Founded in 1990 and headquartered in Thousand Oaks, Calif., Baja Fresh (http://www.bajafresh.com) operates or franchises 289 restaurants nationwide, all featuring its fresh Mexican-inspired food, made to order and served in a hurry.
BrandMill helped lead Baja Fresh’s initial franchise expansion into Pennsylvania. To effectively launch a new restaurant brand, BrandMill promoted the unique restaurant experience of the franchisee team (former McDonald’s franchisees and a father and son team) and the “fast casual” nature of the Mexican food brand to drive considerable media coverage which led to significant favorable brand awareness, sales and transactions. Working closely with a father and son franchise team, BrandMill helped them carve out a unique marketing niche with a wide variety of public relations, media relations, pricing and promotional strategies and open three successful restaurants. After a few years, the family wanted to sell and break its long-term franchise agreement to retire from the restaurant business – costly and difficult to do – however, because of the marketing and operations success of the Baja Fresh brand throughout the Pittsburgh region, the parent company gladly bought back the franchisee rights.