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Upscale Tex-Mex concept plans gradual, targeted East Coast expansion
While M Crowd Restaurant Group Inc. of Dallas has spent the last 22 years expanding its Mi Cocina polished-casual Tex-Mex concept chiefly around the Dallas marketplace, it has now begun to branch out on the East Coast.
Mi Cocina — which translates from Spanish as “my kitchen” — opened in Atlanta in November, and executives planned to open the 22nd location in Chevy Chase, Md., in early May.
“Mi Cocina is more upscale Mexican,” said Ray Washburne, who owns the concept with his brother Dick Washburne and Bob McNutt. “What P.F. Chang’s [China Bistro] did for Chinese food, Mi Cocina does for Mexican food.
“It’s an upscale casual-dining version of the Mexican segment, which no one else really seems to be doing,” Washburne continued.
Mi Cocina dis...
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