Serial restaurateur Ford Fry plans to rebrand both The El Felix Tex-Mex restaurants at the Battery Atlanta and Avalon in Alpharetta to Superica later this fall. But, it’s the only change Superica’s suburban sibling should experience, as both restaurants offer nearly identical menus.
The first clue something might be up with the El Felix came when Fry announced the opening of his first Superica outside the perimeter (OTP) at Duluth’s Revel development in Gwinnett County, and not a third location of the El Felix.
A representative from Fry’s Rocket Farm Restaurants group provided Eater Atlanta with the following statement on name change:
“The El Felix (at the Battery Atlanta & Avalon) will make the transition over to become Superica this fall. As part of the same Rocket Farm Restaurants family and with similar menus & Tex-Mex-rooted identities, we’ve decided to streamline the brands that are already parallel at their cores. 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.”
Sources indicate the El Felix rebrand, which includes new signage, could occur in November. That taco truck parked inside the Battery location will retain the former restaurant’s name — the last remains of the El Felix (RIP).
Fry opened his first the El Felix at Avalon in 2014, followed by a location at Battery Atlanta in Cobb County three years later. The first Superica opened at Krog Street Market in 2015. One year later, Fry opened a second Superica in Buckhead.