Pelon’s Baja Grill hopes to distribute its salsa from Richmond. (Photos courtesy of Pelon’s)
With its salsa leading the charge, a Virginia Beach restaurant is looking to expand to new markets – and Richmond is its first stop.
Pelon’s Baja Grill is doing $350,000 worth of work on an 8,000-square-foot space at 2231 Dabney Road, according to owner John Muscara. The business will use the property as both a restaurant and a commissary to produce its own brand of salsa and guacamole for planned distribution.
“I chose to be on that side of the tunnels [from Hampton Roads] because of the distribution of the salsa,” Muscara said. “The market is north. It’s a big goal, but that’s where our food deserves to be.”
With retail aspirations in mind, Pelon’s began charging patrons at its restaurants for the salsa, which used to be free. The move angered some, but Muscara is unapologetic.
“Our salsa is such a labor-intensive and high-quality product that you have to pay for it,” he said.
Fish tacos will be on the menu for a mobile location.
Pelon’s is pitching its salsa to supermarkets but has yet to land an account, Muscara said.
Richmond will be the third location for the restaurant, which has one in Virginia Beach and another in Norfolk.
Pelon’s leased the Dabney Road space in December 2012, but design setbacks delayed the project, Muscara said. The restaurant portion of the space will likely not open until early next year, he said. Ashland-based Carey Construction has handled the general contracting.
However, Muscara expects the kitchen to begin producing salsa for distribution and sale at farmers markets within six weeks.
The kitchen also plays into Muscara’s plans for expansion beyond Hampton Roads and Richmond.
It will produce food for Pelon’s other locations, and Muscara said manufacturing would give the company “the capability to franchise and open more stores.”
Pelon’s will target Charlottesville, Alexandria and Arlington, he said. Washington, Baltimore, New Jersey and New York are potential locations, too.
When the commissary opens, Muscara said, a 20-foot trailer outside will offer breakfast and lunch to workers from the surrounding office and industrial park.
The menu will include Pelon’s fish tacos, which Muscara says are “the best in the country.”
Pelon’s Baja Grill hopes to distribute its salsa from Richmond. (Photos courtesy of Pelon’s)
With its salsa leading the charge, a Virginia Beach restaurant is looking to expand to new markets – and Richmond is its first stop.
Pelon’s Baja Grill is doing $350,000 worth of work on an 8,000-square-foot space at 2231 Dabney Road, according to owner John Muscara. The business will use the property as both a restaurant and a commissary to produce its own brand of salsa and guacamole for planned distribution.
“I chose to be on that side of the tunnels [from Hampton Roads] because of the distribution of the salsa,” Muscara said. “The market is north. It’s a big goal, but that’s where our food deserves to be.”
With retail aspirations in mind, Pelon’s began charging patrons at its restaurants for the salsa, which used to be free. The move angered some, but Muscara is unapologetic.
“Our salsa is such a labor-intensive and high-quality product that you have to pay for it,” he said.
Fish tacos will be on the menu for a mobile location.
Pelon’s is pitching its salsa to supermarkets but has yet to land an account, Muscara said.
Richmond will be the third location for the restaurant, which has one in Virginia Beach and another in Norfolk.
Pelon’s leased the Dabney Road space in December 2012, but design setbacks delayed the project, Muscara said. The restaurant portion of the space will likely not open until early next year, he said. Ashland-based Carey Construction has handled the general contracting.
However, Muscara expects the kitchen to begin producing salsa for distribution and sale at farmers markets within six weeks.
The kitchen also plays into Muscara’s plans for expansion beyond Hampton Roads and Richmond.
It will produce food for Pelon’s other locations, and Muscara said manufacturing would give the company “the capability to franchise and open more stores.”
Pelon’s will target Charlottesville, Alexandria and Arlington, he said. Washington, Baltimore, New Jersey and New York are potential locations, too.
When the commissary opens, Muscara said, a 20-foot trailer outside will offer breakfast and lunch to workers from the surrounding office and industrial park.
The menu will include Pelon’s fish tacos, which Muscara says are “the best in the country.”
YEAH!!!!! I Love Pelons and look frward to their arrival in RVA! WELCOME WELCOME WELCOME!!
Is this the group that sold salsa and guac at the Manchester Earth Day Fesitval this year? Because that stuff ROCKED!!