Salt Lake City’s Frida Bistro, which opened in 2009, has always been a dining anomaly, serving “elevated Mexican food” that was more refined than the more familiar south-of-the-border fare.
Colorful and rebellious, however, doesn’t always translate with customers, nor does it create a successful bottom line, says owner Jorge Fierro, who has changed the name and concept of the restaurant at 545 W. 700 South.
Rico Cocina y Tequila Bar debuted this week — just in time for Cinco de Mayo. It has a different menu, with more moderate pricing and a clear connection to the well-known Rico brand of products that Fierro launched two decades ago at the Downtown Salt Lake City Farmers Market.