Rodrigo’s Mexican Grill stands as a testament to family values, fresh ingredients, and a commitment to quality that has resonated with Southern Californians for over half a century. From its humble beginnings as a Don Jose Mexican Restaurant in 1972 to its current status as a beloved 10-location chain, Rodrigo’s has consistently delivered an authentic Mexican dining experience. This is the story of how Roderick and Patricia Fraser’s vision, passed down through generations, has made Rodrigo’s Mexican Grill a staple in the Southern California culinary landscape.
The journey began unexpectedly when Roderick and Patricia Fraser, already established in the liquor store business and as Marie Callender’s franchisees, forged a connection with the owner of Don Jose’s, a restaurant in the same Huntington Beach shopping center as one of their liquor stores. This chance encounter led to a licensing agreement and the opening of their own Don Jose’s restaurant. The venture proved successful almost immediately, and within 10 to 15 years, the Frasers expanded to around 12 Don Jose’s locations. This early success laid the foundation for what would eventually become Rodrigo’s Mexican Grill.
Image: Rick Fraser, co-founder of Rodrigo’s Mexican Grill, alongside Rod Fraser, the current president, representing the generational family leadership.
The second generation of Fraser family leadership began with Rick Fraser, son of the founders, who was involved from the very start. He worked alongside his grandmother, Patricia, managing the restaurants until her passing in 1998, after which he took the helm. Rick Fraser continued to build upon the established success while also innovating for the future.
A pivotal moment arrived in 2004 with the opening of the first Rodrigo’s Mexican Grill. This marked a significant shift, moving beyond the Don Jose’s licensing agreement towards establishing a unique Fraser family brand. Rodrigo’s was conceived as a test store, anticipating the eventual end of the Don Jose’s agreement. The Rodrigo’s concept featured a menu largely consistent with Don Jose’s, but showcased a more modern and aesthetically pleasing restaurant design. Further solidifying this new direction, a second Rodrigo’s location opened in Temecula in 2008, and the Don Jose’s in Huntington Beach underwent a remodel and rebranding to become a Rodrigo’s. This strategic evolution paved the way for Rodrigo’s to emerge as its own distinct and contemporary Mexican restaurant brand.
Rod Fraser, grandson of Roderick and Patricia, represents the third generation to take a leadership role in the family business. His journey within the company started from the ground up, working various front-of-house positions like hosting, bussing, and serving while in high school and college. Upon graduating from college in Arizona in 2002, Rod transitioned into management, gaining comprehensive experience across different operational aspects of the restaurants. In February 2023, Rod Fraser officially stepped into the role of president, succeeding his father, Rick, who retired but remains connected to the business as he visits the office a few times a week.
Taking the reins, Rod Fraser is focused on maintaining the high standards and family-oriented culture that define Rodrigo’s Mexican Grill. Currently, the priority is reinvesting in their existing locations, many of which are approaching 50 years old. These revitalizations involve remodels and updates to ensure the restaurants remain modern and inviting, reflecting the brand’s commitment to quality in both food and atmosphere. While immediate expansion isn’t the primary focus, growth is certainly on the horizon. Rodrigo’s is strategically planning for expansion starting around 2028, with a keen interest in both in-state and out-of-state opportunities. Arizona is considered a particularly logical first step for out-of-state growth due to its proximity and demographic alignment with Southern California.
Regarding the future structure of Rodrigo’s Mexican Grill, the company is open to various possibilities for expansion. While the current model is based on company-owned locations, franchising is not entirely off the table. The leadership is willing to consider partnerships if they align with the brand’s values and strategic goals, ensuring that any growth maintains the quality and family feel that customers have come to expect.
Maintaining consistent standards across multiple locations is a challenge for any restaurant chain, but Rodrigo’s Mexican Grill credits its long-tenured employees and strong distributor relationships as key factors in their success. Remarkably, many employees have been with Rodrigo’s for over 30 years, with some reaching 40 and even 50-year milestones. This longevity fosters a deeply ingrained company culture, where experienced staff naturally mentor new employees, passing down the values of customer care and quality service. Similarly, long-standing relationships with distributors, some spanning 30 to 40 years, ensure a reliable supply of high-quality ingredients. These close partnerships mean that any issues with product quality are addressed immediately, reinforcing Rodrigo’s commitment to freshness and excellence.
What truly sets Rodrigo’s Mexican Grill apart is its unwavering commitment to freshness. Unlike many restaurant chains of similar size, Rodrigo’s does not utilize a central commissary. Instead, every location prepares all menu items from scratch daily. This dedication to fresh, in-house preparation, using traditional recipes and techniques brought from Jalisco, Mexico, by their expert cooks, might incur slightly higher costs, but the Fraser family believes the superior flavor and quality are well worth the investment.
The family-oriented approach extends beyond the Fraser family itself to encompass employees and customers alike. Treating employees with respect and prioritizing their well-being is a core principle at Rodrigo’s. This philosophy translates into exceptional customer service, as employees are empowered to build genuine relationships with their regulars. The servers and bartenders at Rodrigo’s are often considered the face of the company, and their connection with customers fosters loyalty and repeat business.
An example of this employee-first approach dates back to the early days of Rodrigo’s. Patricia Fraser, co-founder, once offered financial assistance and then a job opportunity to a student in need, who went on to become a long-term manager. In another instance, she provided rent-free housing to cooks who needed support, fostering loyalty that lasted decades. These stories exemplify the Fraser family’s deep-seated belief in treating their employees as extended family, creating a positive and supportive work environment.
Today, Rodrigo’s Mexican Grill remains a true family affair. Various Fraser family members are actively involved in different aspects of the business. Cousin Melinda Fraser leads the marketing efforts, while Rod’s sister manages facilities. Other cousins contribute to email marketing, the mobile app, and restaurant management. The fourth generation is also beginning to enter the business, taking on entry-level positions and continuing the family legacy. While working with family presents unique dynamics, the Frasers emphasize the overwhelmingly positive aspects of shared passion and commitment. The close-knit nature of the family, combined with mutual respect and love, ensures that Rodrigo’s Mexican Grill remains not just a business, but a true family legacy serving authentic Mexican flavors to Southern California.
About Rodrigo’s
Rodrigo’s Mexican Grill is a chain of restaurants serving authentic Mexican food throughout Southern California. The Fraser family opened their first location as Don Jose Mexican Restaurant in Orange, California, in July of 1972. The food is simple, fresh, and made by expert cooks from Jalisco, Mexico, who use traditional ingredients and cooking techniques to create dishes that are bursting with flavor. Rodrigo’s Mexican Grill has grown to 10 locations throughout Southern California, each offering the same high-quality food and excellent service that has made the chain so popular.
