LA SALSA FRESH MEXICAN GRILL® REINVENTS “FRESH MEXICAN” GENRE
 La Salsa Fresh Mexican Grill has announced the introduction of a new line of menu items, signaling a creative transformation for one of the nation’s fastest-growing quick-casual restaurant concepts. Having pioneered the now-popular “fresh Mexican” genre in 1979, La Salsa is taking the category to the next level by focusing on bold, complex flavors designed to appeal to today’s sophisticated consumer. The new flavor profiles were developed after years of comprehensive research and consumer testing, which indicated that the public is primed for a more adventurous and flavorful dining experience.
“As the tastes of today’s consumers have evolved, we have worked to keep up with them -- and stay ahead of our competitors,” said Mike Liby, La Salsa’s executive vice president. “This paradigm shift in our menu will begin taking shape in the summer of 2004 under the watchful eye of our Executive Chef Jeff Clark.”
La Salsa’s quest to reinvent the fresh Mexican genre is the result of an ongoing series of pilgrimages to various regions of Mexico where Clark and Liby explored and evaluated new culinary ideas. Chef Clark says these experiences included traveling to regional mercados (open-air shopping meccas) to see, smell and taste a wide range of native flavors; meeting with local chefs to explore dining trends; and visiting the homes of many locals to learn about the culture.
Among La Salsa’s new creations:
· STUFFED FAJITA QUESADILLA -- This flavor-rich entrée features a chipotle-laced tortilla stuffed with a blend of aged cotija, Jack and cheddar cheeses; cilantro; grilled fajita-style vegetables; generous amounts of grilled and marinated chicken or steak; and a new ancho chile-flavored sauce. The item is topped with Mexican spices and herbs and served with guacamole, sour cream and salsa Mexicana.
· FRESCA PLATTER -- Available with either grilled chicken or sirloin steak, this entrée consists of La Salsa’s new Salsa Casera and an assortment of grilled fajita-style vegetables that are topped with ancho chile sauce and a blend of Jack and cheddar cheeses. The dish comes with sour cream, guacamole, Salsa Mexicana and a Romaine salad that is sprinkled with cotija cheese and Salsa Mexicana and served with chile lime dressing on the side.
· SALSA CASERA -- This new salsa is a pure blend of red chile spices derived from peppers grown across central and southern Mexico.
· CHILE DE ARBOL -- Though ubiquitous in Mexico (found primarily in Jalisco, Michoacan de Ocampo and Guanajuato), this vibrant salsa is made from charred onions, roasted tomatillos, dried chile de arbol, oregano, cumin, black pepper and fresh cilantro. The sweetness of the roasted vegetables combined with the tartness of the tomatillos result in a “yin and yang” character to the salsa.
· ANCHO CHILE SAUCE -- This bold new sauce is created from dried poblano peppers and characterized by a mildly spicy flavor and smooth, sweet tones.
Experts are praising La Salsa’s menu evolution and the use of bold flavors including food expert and best selling author Nancy Zaslavsky, “The direction in which La Salsa is heading is a solid one. La Salsa has prepared some very interesting new dishes that, in my opinion, will keep it’s customers returning again and again.”
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