Rockin' Baja Unveils Extreme Makeover


SeafoodSource staff

Published on
April 8, 2008

The beach-themed casual restaurant formally known as Rockin' Baja Lobster has reinvented itself with an updated menu, catchy slogan, revamped Web site, growth plans and new name: Rockin' Baja Coastal Cantina.

Inviting customers to "Eat, Drink and Be Baja!" the six-unit chain based in San Diego also announced its plans for 44 new franchise locations, starting with five openings this year.

"To stay ahead of the changing economy, we needed to be proactive and find ways to market the brand that will result in an increase of customers and interested franchisers," said founder Rick DiRienzo in a press release.

DiRienzo said "lobster" was omitted from the title to highlight the restaurant's comprehensive menu. The restaurant's signature Baja Buckets come full of chicken, beef, pork or seafood. New additions to the menu include "Outrageous Tacos" and a completely overhauled fresh salsa bar with warm corn tortilla chips.

Rockin' Baja's new franchises will establish the chain in areas like Montclair, Palm Beach Desert and Los Angeles, Calif.; Austin, Texas; and Biloxi, Miss.

Inspired by the flavors and the coastal tranquility of the small fishing village of Puerto Nuevo, DiRienzo launched the restaurant in San Diego in 1983. For an in-depth profile of Rockin' Baja, see the In the Kitchen feature in the May issue of SeaFood Business.

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