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Taco Del Mar drops anchor in Fresno
Beach-themed Mexican restaurant looking to establish more franchises in Central Valley.
The Fresno Bee
(Updated Monday, September 11, 2006, 6:34 AM)
The quick-serve Mexican food businesses is becoming more competitive.
The latest entrant is Taco Del Mar, a chain with almost 30 restaurants in California, including the newest in the Via Montaña shopping center at Champlain Drive and Shepherd Avenue in Fresno.
A second outlet is expected to open in about four months at Kings Canyon Road and Clovis Avenue, and the chain, which expands by selling franchises, eventually could have 10 restaurants in Fresno and Clovis, said Rob Wright, area developer.
The stores are smaller than most of its competitors, which means more outlets can be established in a region, he said.
Taco Del Mar pushes a beach theme and claims on its Web site: "Our specialty is our fish."
The ocean theme is part of what attracted T.J.Somal, who owns the Via Montaña franchise and plans three or four more in the area. He also liked the fact that the food is baked and steamed.
"People are more health conscious," he said.
The prospect of so many new quick-serve restaurants raises the question: Is this a market segment that could become glutted?
Chris Reidel, one of the owners of JimBoy's Tacos at Herndon and Willow avenues, said the chains have to set themselves apart. "Each has to develop their own taste and look and feel," he said. "No one comes close to our original ground beef taco. It's our signature item."
The Fresno Bee
Sanford Nax wrote Word on the Street.The reporter can be reached at snax@fresnobee.com or (559) 441-6495. |
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