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As a former restaurateur I find this fascinating. The restaurant is Tito's. Once white tablecloths and tray service, now it's tents and plastic chairs.

I stumbled upon this true survival story while Alonzo and I were going to eat lunch at their location in Tijuana. The sign was still up, but it was closed and had turned into a gym. We went to their Playas location. and were surprise to see lots of people sitting outside and eating in an active outdoor setting. I walked up to the restaurant door and poked my head inside- all the tables were set, but it was dark (a common energy saving practice) with no customers. I asked if they still serve food inside and he said: "You can, but it costs more". Hmmm. So we took a table outside where the "draw" is a huge Fish Tacos for 11 pesos- not even $1. By huge I mean you have to eat the top half with a (albeit plastic) fork before you can pick it up. Geniuses!

This owner did what very few Mexican business do- change their business model before they go broke. We talked with our waiter a great deal about this. He said the loss of the first restaurant in the hills of TJ was a blow to the family. They were struggling with the Playas location too. With the horrible economy continuing not enough diners were walking through the door. So they moved the restaurant outside to the parking lot to project value. No menus- sign boards. Plastic bags cover bright plastic plates. They capped it off with the Fish Taco draw. Not only are they still alive, they are thriving. They just opened another open-air restaurant in Rosarito near the palacio.

I like it when people and businesses can adapt and change. Look how many great places in Baja have closed their doors instead of offering value? I know the professional waiters miss serving beautiful food on trays instead of fish tacos on plastic plates- but they are making good money again. It's a lesson in economics many in Baja should consider. Survival is optional, change is inevitable- adapt or perish.

Google Maps

Here is a map

Mmmmm; that's a good-looking menú.

I'd go for a Pulpo Enchilado and a couple of (smoked?)Marlin Tacos right now!

Can you give us the Rosarito location, I would like to give them a try.

I'm salivating...

Originally Posted by larry

Can you give us the Rosarito location, I would like to give them a try.

Boulevard Benito Juarez # 31, 22700 Rosarito, Mexico ... Km 53 Carretera Libre Rosarito Ensenada, 22710 El Rosarito, Baja California

Originally Posted by Amigo Arizona

Boulevard Benito Juarez # 31, 22700 Rosarito, Mexico ... Km 53 Carretera Libre Rosarito Ensenada, 22710 El Rosarito, Baja California

I added Tito's Rosarito location to google maps yesterday but it won't show up in a search for few more days. It is across the toll road from McDonalds if that helps.

Thanks, everyone knows where the McDonalds is.

Originally Posted by larry

Thanks, everyone knows where the McDonalds is.

sadly.