacos, and especially the burritos. I’m really hoping they expand it.
I had the 6 chile (maybe 5) salsa last time I was there though - advertised as their hottest, and it really wasn’t that hot. It did offer a slight kick, but not what I was expecting from their hottest salsa.
I split the tacos and burrito with my boyfriend the other day just to try them out, and I liked the tacos more than the burrito. The burrito had too much rice and not enough meat - although maybe next time I try it, the ratio will be better. Also, I wish the kimchi-inspired slaw was spicier. The Irvine Baja Fresh is super close to my house, so I can’t wait ’til I can head over and enjoy a margarita with my tacos there!
Too expensive for what you actually get. Not that good a value.
You can get real–not franchise–Mexican food for less at any of a number of restaurants, or better “fast food” at Molchosalsa (La Habra, Fullerton), probably the best value in Orange County. Less than Rubio’s. Better, restaurant-quality food.
Too expensive? I find the prices very good. $6.60 for a burrito that is packed with chicken the last two times I have gone is a very good price when you compare to any other similar offerings. Same with the tacos - they come with rice and beans.
Also, remember each order comes with free chips. Plus, right now each receipt has a $2 off your next order survey on it which either gives you an essentially free drink, or an awesome burrito for $4.60.
How come no one mentions Los Golondrinas when they start talking “real” Mexican food??
MVMOMMY, this is fast food, not real meximelt food…
mmmm Molcasalsa!! I go there at least once a week!!
When I got the tip about the Kogi tacos I went and the Irvine location was completely different than before and now we got Nancy’s good writeup about it.
“You can get real–not franchise–Mexican food for less at any of a number of restaurants, or better “fast food” at Molchosalsa (La Habra, Fullerton), probably the best value in Orange County.”
Here we go again: a Mexican place gets mentioned here, somebody knocks it as fake and then mentions one place as the only place in the county where anyone could ever get real Mexican food. This blog is about Fast Food and has to be mostly about fast food that many people will be able to try. It can’t put its main focus on little mom-and-pop places that very few readers would ever get to.
Thanks for tip on Molchosalsa. Where is it in La Habra? I’m always looking for good Mexican food dives.
Sounds good, but I wouldn’t be surprised if they were “wine margaritas”, which are downright nasty.
The Molcasalsa in La Habra is on Beach Blvd. If you look around you might find a website that is dedicated to nothing but Mexican restaurants and food in Orange County, and covers all types: dives, upscale, taco trucks, fast food, fast casual, and more.
I should also add that Nancy does eat at more places than just the ones she writes about. She is aware of most everything out there. But her blog here does have a focus.
It looks like the Anaheim Hills Baja Fresh is closed. Can anyone confirm this?
chipotle is horrible. just mexican mcdonalds. i hope baja is not trying to follow them. baja is good already.
chipotle has nothing to do with mc donalds, get your facts straightened out…In the past, McDonald’s Corporation owned a majority interest in Chipotle. McDonald’s has since sold their entire stake in Chipotle.
I assume this is still a casual order at the counter type place? Or are there server’s expecting a tip? Are there any order at the counter places that serve alcohol now?
Still casual order. They deliver, but certainly do not get a tip. Just think Carl’s Jr. type delivery.
Are there any order at the counter places that serve alcohol now?
Knowlwoods
Hard liquor? Not sure of any. Many serve beer and wine. I wonder if Baja has the full liquor license or just beer/wine and will make faux-margaritas with wine?
read the local paper in the public notices and see which license they applied for.
Sounds pretty good. I would like to try the koji style. Also, you really can’t compare Baja Fresh to hole in the wall places. It is just a little different. Sometimes I want Baja Fresh and sometimes I want the hole in the wall. To me baja fresh is good because of the fresh ingredients eg: tomatoes, salsa, meat, guacamole. Freshness isn’t always guaranteed at the whole in the wall while you can actually see them make it at Baja Fresh.
Ugh. Another restaurant that has decided to go overboard with the vile weed that is cilantro. I hope they have an option for plain rice.
They just put it on top of the lime rice. You can easily get the cilantro-lime rice without cilantro.
Thank you Harry! I thought I was one of the few left that don’t buy into this corny Cilantro craze. It’s a dirty tasting weed and it destroys the flavors of everything it is put on.
We are not alone! There are millions of us. So many restaurants put it in everything and most frustrating of all is that many do not list it as an ingredient!
Have to try the Kogi tacos. I’m a grown man - I can’t follow Kogi trucks around Los Angeles!
I hit this one up frequently. I like the re-model. It does seem a lot more like Chipotle (and La Salsa) now. Food is still good and they seem to give out a lot more chips now. No complaints from me. I have not tried the new items yet since I love my mixed meat (chicken and steak) baja burrito.
Last time we were there too, we were eating outside and as another table got their delivery, the server asked us if there was anything we needed (my friend needed a fork, but hadn’t gotten one yet - so he got one for us) and also brought us extra chips to refill our chip baskets.
Baja Fresh isn’t anything special. It’s sorta close to real Mexican food but not quite. I just went to one for lunch and got a burrito with a tortilla that was cold and dry. Sent it back twice to get it right. Ugh, they should just stick with what they have now, no upgraded building with alcohol is going to make this menu better.
What establishes real Mexican food?
More importantly, what establishes a real margarita?
Yeah, I think people have different opinions about both.
you guys in california are in for a real treat, we have a baja fresh here in montrose ohio and it is great and they already serve margaritas your in for a great feast enjoy
Sounds good except for the real silverware and melamine plates. Last thing I want is some fast food place that washes these by dipping them in the sink for half a second. Gross.
For me, Baja Fresh has gone down hill to the point I won’t go there anymore. I enjoyed their burritos but about 3 or so years ago the amount of meat became too skimpy and the quality very inconsistent. Not worth the price. I sent (via their website) two emails outlining my disappointment but never received a reply. If they don’t care about their customers’ satisfaction then I don’t need to patronize them. There is no shortage of deserving mexican food places to choose from.
Around here (La Habra) it’s MolcaSalsa, Puffy Taco, Tacos Baja, Burrito Track, El Taco Sabroso, Taco Nazo, Wahoo’s, Durango’s, El Camino Real, Rubios etc, etc.
I realize most of these are small chains or sole locations but with so many of these kind of choices in LA and OC counties I personally have not missed the La Salsas, Baja Freshes or Chipotles. Plus these smaller businesses seem to be more consistent.
waxycat, maybe you can start a blog about these places you like; it might do better than mine that covers the subject matter you suggest but that nobody is aware of; actually the same challenge goes to all the people who are surprised every time a fast food place is mentioned on a fast food blog
BTW, some people would lump rubio’s and wahoo’s in with la salsa, baja fresh, and chipotle
I hope Baja Fresh does a little more work on this Korean fusion taco idea. It’s a good idea but if they’re ripping off the Kogi truck, they’re going to have legal issues.
I really enjoy the food and the environment at Baja Fresh and am looking forward to the new tastes but advertising your new margaritas and mexican beer menu gives Irving P.D. a new DUI checkpoint. In Orange County nowadays Nobody can go out and have a casual dinner and a couple drinks without hunting us down catch any one of us for DUI. Our economy right now has every citizen and business straped for money. EVERY DUI IS BIG BUSINESS FOR EACH POLICE DEPT, EACH COUNTY AND, THE STATE!!! They sit outside and wait fo us.