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

It's merely a name change.

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.”

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