Baja Fresh to Open Four Additional New York City Locations

Franchisee Signs on to Open Four More Restaurants in 2010

Baja Fresh Mexican Grill, the quick-casual fresh Mexican chain, is excited to continue its expansion in 2010 with the opening of four locations throughout the Midtown area of Manhattan. The new restaurants will be outfitted in a contemporary, intimate décor, perfect for dine-in guests or those on the go. The order counter will feature a menu board that promotes customization, and the nearby salsa bar will host six salsas made fresh everyday, all day. Guests will be able to enjoy the dining area equipped wooden chairs and tables with Caesar Stone tops, while the use of warmer paints will create an upscale casual dining ambiance.

The four new restaurants will be owned and operated by 8 year industry veteran Neil Seth; with his father, Subash Seth, and Ed Chen remaining active partners. Seth currently operates two high profile Baja Fresh locations in Midtown Manhattan on Lexington Avenue, and in the Times Square area. He is also an investor in the Rare Bar and Grill, a high end burger restaurant with a rooftop bar, with their flagship location soon to open in the new Chelsea Wyndham Hotel. Neil Seth graduated from Wesleyan University with a degree in Economics and furthered his education by pursuing a Master’s Degree in Finance at University of California Berkeley. Neil noted that his ‘first experience eating Baja Fresh was when I attended Berkeley.’ After an 11 year stint on Wall Street, Seth decided to ‘take a break from finance and bring Baja Fresh to New York.’ Baja Fresh President Charles Rink stated, ‘Neil and his partners have made a significant effort to grow the Baja Fresh brand in New York City. We are thrilled to partner with them in 2010 with the opening of four more restaurants in the area.’

Founded in 1990 and headquartered in Cypress, Calif., Baja Fresh operates or franchises 283 restaurants in 28 states.