Tag Archives: Restaurants

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! 🙂

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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).

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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!

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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.

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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!

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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!

 

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‘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.

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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 yourself 😉 ).

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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.

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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.

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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.

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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. 😉

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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….

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And have fun at FRIDA this week!

FRIDA’s New Site Is Up And Running!

2 Mar

Big news everyone! Our website has gone through a major overhaul and is now completely redesigned to make the FRIDA experience even better.

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Visit FridaRestaurant.com and you’ll be able to learn about what goes into our amazing entrees. You’ll also be able to access details on our signature cocktails, our Sunday Brunch, our tasty desserts and the people behind FRIDA!

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We’ve got profile pics of the whole team and a nice backstory on our founder Vicente Del Rio and his inspirations for creating the restaurant. And that’s not all…There are also updates on our daily Happy Hour specials, details on upcoming events and a BRAND NEW FEATURE that lets you reserve your seating online.

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The site is completely mobile too and can be accessed just as easily from an iPad or Smartphone. So scroll through our amazing dishes, then head over to Beverly Hills or Westwood and enjoy some authentic Mexican Cuisine!

Music Miercoles At FRIDA Westwood!

30 Mar

We know the work week can be rough. So why not break it up with some lively music on Wednesday nights? That’s the philosophy behind Music Miercoles at FRIDA Westwood. We’re starting a brand new trend and giving Mexican food fans a little live entertainment right in the middle of the week.

From 830p – 1030p, we’re hosting independent bands with plenty of Mexican flair. A few weeks back, we welcomed La Revancha and had a whole lot of fun stirring up the Westwood crowd. Featuring the talents of Janell Escalera on violin and Mona Seda on trumpet, this group brought a nice acoustic vibe to our late night Happy Hour.

Want a taste of how they sound? Check out this YouTube recap.

Now imagine yourself sipping FRIDA Margaritas and enjoying yummy tacos with this talented group in the background. And don’t get us started on the Westwood dance floor. Bruins, westsiders, even our own bartenders showed off fancy moves when Revancha dropped by.

And you can too nearly every Wednesday night. Now keep in mind there are certain weeks the stage goes dark, but you can always call FRIDA Westwood before you drop by (310-209-0666) to find out who’s playing and what time they’re kicking off their set.

And keep following our Twitter and Facebook pages to learn about upcoming Music Miercoles artists. It’s a fun way to start the Spring and it’ll add some musical mojo to your dining experience!

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Stop By FRIDA Westwood For Sunday Brunch!

16 Mar

The fans asked for it and we’re ready to deliver. That’s right amigos, the famous FRIDA Brunch is back in session every Sunday from 10am – 3pm at our Westwood location. What does that mean? A nice helping of Ceviche, Quesadillas, Huevos, Tacos, Chilaquiles and more!

We know how important that last day of the week is. After working hard Monday – Friday (and spending Saturday running errands and shuffling kids to soccer practice), Sunday is the day when you deserve a little break. So why not save yourself the hassle of cooking a family breakfast or spending big bucks on tiny lunch portions? FRIDA’s Brunch isn’t just delicious, it’s easy on the wallet.

For just $20, you’ll get all-you-can-eat Ceviche, fresh fruit and salad, orange juice, FRIDA coffee, tamales…even a make-your-own-omelet station. There’s tons of stuff for the kiddies too, including finger foods and yummy desserts. And if you do happen to bring the little ones, keep in mind that children 5 – 12 eat for $12. Plus, kids five and under EAT FREE!

For those of you who enjoy a little pick-me-up at brunch, the FRIDA bar will be open too. We’ll be serving $5 Margaritas, Mimosas, Beer and Sangria. Plus if you pay $12, you’ll get an all-you-can drink VIP pass!

And last but not least, what would a FRIDA Brunch be without a little entertainment? That’s right, this is now a MARIACHI BRUNCH, which means you’ll get lively music to accompany your hearty meal.

GREAT music, GREAT food, GREAT prices AND you can spend Sunday afternoon in sunny Westwood Village. Does life get any better? We think not. Drop by FRIDA Westwood for a Sunday Brunch that can’t be beat!

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Fish Fridays, Easter Brunch & A Whole Lot More

10 Mar

Hola FRIDA fans, we thought things would slow down after the rush of Valentine’s Day, but we were absolutely WRONG! March is turning into a major month in the land of Mexican Cuisine, which made us want to share a few tidbits with you.

Tidbit #1: Fish Fridays

All of you Lent observers know about this sacred rule. Sticking to the strict fish diet every Friday until Easter can be tough to swallow. But with the options that FRIDA has in store, you’ll be wishing every day was seafood day. We already told you about our new Ceviche selections, but on top of that, we’re offering Halibut Primavera, Camarones al Tequila and our signature Pescado Tacos. Which, by the way, are also available at our sister FRIDA TACOS restaurants.

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Tidbit #2: March Madness

Calling out specifically to the FRIDA Westwood crowd, March Madness has become a very big tradition. This year, we’ll be offering Happy Hour specials, big screen HDTV’s and special discounts to anyone with a UCLA ID (Go Bruins!). And trust us, the farther our boys in blue and gold go, the more fun Westwood Village is going to get!

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Tidbit #3: St. Patrick’s Day

Good news all you Irish-blooded Mexican cuisine fans. St. Patrick’s Day falls on a weekend this year, which means you can enjoy endless FRIDA beers (or margaritas) without having to wake up for work the next morning. We’ll be turning on the green at both our Beverly Hills and Westwood locations this March 17, so come on by and celebrate St. Paddy’s “Verde Style.” And keep in mind, we’ll be working be several local taxi services to ensure that everyone has a designated driver.

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Tidbit #4: Easter Brunch!

One of our favorite traditions, Easter Brunch is back in full bloom at FRIDA. We’re actually putting together the special menus now, so stay tuned to our Facebook and Twitter pages for updates on which delicacies we’ll be serving (and where the eggs will be hiding). And make sure to invite the WHOLE familia. We love accommodating young ones, grandparents and everyone in between!

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Celebrate Valentine’s Day With FRIDA!

10 Feb

We’ve all done the heart-shaped candy boxes and red roses for Valentine’s Day. And as sweet as those gestures are, they can also come off a bit stale at times. That’s why your friends at FRIDA are inviting to spruce things up this Thursday with a romantic dinner for two at our Beverly Hills and Westwood locations!

For all of February 14, our FRIDA restaurants will be converted into Casas de Amor. That’s right, we’ll be lighting up the candles, setting a nice romantic ambiance and serving delicious appetizers (and desserts) that are made for sharing. And both of our locations offer unique “Date Night” options for you and your special someone.

In Beverly Hills, for example, you can stroll down gorgeous Beverly Drive, which will lead you right into Rodeo. Now we’re not sure how romantic you’re planning on getting this Valentine’s, but if diamonds are on your mind, there are plenty of upscale shops in the neighborhood.

FRIDA Westwood can offer more of a casual Valentine’s Day vibe. Our newest location is next to several impressive movie theaters, which can make for a great evening out (after you sample some delicious Mexican entrees, of course). Plus, there will be fixed menu options which can give you some great dishes at a reasonable price.

And while you’re at our restaurants, make sure to take advantage of our extensive wine menu. Couple your Arrachera Norteña with a Robert Mondavi, sip Chardonnay with Halibut Primavera, the choice is yours and the choices are all delicious!

So stop by FRIDA this February 14 and add some Spanish amor to your Valentine’s Day!

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Help Us Welcome The All-New FRIDA WESTWOOD!

28 Jan

In case you haven’t noticed, the FRIDA brand is expanding quite a bit in 2013. Not only do we have a new FRIDA TACOS location at the Westside Pavilion, FRIDA WESTWOOD will be making its official debut this February!

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Formerly known as CASA AZUL CANTINA, FRIDA WESTWOOD is continuing the traditions that you know and love from our Beverly Hills and Glendale locations. You’ll be able to enjoy the same delicious menus, sip on the same delicious tequilas and soak up the same colorful ambiance that has made our brand an L.A. staple.

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And now, we are much more geographically desirable to Mexican Cuisine lovers throughout the Valley and beach locations. Located at 10853 Lindbrook Drive, FRIDA WESTWOOD is right off the 405 Wilshire exit and smack dab in the middle of Westwood Village. It also has a gorgeous interior (courtesy of our friend Jose Antonio Gonzalez) and some of the best bartenders in SoCal.

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Fans of the old CASA AZUL are in for a treat too. FRIDA WESTWOOD will still be honoring Thursday “College Nights” and giving discounts to customers with UCLA ID’s. We’re also keeping the giant HDTV’s, so you can enjoy Happy Hour sports games and special events (like our Super Bowl Party on February 2).

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With an expanded FRIDA menu, the illustrious CASA AZUL ambiance and a lively atmosphere amid the movie theaters and boutiques, FRIDA WESTWOOD is truly the best of all worlds. So come on by, hand your keys to the valet and enjoy some of the finest Mexican Cuisine is L.A.!

FRIDA Gives Back…

6 Jan

Happy 2013 FRIDA fans! We hope you all had a safe and happy new year. As you can imagine, we had a very busy holiday season, with catering jobs, private parties and tons of Christmas tamale orders! But in between the long hours, we had the chance to do something that truly touched our hearts. Three days before Christmas, we handed out over 2,000 tacos to needy families at the Hope of the Valley Rescue Mission.

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Our founder, Vicente Del Rio, was there in his trademark FRIDA apron, cooking up yummy chicken and carne dishes (and posing for photo opps with happy fans). The CASA AZUL chefs made sure to drop by too and added their signature spices to every taco handed out.

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Of course, this special day wasn’t just about food. Hope of the Valley takes the charitable experience to a whole other level, with gift giving, live entertainment and big hugs from top L.A. celebs. And one of the biggest stars to drop by was the one-and-only Don Cheto! That’s right, El Hombre del Vozarrón stopped in and got the crowd roaring.

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He also had a great time with the FRIDA chefs, smiling for pictures and teaching them a few of his “Ganga Style” moves. And what would a holiday handout be without the one-and-only Santa Claus? Yup, Old St. Nick made an appearance too and even sampled a few of our Tacos.

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As you can imagine, this experience was the highlight of our holiday season and we hope to organize many more charitable events like this in the months to come. In the meantime, we highly recommend visiting the Hope of the Valley website to find out how you can help this wonderful organization.