Fresh Enterprises, a leading franchisor of Mexican casual restaurants in the U.S., including Baja Fresh and La Salsa, has appointed Los Angeles-based Brand Central as its agency of record. These are the first signings for Brand Central's new restaurant division.
Brand Central will extend the Baja Fresh restaurant into new product categories ranging from fresh refrigerated food offerings to salsas and condiments.
"In this economic climate, there has been a tremendous increase in restaurant meals eaten at home," says Ross Misher, chief executive officer of Brand Central. "Baja Fresh is a market leader in Mexican food and their popular offerings will translate seamlessly into a consumer products program at retail that will allow consumers to enjoy their Baja Fresh menu favorites at home."
