Baja Fresh Appoints New C E O

Baja Fresh Mexican Grill, operated by fast casual franchisor Fresh Enterprises LLC, which also operates La Salsa Mexican Grill and Canyons Burger, has announced that Chuck Rink has been appointed to the position of CEO. Rink will take over all responsibilities of David Kim, who has left the company, effective immediately. Rink has served as president of Fresh Enterprises LLC since January 2008 and will now carry the title of president and CEO.

As CEO, Rink will focus on improving the performance of the Baja Fresh brand by focusing on the importance of the customer experience in each and every restaurant and by improving the design and execution of the products served.

"While we recognize the challenges of our competitive environment, the brands have strong consumer recognition and are situated in today's most exciting restaurant business segment," Rink said. "I firmly believe the strengths of the brands we serve will enable us to succeed in improving the value of each customer experience, our franchise businesses and the overall company." David Kim, who served as CEO of Baja Fresh beginning in November 2006, has left the company to pursue other personal interests.

Baja Fresh also announced the grand opening of its second location in Pleasanton, Calif. The 2,000-square-foot restaurant is owned and operated by Anil Ahuja, who has been in the restaurant industry for five years.

The new restaurant encompasses Baja Fresh's latest contemporary restaurant design through the use of natural wood, stone and warm colors, in addition to a more accommodating seating plan.

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