Poised for worldwide growth: Baja Fresh and La Salsa have strategic plans for expansion throughout the U.S. and into international markets

Nation's Restaurant News,  Dec 10, 2007  

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Thousand Oaks, Calif.-based Baja Fresh Mexican Grill, voted the Platinum award-winning Mexican Chain in America by Restaurants & Institutions, announced Baja Fresh and La Salsa Fresh Mexican Grills have laid out strategic plans for growth and are poised for expansion throughout the United States and into international markets.

Under new ownership, the company will focus its expansion efforts on strategic markets, including California, Florida, Georgia, Illinois, Missouri, Nevada and Washington D.C., to name a few and on growing

the company internationally.

A WIN-WIN

"Baja Fresh and La Salsa are strategically focused on growing into new markets and on an international scale whether through franchise opportunities or new locations," said James Walker, president of Baja Fresh. "With our new restaurant designs encompassing a smaller footprint, we are now able to deliver our product to the customer with the freshness and quality they expect without paying for excess space, which is not being fully utilized. It is a win-win for all parties--the customer and us."

In addition to its traditional approach to expansion, Baja Fresh has developed a new model restaurant that encompasses a smaller footprint, allowing the company to enter new markets such as airports, colleges and universities with new locations that encompass a mere 675 square feet.

PARTNERED WITH HMSHOST

To help the company capitalize on these market opportunities, the company has recently partnered with HMSHost. Based on this relationship Baja Fresh is now the preferred fast casual Mexican food chain and is available as part of HMSHost's airport and motorway operations across the United States. The initial outlets are slated for Los Angeles International Airport and the Pennsylvania Turnpike.

Baja Fresh and La Salsa are also focused on making locations more cost efficient and effective to aid in the company's growth. Baja Fresh has downsized its restaurant design to approximately eighteen hundred square feet.

The restaurant design of both Baja Fresh prototypes allows for flexibility in the design and construction phases, which supports access to multiple retail configurations.

They include:

* Baja Fresh: 1,200 to 2,000 square feet;

* Baja Fresh Express: 675 square feet located in food courts, airports, theme parks, casinos and colleges and universities.

ITEMS MADE-TO-ORDER

Baja Fresh has been serving deliciously fresh, high quality, Mexican food that is prepared in a quick casual atmosphere since 1990. Baja Fresh offerings were designed to satisfy diners who were tired of traditional fast food. Baja Fresh is a quality alternative to fast food and casual dining choices. More than 40 items are made-to-order and feature boneless skinless chicken breast tenders, steak, top-quality produce and fresh salsas.

Baja Fresh restaurants also feature an "all-you-can-eat" self-service salsa bar. Baja Fresh uses No Microwaves, No Can Openers, No Lard, and No M.S.G.[R] in the preparation of its food.

STYLE OF MEXICO

La Salsa offers personalized service and features freshly prepared menu items made without lard, preservatives or artificial additives. In 1979 La Salsa first opened as a chain of Mexican "taquerias." Today, La Salsa owns and operates an expanding chain of quick, casual restaurants specializing in tacos, burritos and other items served in the style of Mexico.

La Salsa makes everything fresh to order. Each item at La Salsa begins with the freshest, quality ingredients. La Salsa uses only the highest quality proteins, sirloin steak, bone-less skinless chicken breast, fish and shrimp. The assortment of fresh ingredients, spices and sauces bring out layers of flavors in a variety of classic and contemporary menu items.

La Salsa is known for its unique proprietary sauces including a Baja sauce, a robust Roja sauce, an Ancho-Chile sauce, and its famous tangy Chile-Lime dressing. There are also seven varieties of salsa to choose from, which feature fresh cilantro, onions and spicy carrots.

The restaurant design of all four prototypes allows for flexibility in the design and construction phases, which supports access to multiple retail configurations.

The prototypes include:

* La Salsa Express: 675 square feet located in colleges and universities, food courts, theme parks, airports and casinos;

* La Salsa Grill: 1,200 to 2,000 square feet;

* La Salsa Cantina: 2,200 to 3,200 square feet and serves alcohol;

* La Salsa Restaurant: 3,500 to 6,500 square feet features a full service, white table-cloth restaurant with a bar and an executive chef.

[ILLUSTRATIONS OMITTED]

Company Name:         La Salsa                 Baja Fresh

Contact:              Craig Hopkins VP,        Craig Hopkins VP,
                      Franchise Development    Franchise Development
                      and Real Estate          and Real Estate

                      Kelly Burns              Kelly Burns
                      Franchise Development    Franchise Development
                      and Real Estate          and Real Estate
                      Coordinator              Coordinator

Address:              100 Moody Court, Suite   100 Moody Court, Suite
                      200 Thousand Oaks, CA    200 Thousand Oaks, CA
                      91360                    91360

Phone:                805.367.0423             805.495.4704
                      Craig Hopkins Ext.       Craig Hopkins Ext. 1307
                      1307                     Kelly Burns Ext. 1204
                      Kelly Burns Ext. 1204

Email:                chopkins@lasalsa.com     chopkins@bajafresh.com
                      kburns@lasalsa.com       kburns@bajafresh.com

Website:              www.lasalsa.com          www.bajafresh.com

Years in Business:    Since 1979-28 years      Since 1990-17 years

Number of Current     100                      288
Units:

Area of Operations:   Throughout the U.S.      Throughout the U.S. and
                      and opening stores       opening stores
                      International            International

Looking to Expand     Nationwide and           Nationwide and
Into the following    International            International