Hong Kong-based CaliMex Bar & Grill, spreads its wings and lands in Bangkok, opening its first branch in the City of Angels on the ground floor of the Holiday Inn, the corner of Sukhumvit Soi 22, on July 18.
The original concept the taqueria, a casual Mexican bar/restaurant, but here it diverges. CaliMex serves up a cool Californian vibe combining American-style Mexican food in an easygoing laidback atmosphere. The founders came up with the idea on a roadtrip from North America to Mexico.
“We loved the staple Mexican dishes – tacos, nachos, quesadillas and burritos but were totally sold on the Californian fresh, light and healthy take on Mexican cuisine,” says CaliMex founder Jeffrey Moss. “The Californian food vibe added a tasty simplicity with an emphasis on quality farm produce. On the road, we decided to create the ultimate fastfood luxury experience and the CaliMex Bar & Grill idea was born.”
CaliMex's secrets to success are the carefully handpicked ingredients which are flown in daily; fresh from global destinations, the constantly updated mouthwatering specials from the state of the art CaliMex Food Lab, the trademark CaliMex decor of quality wooden and copper fittings, and the large shared booth-seating with custom-made tables from Canada incorporating the CaliMex signature feature of built in beer taps serving ice cold beer.
The brand already has 20 locations in Hong Kong and in Bangkok, the founders saw a potentially lucrative market.
“Bangkok is the ideal place for strategically placed CaliMex Bar & Grill venues. Considering the ever increasing tourist clientele plus local and expat residents who are always on the lookout for innovative, fresh new dining and bar hotspots, we tick all the boxes,” adds Mike Warde, country manager of CaliMex Thailand.
The restaurant will be serving all the CaliMex favourites: choose your filling Burritos, Saladas, Quesadillas, Enchiladas, Nachos and Homemade Guacomole plus vegetarian options like the Venice Beach Vegan. A mouthwatering selection of Burgers, Off the Grill Specialities: Ribeye steaks, Fish & Chips, Grilled Atlantic Salmon and Chicken Parmigiana make choices difficult. All dishes have spice levels: super hot, hot, medium and mild. It can accommodate about 100 customers.
Three more locations are expected to open later on Silom, Sukhumvit Soi 11, and Soi Thonglor.
“We anticipate at least 20 CaliMex outlets in Thailand within three years, the same growth pattern as Hong Kong”, says Warde.