Ford Fry Is Switching Out The El Felix For Superica at Avalon, The Battery Atlanta

It's merely a name change.
The El Felix
Photo: Official

Chef Ford Fry’s Tex-Mex restaurant The El Felix later this year will be rebranded as Superica (an existing brand from the restauranteur), Eater Atlanta Friday first reported.

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The change will go down this fall at both the Avalon and The Battery Atlanta locations.

A representative for parent company Rocket Farm Restaurants confirmed the news in an email to What Now Atlanta.

“The El Felix (at the Battery Atlanta & Avalon) will make the transition over to become Superica this fall,” they said in a prepared statement.

“As part of the same Rocket Farm Restaurants family and with similar menus and Tex-Mex-rooted identities, we’ve decided to streamline the brands that are already parallel at their cores.”

The switcheroo, which is merely a change of signage, could go down in November.

Everything else is staying exactly the same.

“To our loyal guests, we guarantee a smooth shift in our name only maintaining the same ownership, friendly faces, menu and hours of operation in addition to our extraordinary service in an individualistic environment, beloved Tex-Mex playbook classics and refreshing margaritas.”

Caleb J. Spivak

Caleb J. Spivak (CJS) is the Founder of What Now Media Group, Inc., the publisher of What Now Atlanta, What Now Los Angeles, What Now San Diego, and What Now Las Vegas.
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