Cinco de Mayo is over but Chevys Fresh Mex is keeping the party going and, surprisingly, celebrating National Burger Month by adding the first burger to its menu of traditional Mexican dishes, seafood and steaks.
Chevys’ El Mexi Burger is a seasoned hamburger patty with green chiles, avocado and jalapeño-Jack cheese in a grilled flour tortilla. It’s served with natural potato chips and chipotle ketchup on the side. Menu price is $9.99.
The burger addition is part of a broad reassessment of the brand and its menu under the guidance of Lowell Petrie, SVP and chief marketing officer of Cypress, Calif.-based Real Mex Restaurants, the parent of El Torito and Acapulco concepts as well as 66-unit, full-service Chevys Fresh Mex. Petrie, who joined Real Mex in July 2009, is an industry veteran who has run the marketing departments of Mimi’s Cafe, Ruby’s Diner, Famous Restaurants and Daphne’s Greek Cafe (now Daphne’s California Greek). He also served as senior director of brand marketing for Denny’s.
In an interview last month with Healthy Dining, Petrie said Real Mex is “taking Chevys back to its roots. More grilled meats and fish, grilled vegetables and a healthier cooking style. We’re putting a greater emphasis on our salsas, which are super foods with such great flavor. We’ll be using a lot more fruit salsas.”
Two years ago, fast-casual Mexican chain Rubio’s Fresh Mexican Grill tried its hand at a Mexican-style burger. Its All-American Taco, an LTO positioned as a “burger with a Beach Mex twist,” was a char-grilled beef patty topped with melted American cheese and salsa fresca, garlic-chipotle mayo and lettuce enclosed in a flour tortilla.