Chevys Fresh Mex doesn’t want to be the same chain it was a few years ago, saddled as it was with poor food quality, a rotating roster of owners, a struggling service staff and an outdated brand.
But its parent company, Cypress-based Real Mex Restaurants, exited Chapter 11 bankruptcy last week after a group of investors acquired an 85% stake in a $129-million deal.
On the heels of the restructuring, Chevys president Brian Wright says the 26-year-old chain is in the midst of a heavy makeover. A new lunch menu with items such as rice bowls and grilled pineapple salsa has cheap prices and fast turn-around time – a key distinction for the casual sit-down company when fast-casual rivals such as Chipotle threaten to poach customers.
“We’re always worried about competition,” Wright said. “But customers now can go to fast food and our price point could still be competitive.”
Former classics that had been removed from the menu to save costs, such as the brie quesadilla with apples and the seafood enchiladas, are coming back. Portion sizes are bigger. More traditional Mexican foods, such as standard issue burritos, were removed.
Read the rest of the article at The Los Angeles Times
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