David takes on Goliath in Value Wars

Baja Sol beats competitors on value to consumers

May 21, 2008 // Franchising.com // INVER GROVE HTS, MN – Minnesota-based fresh Mexican chain Baja Sol Tortilla Grill has launched a new "No Bueno, No Brainer" advertising campaign promoting its strong value in the Mexican food segment. Using a series of in-store ads and mailers, the campaign goes head to head against Baja Sol's biggest competition, highlighting Baja Sol's better value for consumers.

"People are spending $75 to $100 just to fill their gas tanks every week so they can get to work," said Bridget Sutton, President of Baja Sol Restaurants Group. "We want people to know that Baja Sol offers great value and unparalleled quality in fresh Mexican food."

A key feature to Baja Sol's value is their award-winning Free Chips and Salsa bar, included with every entrée purchase at no extra charge. Guests can choose from eight salsas and hot tortilla chips made fresh in the restaurants every day. The Free Chips and Salsa Bar is a cornerstone of Baja Sol's concept, one that sets Baja Sol apart from the competition.

"Baja Sol's Free Chips and Salsa Bar is a big reason why our customers are so loyal," continued Sutton. "No other concept out there does what we do. We develop our own recipes, we make them from scratch, we provide better quality and variety than our competitors, and we include it all free for our guests."

A price analysis of fast casual Mexican chains in the Twin Cities reveals that Baja Sol's prices are indeed lower than the leading competition. For example, a chicken burrito, large soda, and a single order of chips and salsa sets you back $8.94 at Chipotle.[1] At Baja Sol, a Grande chicken burrito, large soda, and the unlimited chips and salsa bar are just $7.58.[2]

Baja Sol cites high food quality and exceptional value as the reasons why Baja Sol is experiencing a very strong year while some other concepts are struggling in the soft economy.

There are currently 10 Baja Sol Tortilla Grills and one Baja Sol Cantina (a full service concept) in Minnesota. More franchised Baja Sol Tortilla Grills and Baja Sol Cantinas will be opening this year in Minnesota, Illinois and Ohio.

"In this economy, everyone needs to get more for their money," said Sutton. "We offer guests better value than the competition, and we offer franchisees better value as well. Our "No Bueno, No Brainer" ad campaign shows that Baja Sol really is the best fresh Mex under the sun."


  1. Price based on base Chicken Burrito at $5.85, Large Soda at $1.69, and a regular order of 2 oz. chips and 2 oz. of salsa at $1.40 purchased at the West Saint Paul, Minnesota location on April 30, 2008.

  2. Price based on base Grande Chicken Burrito at $5.99, Large Soda at $1.59, and free unlimited chips and salsa, based on pricing at Baja Sol Tortilla Grill corporate units.


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