Congratulations To The Class Of 2015!

16 May

Hola FRIDA fans,

It’s hard to believe that graduation time is upon us again. This truly is a fantastic time of the year. The days are longer, the weather is warming and FRIDA becomes a very festive graduation destination.

That’s right, every year we open our doors to college, high school and even junior high grads as they gather the family and celebrate their accomplishments. We can build custom menus, rent out sections of the restaurant or just fire up a congratulatory tres leches cake!

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We also become quite busy on the catering side, bringing family-style platters to homes across the southland. Whether is a backyard buffet, a giant recital hall or a quiet gathering of family and friends, we can accommodate meals of every size and are happy to deliver!


Our Beverly Hills restaurant fills up quickly with families from schools like USC, LMU and Pepperdine. And if the lucky grad happens to be over 21, our master bartenders can certainly turn their special night into a major fiesta!


FRIDA Westwood has become the go-to spot for UCLA grads, though they’ve still got a few more weeks until commencement. Nevertheless, we invite families to book their spaces early and ensure everyone has the perfect celebration. We can even rent out the entire restaurant if you want to “go big” for your 2015 superstar.

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So give us a call at (310) 278-7666 in Beverly Hills or (310) 209-0666 in Westwood. And if you want some special catering, reach out at (310) 278-0666. We would LOVE to celebrate this next great milestone with you and kick off an incredible SoCal summer!

Celebrate Cinco De Mayo With FRIDA

4 May

Feliz Mayo FRIDA friends!

Summer is almost here and one way we like to kick off the new season is with a daylong Cinco De Mayo celebration! Every year our restaurants bring in great crowds for this traditional Mexican holiday.


With Happy Hour cocktails and delicious appetizers, we open up the bar to partygoers from all over LA. At Westwood, Cinco has become a major college hotspot (because don’t forget, we offer UCLA ID discounts). It’s also a time to crank up the sound system for classic Mexican singalongs and HDTV specials. Plus, Westwood has become a great place for the Santa Monica after work crowd. We welcome large parties and have plenty of booths for “family style” entrees.


In Beverly Hills, we’re highlighting more of a slower-paced dining experience. Here, you can enjoy a Cinco de Mayo “date night” or a casual evening with friends. Our wait staff will give you plenty of choices if you’re looking for a hearty traditional meal. Options like Mole Poblano, Cochinita Pibil or Arrachera Nortena will offer a fantastic sampling of the flavors of Mexico.


And let’s not forget the true meaning behind Cinco De Mayo. It recognizes an important event in the Mexico’s history (specifically its victory against the French in the Battle of Puebla). 2015 marks the 153rd anniversary of that day and, as you’re well aware, America has gone on to embrace it with parades, festivals and lively parties. We would love for you to celebrate May 5th with us and to raise a glass for the start of a beautiful season!

Dancers participating in the Cinco de Mayo Festival in downtown Denver.

Join FRIDA TACOS For Tacolandia 2015!

19 Apr

June 6 may seem far away now, but time flies VERY fast. That’s why we’re encouraging all of our FRIDA fans (and all Taco fans for that matter) to grab their advance tickets for Tacolandia 2015!


FRIDA TACOS is extremely proud to be a participant in this amazing event, which gathers over 80 vendors and celebrates the art of signature Mexican cuisine. Several of our Taste of Mexico amigos will be there too, including Coni’ Seafood, La Monarca Bakery, Loteria and Mexicali. And if you’re wondering what will be on the FRIDA menu, prepare yourself for endless plates of pollo, carnitas, steak and cochinita pibil!

Tacolandia is also putting a big emphasis on FUN, with live mariachi music, cocktails and a special awards celebration honoring LA’s best vendors (don’t forget to vote for FRIDA๐Ÿ˜‰ ). If that wasn’t enough, attending Tacolandia also helps a very good cause. This year, a portion of every ticket sold will go to benefit the El Pueblo Park Association, which honors the historic culture of Los Angeles.

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Tickets are definitely moving fast and, if you get yours soon, you can still benefit from an Advanced Sales discount. Check out the LA Weekly’s Tacolandia page for details and make sure to join us at El Pueblo de Los Angeles on June 6. It’s going to be a very TASTY event!

The Story Of FRIDA

8 Mar

For the record, we love getting feedback from our fans on social media. And one question that continues to come up is about the “history” of the restaurants. Where did they originate from? How did FRIDA get started? Well, the FRIMEX Blogs are a perfect forum to address the questions and that’s what we plan to do right now!๐Ÿ™‚


As you probably know, the visionary behind FRIDA’s restaurants is Vicente Del Rio. Born and raised in the central valley of Mexico, he grew up on the country’s traditional recipes. Vicente’s passions stemmed from authentic entrees like Chile en Nogada, Tacos Del Guero and Mole Poblano (just to name a few).


And he didn’t just enjoy the taste of these delicacies, he enjoyed the “science” behind them. That is to say, the intricacies that went into every dish (every spice, every corn kernel, every poblano). So by the time Vicente was a university student in Mexico City, he was already running his own small taqueria!

It was during this time that the earliest FRIDA concept was born. While in Mexico, Vicente began searching for a visual component to complement his growing restaurant businesses. Something artistic, yet tied to the country’s culture and cuisine. The answer: Frida Kahlo!


Though you may not know it, Frida Kahlo was an amazing cook and greatly valued the ingredients and flavors of Mexican cuisine. She also represents some of the country’s finest traditions and helped it gain international recognition through her art and expressionism. So when Vicente ultimately moved to Los Angeles and launched his restaurant in Beverly Hills, he never forgot the magic of FRIDA!

In 2002, everything took shape. The first restaurant opened on Beverly Drive, taking Vicente’s mission to blend great food, great art and great customer service. Soon critics and fans alike were spreading the word. It even became a hot spot for local tourists and LA celebs.


The menu, of course, is what sealed the deal and brought people back over and over again. So after 10 great years running the Beverly Hills restaurant, Vicente decided to expand FRIDA to Westwood (originally known as CASA AZUL); carefully picking a location in the heart of the Village. What made this location unique was that it allowed for a larger dining room, a bigger bar and more HDTV’s! Before long, FRIDA Westwood became a haven for sports events, happy hours and an all-you-can-eat brunch!


Which leads to the next big question: After two successful FRIDA locations, will there be a third? Never say never! Vicente is clearly not finished with his passions and if you ever see him at the restaurant, feel free to say hi and share your thoughts.

Who knows? You may have the next idea for FRIDA Restaurant #3!


Let FRIDA Cater Your Super Bowl Party!

28 Jan

Calling all football fans!

The Big Game is just a few days away and if you’re looking for the perfect menu during the Seattle/New England showdown, we highly recommend a kitchen stocked with FRIDA!


Over the past few years, our CATERING Division has been actively contributing to LA Super Bowl parties. From the large scale backyard BBQ’s, to the intimate gatherings in front of big screen TV’s. We can accommodate orders of any size and offer a full variety of tacos, enchiladas, burritos and more!


And as far as appetizers go, no one can top FRIDA’s homemade tortilla chips blended with spicy red and green salsa. We also offer large orders of custom guacamole and some AMAZING queso fundido for NFL nacho fans.๐Ÿ˜‰


Of course, the restaurants will be open too and broadcasting the Big Game on multiple HDTV’s. So if you’d prefer to skip hosting duties and just enjoy Happy Hour cervezas at our bar, so be it! However you want to celebrate the Super Bowl, FRIDA will be there to help!

Reach out to us at (310) 278-0666 to find out available Catering options and have fun watching the drama unfold on Super Bowl Sunday!

‘Tis The Season For FRIDA CATERING!

6 Dec

Feliz Diciembre!

We have officially entered the holiday season and, with just a few more weeks until Christmas, the time is perfect for hosting a party catered by FRIDA! Whether it’s for the office, for family members or just an intimate gathering of friends, we can accommodate fiestas of every size.

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One of the great benefits of living in California is the December sunshine. And (other than the slight rainfall we had last week) we have actually hosted several outdoor catering events this time of year. Our founder Vicente was on hand for a recent corporate buffet, which utilized custom enchilada platters. As you can see below, every job is entirely unique and we are more than happy to tailor a menu to your needs.


For offices, we have created unique appetizers that highlight FRIDA ceviche, chicken quesadillas and even our trademark margaritas.

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Christmas is an ideal time for tamales and you can bet that our kitchen will have plenty of prepared platters for the Nochebuena celebrations. We can even do them as take out orders (in case you want to fool the family into thinking that you cooked them yourself๐Ÿ˜‰ ).

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FRIDA CATERING delivers throughout the greater Los Angeles area and guarantees a prompt and efficient experience. And if you prefer restaurant holiday parties, we can arrange that too. Sections of our Beverly Hills or Westwood dining rooms can easily be siphoned off for big groups or you can reserve the whole place for an evening.

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The same goes for New Year’s too. Did you know that FRIDA CATERING can arrange for one of signature bartenders to come to your home and create custom NYE cocktails? It will certainly add to the fun once the giant ball drops!

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So whatever holiday festivity you have in mind, make sure to keep FRIDA CATERING on your radar because we’d love to make your celebrations a lot easier and full of great flavor.

Click here for a full FRIDA CATERING menu or reach out to us at (310) 278-0666 for more details.

Feliz Navidad!

Happy Halloween Week!

26 Oct

Hello FRIDA friends…or shall we say, FRIMEX friends!

That’s right! In case you haven’t noticed, we’ve made a slight update to the blog. Now, we will be sharing updates on behalf of FRIDA’s parent FRIMEX Hospitality Group, which includes FRIDA TACOS, FRIDA CATERING, DIEGO TACOS and the TASTE OF MEXICO! Basically, this will be your one stop shop on all things FRIDA-related. And speaking of which, we thought we’d kick off the first official post with a Happy Halloween theme.


Yes, it’s hard to believe that we’re less than one week away from All Hallow’s Eve. And as you start planning your parties and trick-or-treating events, we wanted to make sure you were informed on the fun things our restaurants have in store.

is offering some fantastic options for those of you with younger Halloween fans. Our Brentwood Country Mart location will be hosting a Thursday early Trick-Or-Treat night, with cookies, candies and ice cream. As always, our Taqueria will be front and center; complete with themed decorations and delicious Mexican options for the hungry haunters.


FRIDA TACOS Westside Pavilion will have some great options too, with Mall giveaways on October 31. This event runs from 5-7p and is certain to be a safe and fun option for westside parents.

Our FRIDA restaurants will be taking the Halloween festivities two steps further, with themed decorations for the Nov 1 and Nov 2 Dia de los Muertos celebration. Also known as “Day of the Dead,” DDLM is a huge Mexican holiday and we will be honoring it with our own calaveras and ofrendas.๐Ÿ˜‰


And on Halloween night, drop by either Beverly Hills or Westwood. We’ll be open until 10pm and serving Happy Hour drinks and appetizers for the grown up costumed crowd.

One other option is to reach out to FRIDA Catering. If you happen to be hosting any Halloween events at home or at your office, we can come and provide an endless supply of Mexican treats. Cocktail options can be worked out too if you want your Halloween Fiesta to go late into the night. Several packages are available, which you can learn more about by contacting our team at (310) 278-7666.

We would love to celebrate this festive occasion with you, so pick out your favorite costume….

โ€œFrida on White Bench,โ€ photograph by Nickolas Muray, 1939. Submitted image

And have fun at FRIDA this week!

Thanks To Everyone Who Celebrated TASTE OF MEXICO With Us!

29 Sep

Hello FRIDA Friends,

The 4th annual Taste Of Mexico Event has come and gone and WOW, what an amazing event it turned out to be! First off, thank you to everyone who came to celebrate with us. The response was overwhelming, with thousands of Mexican food connoisseurs descending upon downtown’s La Plaza de Cultura y Artes throughout the day and night. This year marked the first time that we extended the hours into the afternoon and we look forward to doing it again.


The new afternoon picnics allowed for more families to participate and created a unique Farmer’s Picnic experience with plenty of opportunities to interact with Vicente and the chefs from TOM’s partner restaurants.



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And for those who love to dance and party, the evening festivities did not disappoint! A Poco No owned La Plaza’s stage, churning out Mexican-inspired rock songs throughout the night. It was amazing to watch the grounds transform into a lively dance floor, full of smiles, cheers and great energy.


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As for the participants…Every station was jam-packed! Fans crowded for fresh ceviche, homemade tortas, and amazing desserts, which ranged from crispy La Monarca sweet bread to juicy Artesana Pops paletas.

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We were extremely humbled by the outpouring of support shown to FRIDA. We ended up hosted two separate stations; one specializing in moles and one with traditional tacos. The big smiles, heartwarming compliments and station #selfies truly made our night, getting us face-to-face with old friends and several new ones!



It is also important to thank friends like the esteemed Mexican General Consul, Carlos Sada, who, for the second year in a row, took time out of his schedule to inaugurate the event.

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Our friends at Univision LA also played a huge part in TOM’s success, publishing tweets and inviting us on their programs.

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Believe us when we say this is only the beginning! Expect more TOM announcements in the months to come and continued celebrations of the food and culture of Mexico!

New Details On TASTE OF MEXICO 2014!

17 Aug

Hello FRIDA fans!

As you’re probably well aware, we’ve got another amazing TASTE OF MEXICO event lined up for September 27. Just like every year, it promises some of the finest Mexican cuisine in southern California with restaurants like La Casita Mexicana, Guelaguetza, La Monarca and, of course, FRIDA all participating. There will also be plenty of new partners this year, including Tecate, Aguacates de Mexico and Las Palmas. Plus, local favorites like Yuca’s, Loteria, Mexicali and MexiKosher, among others. But beyond that, we’ve created special new features for families and high-end food connoisseurs.

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This year, TOM will be offering a special Farmer’s Market Picnic Brunch, which will includee cooking demos and a full wine garden. It will also have unlimited tastings from all of the restaurants at a lower price point than the evening ticket.

The dinner and cocktail event promises to be even more amazing that years’ past, once again utlizing the beautiful landscapes of downtown’s La Plaza de la Culturas y Artes. From 7p-11p, you can mingle with the chefs from all of our partner restaurants, learning recipes and testing out new menu items. There will also be a Mexico Tequila Bar, beer gardens and live music from A Poco No! Artist Ernesto Yerena will be on site too, displaying his visual masterpieces.

Now if you want the best of both worlds, we can certainly arrange that too. This year’s VIP All Day Pass costs just $20 more than the traditional ticket and will grant you access to the Picnic Brunch AND the Dinner Event. There will also be early admission access and special gift bags.

Our founder Vicente Del Rio will be on site for both events, sharing his insights as a Mexican master chef and a restauranteur. CLICK HERE for details on tickets and watch the clip below for a look back at some of the best moments from 2013!

3rd Annual Taste of Mexico from Jaime Alexander Ballesteros on Vimeo.


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Join FRIDA This Saturday For A Special Performance From EL JAVI!

6 Aug

Hello FRIDA friends,

This week, we have some very special news to share. On Saturday August 9, acclaimed flamenco fusion band El Javi will be giving a special live performance at FRIDA Westwood. Starting at 8:30pm, you will be able to see the talents of Javier “El Javi” Gutierrez and Jordi Marin. We promise, this will be an unforgettable musical experience (as illustrated in the clip below).

These amazing artists have toured around the world, earning fans in Latin America and throughout the west coast. We are thrilled to be hosting them for a night of live entertainment. And for the record, we’re making sure our Westwood floor has plenty of room for flamenco dancing.

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There will also be Happy Hour specials throughout the night, as well as delicious plates from the FRIDA kitchen. Come for a hearty dinner, come for light appetizers, or just come for a cocktail and a fantastic local concert. We like to think of this as a great way to celebrate summer and the start of several live FRIDA events to come!


FRIDA Westwood is located at 10853 Lindbrook Drive in the heart of the Village. We’ve got valet parking available and will be happy to accommodate large parties. Just make sure you’re in the doors by 8:30pm because we’d hate for you to miss a minute of the fun!

See you this Saturday!