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The four new restaurants will be owned and operated by 8-year industry veteran Neil Seth, with his father Subash Seth and Ed Chen remaining active partners. Neil Seth operates two Baja Fresh locations in Midtown Manhattan on Lexington Avenue, and in the Times Square area. He is also an investor in the Rare Bar and Grill, a high-end burger restaurant with a rooftop bar, with their flagship location soon to open in the new Chelsea Wyndham Hotel.
“Neil and his partners have made a significant effort to grow the Baja Fresh brand in New York City,” says Baja Fresh president Charles Rink. “We are thrilled to partner with them in 2010 with the opening of four more restaurants in the area.”