San Francisco flare meets México City at Brickhouse
México City, MÉXICO – México’s largest multi-concept restaurant,
cafeteria and bar operator, CMR, has recently announced that it will be
opening a new location for its Brickhouse chain. The new Brickhouse
will be located between the new Fiesta Americana and Fiesta Inn Hotels
in the Santa Fe-area of México City.
Due to open in fall/winter of 2006, Santa Fe’s Brickhouse will keep its
traditional 1930s San Francisco feel, but will host a brand new concept
and an innovative design complete with a beer garden and veranda.
CMR has invested more than $1 million (11.5 million pesos) in
developing this new 5,841 square-foot Brickhouse location.
For more than a year, CMR has been working to prepare the company for
rapid expansion, implementing site identification appraisal and
approval processes and creating relationship networks for new site
opportunities.
“Brickhouse is an upscale restaurant that targets young-spirited
individuals with its warm, casual décor and entertainment-friendly
atmosphere,” said Oscar Vázquez, head of the CMR Brickhouse team.
The restaurant specializes in a variety of delectable, wood-fired
dishes from hearty pizzas and sandwiches to flavorful surf and
turf. While the cuisine remains distinctly American, the menu
discretely hosts international flavors as well. Asian, Caribbean
and Mexican flavors appear in many of the menu’s offerings. Finally,
specially selected desserts and flavorful international coffees provide
a delectable closure to the Brickhouse culinary experience.
Brickhouse’s 1930s influence and interior brick walls give the feeling
of being in a trendy version of an old-style brewery. However,
the restaurant’s brewery feel isn’t just on the surface; Brickhouse
offers more than 20 beers, including top selling beers from the United
States and México. The menu also features beer and entrée
pairings, which offer guests the option of boosting Brickhouse’s
already flavorful cuisine. Some of the savory dishes are even
prepared with premium beers. Complimentary signature potato
chips, known as “brick chips,” pair nicely with the entire beer
selection and encourage guests to try different varieties.
CMR was founded in 1966 when Don Joaquín Vargas Goméz decided to
install the first Wings restaurant in a small airplane in front of
México City’s international airport. The commercial success of this
innovating idea set the standard to launch a chain of restaurants. As
of that date, the company experienced significant growth in its
operations that has allowed it to position itself as one of the
country’s main chains of cafeterias and specialized restaurants with 10
different restaurant concepts (71 units total): 41 include Wings,
Meridiem and W Cafeterias brands; 17 operate as the Chili’s Grill &
Bar; nine are the regional cuisine restaurants, Fonda del Claustro, Los
Almendros and Agave Azul; and four are the specialized restaurants El
Lago, Meridiem Chapultepec and Restaurant del Bosque(2).
CMR’s restaurants are located in Mexico City, Monterrey, Guadalajara,
Chihuahua, Saltillo, Torreón, Mérida, Puerto Vallarta, León, Cancún,
and Hermosillo, and twelve new units are under construction in
Monterrey, Guadalajara, Puerto Vallarta, Cuernavaca, Reynosa and Mexico
City. Total restaurant count by yearend 2006 is expected to reach
83. In 2005, CMR reported a total of 4,000 employees.
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