Speaking on Business: Rico Cocina

Rico Cocina is designed to highlight cuisine of Mexico

Chris Redgrave Mar 16, 2018

This is Chris Redgrave for Zions Bank Speaking on Business.

Jorge Fierro could be considered one of Salt Lake City’s most impressive success stories. From being homeless and selling beans, made from his grandmother’s authentic recipe, at the Downtown Farmer’s Market, he has become the owner of Rico Brand, with distribution in seven Western states and is a strong supporter of Utah’s Latino business community. He opened his restaurant eight years ago to highlight cuisine of Mexico, outside the norm, and now it’ll be known as Rico Cocina.

You will know Rico Cocina as the former Frida Bistro. With this name change, Jorge plans to showcase top Rico brand items as well as mainstream Mexican cuisine. The menu will be refreshed with a more diverse selection at a different price point, but you’ll also find customer favorites from Frida still available.

Rico Cocina is Jorge’s way to better manage both his businesses, and he’s excited to share the new theme and menu. He feels a great sense of responsibility for his employees, many who have been with him for 8 years or more. Community service remains a critical part of Rico Cucina, with an event space large enough to host 250 people that he rents out to community groups or organizations, including many non-profits, and for private parties.

Find out more at

For Zions Bank, I’m Chris Redgrave, speaking on business.

Rico Cocina
545 W. 700 South
Salt Lake City, UT 84101

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