News

Baja Fresh opens 6th franchised unit, shifts strategic gears

July 20, 2009

Baja Fresh Mexican Grill continues to push its franchise development with the opening of a location inside California's Hilton Anaheim. The location marks the brand's sixth franchise operation.

The new Baja Fresh Express is located inside the Hilton Anaheim food court next to the Anaheim Convention Center. The 750-square-foot restaurant is owned and operated by Vincent and Winnie Yee, who also own and operate a number of additional restaurant and retail businesses.

San Diego-based Baja Fresh is undergoing some strategic challenges despite the Anaheim opening. According to an article in The Columbus Dispatch, the chain has closed at least 20 under-performing locations since April, including all of its Ohio restaurants.

It also has unvelied an upscale prototype in Irvine, Calif., that features a salsa bar, Kogi tacos (Korean-style BBQ) and the offering of alcoholic beverages such as margaritas and Mexican beer.

Baja Fresh has 283 units and is owned by Fresh Enterprises.