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Saturday, June 7, 2014

Does Brand Image Keep Rockin Baja..."Rockin"?



Rockin Baja in Old Town San Diego offers a full menu of Mexican Baja food. Known for its food, drinks and entertainment it has positive reviews from customers. The atmosphere is unique offering lots of knick knacks to gain your attention throughout the restaurant. Fountains, wall hangings, authentic décor, and plant life dot the well-designed floor space. It is one of those places where so much lively entertainment, bright décor and spicy food enhance your mood.

Live entertainment is a big attraction for Rockin Baja. Patrons come to toast to good times and listen to the singers while they order a bucketful of authentic Baja food. Lobster, fish tacos, and other zesty Mexican style plates are on the menu. Originally started in the sleepy fishing village of Puerto Nuevo its brand has been franchised to a couple of locations around San Diego. 

Using identifiable food types, décor, music and a unique location image helps to create a strong brand from the multiple pieces that help people formulate an image of the restaurant. Customers are willing to pay more for brand-image based upon dimensions of image associations (Sonnier & Ainslie, 2011). When the music, food, décor, and image associations align with each other they create better mental recall and higher value to customers. 

A few of their specialties include the Big Baja Bucket with Seasoned Lobster Tails, Baja Style Shrimp, Carne Asada & Grilled Chicken. Includes “All You Can Eat” Ranchero Beans, Mexican Rice, Flour Tortillas, Honey Chili Butter and Fresh Salsas. You can also try the Lobster Tacos del Patron which has Battered fried Maine Lobster topped with shredded cabbage, crema fresca, tomato, onion, fresh sliced avocado and cilantro ranch dressing. Served on warm flour tortillas. 


The food follows the Baja tradition in its taste and style. Baja is a region of Northwestern Mexico that includes well known locations such as Tijuana, Ensenada and La Paz. There is also a place called Baja California that is actually part of Mexico that is somewhat cut off from the mainland by the Sea of Cortes and contains many of the same cultural characteristics (1). The area is known for its spicy seafood and hot and rugged landscape. Few Pintos and electric cars there.

Rockin Baja is a place that you won’t easily forget. Many of the patrons come back frequently throughout the year. Tourists like to visit the historical offerings of Old Town and then make their way over to Rockin Baja less than a block away. Heavy foot traffic, a few blocks from public transportation and right in the vicinity of a major attraction helps Rockin Baja keep on “Rockin”. 

Rockin Baja
3890 Twiggs St
San Diego, CA 92110 

Sonnier, G. & Ainslie, A. (2011). Estimating the value of brand-image associations: the role of general and specific brand image. Journal of Marketing Research, 48 (3).

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