Owners are the same, staff’s still friendly, food’s still good.
About the only thing that’s changed at the Orange-based restaurant chain is the name—and in a sense, that’s also untouched.
The one name for a dozen family-focused Mexican restaurants under Rod Fraser Enterprises Inc.—tucked into a 42-year-old industrial building off Katella Avenue that’d never assume a thing—is Rodrigo’s Mexican Grill.
That was already on the sign at three of the 12. Eight others were Don José locations. And one in Orange was Ricardo’s—some patrons called that one both—Ricardo’s Don José—in a cast-iron skillet full of peppers-and-onions-and-pick-your-protein that had begun to confound and leave the future in flux.
“We wanted our own brand,” says Roderick Anthony Fraser II, son of the late company founder, Rod Fraser, and chief executive. He goes by Rick.
His son Rod Fraser III is chief operating officer and favors Rod. Vice president of Marketing Suzanne Fish is Rick’s sister. The family owns the firm, which dates to 1972.
The naming albondigas—that Mexican bouillabaisse of carrots and potatoes, salsa and meatballs—stemmed from a series of licensing deals with the operator of two unrelated Don Josés in Huntington Beach and Lake Elsinore.
Friends, Relations
The family is on good terms with owners of those two but wanted their own places.
The chain had some licensed, some not, with some patrons possibly unsure who they were dealing with over time.
It’s been the Frasers, but the now-complete naming gives leave to unify the brand and invest in a refresh.
Rod says the first up for modern facelifts are locations that have never been redone: Anaheim, Anaheim Hills, Riverside and Montclair.
Restaurant licensing isn’t franchising—fees for the former are up to 5% of sales. The more-formal franchising setups can be double that and don’t build as much long-term value as an owned enterprise.
Rodrigo’s employs about 500; the Business Journal estimates systemwide sales exceeding $30 million.
Flagship Fraser
Rodrigo’s flagship is in Orange a mile east up Katella from the headquarters, and area family roots run deep.
The founding father trained with the Army Air Corps nearby and flew C-47 transports in World War II. He married local girl Patricia in 1944. Her dad was mayor of Orange, and a fair number of family members graduated from the old Orange High School—what’s now Chapman University.
They got into restaurants by way of running Marie Callender’s locations—then a growing Orange-based chain. The family knew and worked with Marie’s son, Don, its driving force.
Growth came via Don José licensing. The Frasers started opening the three Rodrigo’s locations in 2004.
Four of the remaining stores are in OC. Newer sites are larger and “just beautiful,” family members say.
“Rodrigo’s is more upscale,” Fish says, while still focused on families. The menu has developed in-house over time.
Competitors include Avila’s El Ranchito, also family-owned and run and skewing hep in design, traditional in menu.
Family Circle
They also own 100 acres of Oregon cranberry bogs that are part of the Ocean Spray Cranberries Inc. grower co-op. Rod Fraser I was from Oregon, where the extended clan still lives.
The family here once owned 21 liquor stores, most named after the founder. Old Town Orange Plaza denizens know the drive-up location, Rod’s, the last of the chain.
The renaming of the restaurant honors the first Roderick and brings the family full circle.
Rod I died in 1981 piloting a private plane with Suzanne’s first husband, followed by Patricia in 1998.
Company offices look like a family runs the place.
There’s one of those “view of the world from Orange” posters on the wall and an old table tent of offerings—classic flan and deep-fried ice cream and a $7.99 all-you-can-eat soup and salad special, no longer available.
The most-ordered Rodrigo’s item is a taco enchilada plate that the family says is $3 on July 25 in celebration of the chain’s anniversary.
