The origins of FRIMEX HOSPITALITY GROUP date back several decades, to the cooking and traditions of the central valley of Mexico. It is from here, where its founder, Vicente Del Rio, was born and raised, and where he learned and obtained an appreciation of the spices, sauces and condiments that form the basis of traditional Mexican cuisine.

"Mexican gastronomy is an art", it's the perfect combination of textures, rich flavors, colorfully ingredients and culinary methods. Vicente Del Rio has been working with passion for more than 15 years to transmit this message through his restaurants, adding to these traditional recipes the freshness of the CaliMex culture.

This is how FRIDA RESTAURANT was born, with the influence of the authentic Mexican food to offer the best of this traditional cuisine with a modern, fresh touch. FRIDA RESTAURANT is now considered an ambassador of the Mexican cuisine in southern California with its three locations: its flagship Beverly Hills location, the Westwood location and its all new Del Amo location.

FRIDA TACOS offers a quick and affordable alternative to lovers of authentic Mexican cuisine. FRIDA TACOS has five locations: Westside Pavilion, Brentwood, East Pasadena, Old Town Pasadena and Melrose.

TACO LIBRE is the newest FRIMEX HOSPITALITY GROUP concept. It taps into the pop culture of Mexico, with masked lucha libre warriors and colorful art symbols strewn across the walls. TACO LIBRE offers the same authentic flavors as FRIDA TACOS, with an emphasis on healthy bowls and seafood.

Each one of these establishments is very different in terms of its physical shape and location, but they all share the same concept and goal; to serve high quality, authentic Mexican cuisine, with the best costumer service possible. For FRIMEX HOSPITALITY GROUP, its customers are the top priority, and its commitment is to provide them with a memorable and unique dining experience.