la Frontera In the News

Round Rock Leader

January 8, 2004

New restaurant bringing a fresh approach to Mexican food

Baja Fresh Mexican Grill on Monday announced the opening of its first restaurant in the Austin market. It is located in Round Rock in the Vintage Plaza shopping center, off of Interstate 35, near La Frontera.

In February, a second Baja Fresh will open in Austin.

Baja Fresh prides itself on its approach to freshness and flavor. The restaurant uses no freezers, no microwaves, no can openers, no MSG or lard, and only uses boneless, marinated chicken breast, and lean USDA choice steak for their burritos, tacos, ensaladas, and taquitos.

For its signature "Baja-style" fish tacos, it uses fresh fish. The self-service salsa bar at each location offers salsas freshly prepared several times daily using top-quality produce.

"Austin is growing...it's vibrant," said Greg Dollarhyde, CEO of Baja Fresh. "We believe our commitment to freshness and flavor, and our large variety of menu offerings will resonate with this eclectic community."

Baja Fresh, in the Mexican quick casual segment, has made unique food for more than a decade.

The recent introduction of two new menu items designed for one in seven Americans who follow high protein diets is an example of food innovation, which their customers have come to expect.

Steak Picado and Chicken Picado each have more than 65 grams of protein and less than 32 grams of carbohydrates, and are part of the recent introduction of the concept's newest "Lifestyle Choices" menu.

Last summer, Baja Fresh launched Lighten Up! — six items that are lower in fat and calories than traditional Mexican food.

The new menu was successful, prompting Baja Fresh to create additional recipes that are high in protein with fewer (or lower) carbohydrates than traditional Mexican fare.

The fresh ingredients and flavors earn Baja Fresh, according to Technomic, the highest ratings in their category for freshness and flavorful food.

The crisp contemporary black and white décor of Baja Fresh features a clean design, high-top tables and an exhibition kitchen, where customers can watch their meals prepared right in front of them. Festive Latin music provides an upbeat backdrop for the flavorful eating experience.

Baja Fresh Mexican Grill, owned by Wendy's, is the second fastest growing Mexican restaurant concept in America, with more than 270 restaurants nationwide.

With phone ahead, takeout and dine-in convenience, Baja Fresh offers a variety of made-to-order burritos, tacos, fajitas, enchiladas, specialties and salads, with a self-service bar offering hand-crafted salsas.

Prices range from $2.10 for a fish taco to $7.95 for a fajita platter.

Restaurant officials plan to open eight locations in the Austin area.