What Happened to Old Menu Baja Fresh?

In recent years, Baja Fresh has undergone significant changes to its menu, testing a prototype restaurant in Irvine. However, following the acquisition of the brand, rival chains with similar strategies and faster service gained popularity among diners. Chipotle Mexican Grill and Jack in the Box's Qdoba Mexican Grill are two examples of chains that drew attention away from Baja Fresh.

When Wendy's acquired Baja Fresh, which was previously based in Thousand Oaks, the fresh-Mex chain was considered one of the hottest concepts in the fast-casual segment. Wendy's hoped to boost its earnings by purchasing Baja Fresh. However, just four years later, a consortium led by an Anaheim investor purchased Baja Fresh for $31 million - significantly less than the $245 million that Wendy's paid for the brand.

The acquisition of Baja Fresh was part of Wendy's growth strategy and aimed at building a larger and better organization for the future. In 2019, MTY Food Group, a Montreal-based company with ties to Pinkberry and Cold Stone Creamery, acquired BF Acquisition Holdings, which operates 162 Baja Fresh restaurants and 23 La Salsa Fresh Mexican Grill locations. As part of the deal, MTY assumed ownership of BF Acquisition Holdings.

The acquisition is part of MTY's strategy to accelerate its growth in North America. The company will be moving its corporate offices to Scottsdale, Arizona, which is also the headquarters for Kahala Brands. With this acquisition, MTY Food Group will gain control over several quick-service restaurants in Canada and the U.S.

In conclusion, Baja Fresh has undergone significant changes since its early days as a popular fresh-Mex chain. The brand's acquisition by Wendy's and later by MTY Food Group marks an important chapter in its history. With MTY at the helm, it will be interesting to see how the brand evolves in the future.

Old menu baja fresh