Brand Series: How Lime Fresh Mexican Grill is Redefining the Experience

May 16, 2025

In a recent episode of Restaurant Masterminds, hosts Paul Barron and Rudy Miick welcomed Patrick Fore, CEO of Lime Fresh Mexican Grill, to discuss the evolution of the fresh-mex segment and the brand's innovative approach to fast casual dining. As the 21-year-old brand emerges from a period of transition, Fore shared insights on how Lime Fresh is adapting to changing consumer preferences while maintaining its Miami-inspired roots. "Lime is alive and well," Fore emphasized, noting that the brand is now headquartered in Orlando where two company-owned locations showcase what he calls "Lime Fresh 2.0" – a revitalized concept featuring indoor-outdoor elements, live plants, curated playlists, and most notably, a full bar program.

The addition of a full bar program represents a significant shift for the brand and showcases how fast casual concepts are increasingly blurring traditional segment boundaries. While existing franchise locations continue to operate with beer and wine licenses, the two company-owned Orlando locations feature full bar service with a variety of craft cocktails, including several margarita options that have proven to be category killers with bar sales contributing over 20% to total revenue. Beyond the revenue boost, the full-service bar has created what Fore describes as a "flex casual" model—guests can either order at the counter as with traditional fast casual or enjoy full table service around the bar area. This novel approach allows the restaurant to cater to guests based on their time constraints, enhancing the overall hospitality experience.

Hospitality remains central to Lime Fresh's strategy, particularly as the brand prepares to relaunch its franchising program. Fore introduced what he calls "Lime Moments"—Living Intentional Moments Exceptionally—as a pillar of the brand's culture and a framework for delivering memorable experiences. In an industry where consumer expectations for service have declined since the pandemic, Lime Fresh aims to differentiate by focusing on the "fourth dimension" of restaurant experience: "how do I feel, how am I engaged?" As Miick noted during the conversation, restaurants should be places where guests "leave better than they came in," embodying the root meaning of "restaurant" as "a place one goes to be restored."

#1 rated HR platform for payroll, benefits, and more

With Gusto’s easy-to-use platform, you can empower your people and push your business forward. See why over 400,000 businesses choose Gusto.

The digital landscape presents both challenges and opportunities for delivering that hospitality experience. Fore acknowledged that the brand's current app functions primarily as "a digital cash register" rather than a true engagement platform. The company is now exploring partnerships with providers like Punch Olo to develop a more robust loyalty program. Both hosts highlighted the industry-wide challenge of translating hospitality into digital experiences, particularly for Generation Z customers who represent the first truly digital-native consumer segment. Barron suggested that restaurants need to find innovative ways to bridge this gap, noting that most current loyalty programs follow similar models focused on transaction frequency rather than celebrating the customer relationship.

Menu innovation has been another critical component of Lime Fresh's revitalization. Fore shared that over the past two years, the company renovated 36% of its menu, recently launching 13 new items through what he called the "One Whole Lime Project." This menu overhaul required careful navigation with franchise partners who had grown accustomed to certain ways of operating. "We stood up a process with my team to go through a menu innovation process," Fore explained, noting that franchisees were included in discussions about product mix, costing, and pricing strategies. The collaborative approach has helped heal relationships within the system while positioning the brand for future growth.

As Lime Fresh prepares to relaunch its franchising program, Fore is optimistic about the brand's future but emphasizes the importance of responsible growth. With plans to attract new franchisees to the Lime Fresh 2.0 concept, the company is focused on delivering experiences that resonate with both millennial and Gen Z consumers. For millennials, partnerships with brands like Tabanero hot sauce and State of Gratitude aim to enhance the experiential aspect of dining. For Gen Z, the focus is on developing digital touchpoints that can effectively convey the brand's hospitality ethos. As Barron and Miick concluded the episode, they praised Fore's optimistic outlook and clear vision for balancing the unique needs of different consumer segments while maintaining a cohesive brand experience—earning the brand what Miick called "a strong A-minus" with potential for even greater success ahead.