Baja Fresh

Baja Fresh Mexican Grill

Baja Fresh on the front page of the business section of the Pittsburgh Tribune

Founded in 1990 and headquartered in Thousand Oaks, Calif., Baja Fresh (http://www.bajafresh.com) operates or franchises 289 restaurants nationwide, all featuring its fresh Mexican-inspired food, made to order and served in a hurry. BrandMill helped lead Baja Freshs initial franchise expansion into Pennsylvania. To effectively launch a new restaurant brand, BrandMill promoted the unique restaurant experience of the franchisee team (former McDonalds franchisees and a father and son team) and the fast casual nature of the Mexican food brand to drive considerable media coverage which led to significant favorable brand awareness, sales and transactions. Working closely with a father and son franchise team, BrandMill helped them carve out a unique marketing niche with a wide variety of public relations, media relations, pricing and promotional strategies and open three successful restaurants. After a few years, the family wanted to sell and break its long-term franchise agreement to retire from the restaurant business costly and difficult to do however, because of the marketing and operations success of the Baja Fresh brand throughout the Pittsburgh region, the parent company gladly bought back the franchisee rights.

aja Fresh is a chain of fast-casual Tex Mex restaurants founded in Newbury Park, California in 1990 and headquartered in Cypress, California.[1] The chain emphasizes fresh ingredients, and each restaurant features a self-serve salsa bar. The chain operates 256 restaurants in 29 states,[2] and in 2010 opened a store at the Burj Khalifa in Dubai.[2] Competitors include California Tortilla, Panchero's Mexican Grill, Chipotle Mexican Grill, Moe's Southwest Grill,Qdoba, Rubio's Fresh Mexican Grill, Tijuana Flats. [edit]History In 1990, Jim and Linda Magglos took out a third mortgage on their home[3] and opened the first Baja Fresh in Newbury Park, California in the Conejo Valley with the vision of fast food, Mexican-style, that was not processed.[4] The result was a chain of restaurants where the customer would "never see a can opener"[4] and the motto no microwaves, no can openers, no freezers, no lard and no MSG.[5] Franchising began In 1995,[3] and the chain had expanded to 31 outlets by 1997.[6] In 1998, the Magglos worked with Greg Dollarhyde, who recapitalized the parent company, acquired venture capital and bought shares from outside holders to take control of Baja Fresh.[3] Dollarhyde then grew the chain from 45 locations in 1998 to 249 stores.[5] In 2002, Wendy's International purchased Baja Fresh for $275 million.[7] As a wholly owned subsidiary of Wendy's, the 249 restaurant chain[5] saw consistently declining same store sales.[5] In 2006, Wendy's sold the roughly 300-location Baja Fresh chain for $31 million to a

private investor consortium that operates other restaurants, including Sweet Factory, La Salsa[8],Cinnabon and Denny's.[9] The consortium is led by David Kim, who took on the role of CEO of the company.[5] In 2009, Baja Fresh moved its corporate headquarters from Thousand Oaks to Cypress,[6] California, and closed all locations in central Ohio.[10] Between 2009 and 2010, the chain closed stores in Berkeley, Pasadena and Torrance, CA. In 2012, the chain closed its store in Newbury Park, CA, site of the first Baja Fresh.[11] [edit]References

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

^ "Contact Us." Baja Fresh. Retrieved on February 25, 2010. ^ a b "Quick-Causal Fresh Mexican Chain to Open in Dubai's World Famous Burj Khalifa". Franchising.com, January 22, 2010. ^a
bc

"Hurry Up & Relax Fast Casual is Booming". Restaurant Hospitality, Nov 1, 2001, Barb Axelson.

^ a b "The Chain Gang". Forbes, November 12, 2001, David Shribman. November 12, 2001. ^a
bc d e

"Baja Fresh buyers look to inject new life into struggling chain". Restaurant News, Lisa Jennings,.

^ a b "Baja Fresh company leaves Thousand Oaks: Corporate operations are now in Orange County". Trading Markets, 25 Mar 2009. ^ "Wendy's diversifies with purchase of Baja Fresh". USAtoday, 5/31/2002. May 31, 2002. ^ Facebook Page of David Kim ^ "Wendys/Arbys Group, Inc. :: News Release" (Press release). Ir.wendysarbys.com. 2006-11-28. Retrieved 2010-04-10. ^ "Central Ohio bids adios to Baja Fresh locations". The Columbus Dispatch, July 21, 2009, Bill Chronister. ^ "Baja Fresh Newbury Park Location Closed as of Tuesday, January 10th". http://www.conejovalleyguide.com WEDNESDAY, JANUARY 11, 2012 AT 08:58AM.

History
In 1990, Jim and Linda Magglos took out a third mortgage on their home[3] and opened the first Baja Fresh in Newbury Park, California in the Conejo Valley with the vision of fast food, Mexican-style, that was not processed.[4] The result was a chain of restaurants where the customer would "never see a can opener"[4] and the motto no microwaves, no can openers, no freezers, no lard and no MSG.[5] Franchising began In 1995,[3] and the chain had expanded to 31 outlets by 1997.[6] In 1998, the Magglos worked with Greg Dollarhyde, who recapitalized the parent company, acquired venture capital and bought shares from outside holders to take control of Baja Fresh.[3] Dollarhyde then grew the chain from 45 locations in 1998 to 249 stores.[5] In 2002, Wendy's International purchased Baja Fresh for $275 million.[7] As a wholly owned subsidiary of Wendy's, the 249 restaurant chain[5] saw consistently declining same store sales.[5] In 2006, Wendy's sold the roughly 300-location Baja Fresh chain for $31 million to a private investor consortium that operates other restaurants, including Sweet Factory, La Salsa[8],Cinnabon and Denny's.[9] The consortium is led by David Kim, who took on the role of CEO of the company.[5] In 2009, Baja Fresh moved its corporate headquarters from Thousand Oaks to Cypress,[6] California, and closed all locations in central Ohio.[10] Between 2009 and 2010, the chain closed stores in Berkeley, Pasadena and Torrance, CA. In 2012, the chain closed its store in Newbury Park, CA, site of the first Baja Fresh.[11] Fast food and fast casual restaurant chains in the United States

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A&W

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Big Boy

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Burger King

Burger Time

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Fatburger

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Hot 'n Now

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Jack's

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Nation's Giant Hamburgers

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Smoothie King

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Tully's Coffee Frozen desserts Bahama Buck's

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Carvel

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Dairy Queen

Dippin' Dots

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Friendly's

Golden Spoon Hagen-Dazs

Handel's Homemade Ice Cream & Yogurt

MaggieMoo's Ice Cream and Treatery

Marble Slab Creamery

Menchie's

Pinkberry

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Rita's Italian Ice

Tastee-Freez

Tropical Sno

TCBY Yogen Frz

Yogurtland Hot dogs Dog n Suds

Hot Dog on a Stick

James Coney Island

Nathan's Famous

Portillo's

Sneaky Pete's

Ted's Hot Dogs

Wienerschnitzel Mexican-style/ Tex-Mex Baja Fresh

Boloco

Cafe Rio

California Tortilla

Chipotle Mexican Grill

Chronic Tacos

Del Taco

El Pollo Loco

Freebirds World Burrito

Green Burrito/Red Burrito

Mighty Taco

Moe's Southwest Grill Panchero's Mexican Grill

Qdoba Mexican Grill

Rubio's Fresh Mexican Grill

Taco Bell

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Taco del Mar

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Taco Mayo

Taco Palenque

Taco Tico

Taco Time

Wahoo's Fish Taco Sandwiches Arby's

Blimpie

Bojangles' Famous Chicken 'n Biscuits

Bruegger's

Charley's Grilled Subs

Chick-fil-A

Cos

Cousins Subs

D'Angelo Sandwich Shops

Daphne's California Greek

Earl of Sandwich Erbert & Gerbert's

Firehouse Subs

Hogi Yogi

Jason's Deli

Jersey Mike's Subs

Jimmy John's

Kelly's Roast Beef

Lenny's Sub Shop

Milio's Sandwiches

Mr. Hero

Panera Bread

Penn Station Potbelly Sandwich Works

Quiznos

Rax Roast Beef

Sandella's Flatbread Caf

Schlotzsky's

Steak Escape

Subway

Texadelphia

Togo's

Tropical Smoothie Cafe

Tubby's

Tudor's Biscuit World

Which Wich? Seafood Arthur Treacher's

Captain D's

H. Salt Esquire

Ivar's

Long John Silver's

Skippers Seafood & Chowder House Former Bess Eaton

Burger Chef

Carrols

Druther's

Naugles

Pioneer Chicken

Red Barn

Sandy's

sh Menu
The Essence of "FRESH"
Since 1990, Baja Fresh Mexican Grill has been making all your Mexican favorites the way you like them. BIG, fresh and delicious. Our famous flame grilled flavor and unique grilled tortillas are where it all starts. Add to that freshly-prepared, quality meats, produce, unique salsas and you've got a bold and fresh menu built just the way you like it: Baja Fresh.

That means you won't find freezers, can openers or microwaves in a Baja Fresh location, either. So get fired up. You've found a place that understands what you like to eat and how you like to eat it. In a processed, pre-heated world, we are here with bold flavors and fresh, mouth-watering Mexican favorites done right. Be Bold, Be Fresh, Be Baja. Burritos - All of our Burritos are prepared using our unique grilled tortillas. Customize your Burrito with a visit to our fresh Salsa Bar. All Burritos are served with complimentary tortilla chips. Tacos - Customize to your taste at our fresh Salsa Bar. All of our Tacos are served with complimentary tortilla chips. Baja Favorites - Quesadillas, Fajitas, Nachos and Chicken Taquitos. Salads & Soup - Made fresh to order and served with our delicious dressings. Kids' Faves - Served with rice, applesauce and a choice of juice, milk or soft drink. Sides - Great additions to any meal! Desserts Party Packs - They're fresh. They're big. They're good times and great food, conveniently packaged for use when and where you need them. Each one is delicious and of course made fresh to your order.

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Burritos & Bowls

Diablo Shrimp Burrito

Ten lime-garlic marinated grilled shrimp, Black beans, Baja rice, Jack cheese, and a smoky, super spicy chipotle sauce all rolled up in a warm, soft flour tortilla.

Nacho Burrito -it's Spicy!

Chicken, Jack & Cheddar cheese, black or pinto beans, rice, smoky Queso Fundido, jalapenos, and Salsa Crema.

Burrito Ultimo
Your choice of charbroiled chicken, pork carnitas or charbroiled steak, grilled peppers, chilies, onions, melted jack and cheddar cheese, roasted Salsa Baja, rice and sour cream.

Baja Burrito
Your choice of charbroiled chicken, pork carnitas or charbroiled steak, melted jack cheese, handmade guacamole and Pico de Gallo.

Burrito Mexicano
Your choice of charbroiled chicken, pork carnitas or charbroiled steak, rice and freshly simmered black or pinto beans all layered with fresh, chopped cilantro and onions and your choice of salsa.

Bean & Cheese Burrito

Freshly simmered black or pinto beans with warm melted jack and cheddar cheese. Try it with charbroiled chicken, pork carnitas or charbroiled steak.

Grilled Veggie Burrito

Our blend of grilled peppers, chilies and onions, layered with freshly simmered black or pinto beans, melted jack and cheddar cheese, lettuce, Pico de Gallo and sour cream.

Grilled Chicken Salad Burrito

Caesar Style.

Steak and Shrimp Bowl

Baja Fresh's Bold New Steak and Shrimp Bowl begins with firegrilled steak and garlic lime marinated shrimp atop a bed of green chili-tomatillo rice and black beans, with avocado slices, roasted corn salsa, grilled calabasitas squash with achiote onions and anejo cheese.

Fully Loaded Chicken Bowl

Baja Fresh Fully Loaded Chicken Bowl begins with Fire-grilled chicken, jack cheese, green chili-tomatillo rice, black beans, marinated achiote onions, chili poblano slices, sweet roasted corn, and topped with 6 chiles salsa.

Skinny Chicken Bowl

Baja Fresh's New Skinny Chicken Bowl, begins with Achiote marinated fire-grilled chicken, atop black beans, green chili tomatillo rice, and topped with calabasitas squash, achiote onions and topped with our New Tomatillo Salsa Fresca.

Try it "Enchilado" Style!

A savory, warm salsa that smothers your burrito, topped with melted jack and cheddar cheese and served with nachos, Pico de Gallo and sour cream.

Tacos
Original Baja Taco
Your choice of charbroiled chicken, pork carnitas, or charbroiled steak served in warm grilled corn tortillas with salsa, onions, and cilantro.

Baja Favorites
Quesadilla
Grilled flour tortilla filled with melted Jack cheese and your choice of charbroiled chicken, pork carnitas or charbroiled steak served with handmade guacamole, Pico de Gallo and sour cream.

Nachos
Tortilla chips smothered in melted Jack and Cheddar cheese with freshly simmered black or pinto beans, handmade guacamole, Pico de Gallo and sour cream. Try it with charbroiled chicken, pork carnitas or charbroiled steak.

Fajitas
Your choice of charbroiled chicken, pork carnitas, or charbroiled steak with grilled veggies, rice, freshly simmered black or pinto beans*, handmade guacamole, Pico de Gallo, sour cream and corn or flour tortillas. Served with tortilla chips. *Beans are sprinkled with Cotija cheese.

Chicken Taquitos
Four crispy corn tortillas filled with chicken, grilled onions and cheese. Topped with Salsa Crema, and served with guacamole, sour cream, Pico de Gallo and Smoky Queso Fundido for dipping.

Salads and Soup

Mango Chipotle Chicken Salad

Tortilla shell filled with Romaine lettuce, chicken, avocado, Cotija cheese, mango salsa, and a chipotle glaze. Served with chipotle vinaigrette.

Baja Ensalada with Chicken

Romaine lettuce, sliced tomatoes, Cotija cheese, Pico de Gallo and tortilla strips. Served with your choice of dressing.

Fire-Grilled Chicken Caesar Salad

Romaine lettuce, fire-grilled chicken, avocado, cotija cheese & crispy tortilla strips. Served with Cilantro Casear dressing.

Tostada Salad
Crispy flour tortilla shell filled with Romaine lettuce, tomato, freshly simmered black or pinto beans, handmade guacamole, cheese, Pico de Gallo and sour cream. Try it with charbroiled chicken.

Chicken Tortilla Soup

A roasted tomato and tortilla soup topped with sliced avocado, Jack cheese, onions, cilantro and tortilla strips. Served with or without charbroiled chicken.

Americano Soft Taco

Your choice of charbroiled chicken, pork carnitas, or charbroiled steak served in a home-style grilled flour tortilla with lettuce, chopped tomato, jack and cheddar cheese, and salsa.

Wahoo Taco - Crispy

Hand breaded and fried, topped with cabbage, Pico de Gallo and a tangy dressing.

Wahoo Taco -Grilled

Sliced avocado, cabbage, Pico de Gallo, and a zesty avocado dressing.

Taco Combo
Any combination of two Original Baja Tacos or Americano Soft Tacos with your choice of charbroiled chicken, pork carnitas, charbroiled steak, or Baja Fish served with rice and freshly simmered black or pinto beans*. *Beans are sprinkled with cotija cheese.

Kids' Faves
Chicken Taquitos
Two taquitos and ranch dressing.

Mini Cheese Quesadilla

Made with or without charbroiled chicken.

Mini Bean and Cheese Burrito

Made with or without charbroiled chicken.

Sides
Smoky Queso Fundido
A spicy 8 oz., three pepper, cheese dip mixed with our own Salsa Roja. Served warm with our fresh made tortilla chips.

Pronto Guacamole
Appetizer portion of our handmade guacamole served with tortilla chips.

Side Salad
Romaine lettuce with tortilla strips, fresh Pico de Gallo and Cotija cheese.

Pronto Nachos
3oz. side of Smoky Queso Fundido and Chips

Handmade Guacamole
3 oz. side or 8 oz. side with chips.

Chips and Salsa

8 oz. side

Rice
8 oz. side

Beans
8 oz. side. Beans are sprinkled with Cotija cheese.

Rice and Beans Plate

Add to any entre. Beans are sprinkled with Cotija cheese.

Desserts
Churro
Double twisted Churros with Cinnamon sugar.