In a move aimed at extending their upscale Border Grill brand, restaurateurs Susan Feniger and Mary Sue Milliken have quietly opened a streetside kiosk in the heart of downtown Los Angeles offering a limited grab-and-go menu for breakfast and lunch.
Dubbed Border Grill Stop, the 150-square-foot kiosk offers breakfast burritos, tacos, salads, quesadillas, wraps and tortas. Prices range from $2 for a guava cheese empanada to $14.50 for a Thai shrimp salad with ginger-lime sesame-vinaigrette, though the menu is still evolving, said Leah Ross, public relations and marketing manager for Border Grill and sister brand Ciudad.
Owners Mary Sue Milliken and Susan Feniger operate the full-service Border Grill restaurant in Santa Monica, Calif., with a second location in Las Vegas. Last year the company launched an upscale taco truck, which Feniger said has incrementally boosted sales and served as a rolling billboard for the brand.
Ross said the goal of the kiosk was to make use of the popular limited menu from the truck, as well as previous grab-and-go items developed with institutional foodservice contract partners in the past.
The Border Grill brand is also being considered as part of a package of local restaurant concepts that may be brought into Los Angeles International Airport. There, Milliken and Feniger hope to open a Border Grill Taqueria with dine-in and to-go options based on the original concept.
The kiosk downtown is designed to offer to-go items to the area’s residents and office workers, said Ross. A small outdoor patio offers seating next to the kiosk, and the company’s nearby restaurant Ciudad serves as a commissary of sorts for the small outlet.
If the kiosk does well, Ross said the company may look for more similar non-traditional locations.
Contact Lisa Jennings at [email protected]