Quantcast
4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs

Mom 'n' pop restaurant remodels — not closing — after 38 years

Roxy rumors

Roxy Restaurant owners Shahram and Shaja Naimi
Roxy Restaurant owners Shahram and Shaja Naimi

It blew up on Facebook this week: Encinitas’ longtime Roxy Restaurant is closing March 31st. Customers are calling with their condolences, the owners receive hugs from people passing by…

But, “It’s not true,” said co-owner Shaja Naimi.

Place

Roxy Encinitas

517 S. Coast Highway 101, Encinitas

Opened in 1978, the Mediterranean-style vegetarian restaurant downtown on Coast Highway 101 is going through a remodel. “I’ve taken on another partner,” said Naimi. “I'll still be actively involved as a consulting partner.”

Naimi said he thinks things started to change when Whole Foods went in a few years ago. Located only a block away, it wasn’t that Whole Foods was much competition but that the high-end grocery store started attracting a new type of crowd to Encinitas.

The downtown Encinitas vibe has changed, with several mom-and-pop businesses forced out by higher rents. Naimi’s rent is now above $10,000 a month.

Naimi said he sees younger people walking by, looking inside, and not coming in, perhaps judging the wood siding and ocean mural interior as too old. Yelp reviews may say the food is great but the restaurant needs an upgrade, or the new crowd doesn’t really trust that Roxy’s nine-page menu is all truly “fresh” meals, but, Naimi said, “We still make everything fresh, right here….

“After 38 years, I’m so much a part of this community, I really hesitate when having to raise prices even five cents on one item,” Naimi added. “We have a lot of loyal customers. But we’re not gaining any new customers.”

He had one longtime customer call him on March 24 after hearing the rumor. She said she has loved the restaurant for years. Naimi asked her how often she comes in to eat. About once a month, she said. “That’s not enough to support a mom-and-pop restaurant,” said Naimi, especially with several new restaurants that have opened up along Coast Highway 101 recently.

Fortunately, the Naimi brothers also own three Roxy concession stands at the Del Mar Fairgrounds open anytime there is an event, including the fair. “It’s what has kept us going,” said Naimi.

Naimi wanted to assure his regulars that once remodeled — although there will be a new chef and a tweaked menu — customers will still be able to order their most popular items: falafel burgers, and artichoke sandwiches.

Here's something you might be interested in.
Submit a free classified
or view all

Previous article

Jackslacks releases Billy Bacon tribute EP When Pigs Fly

Bacon passed away in August 2019
Next Article

Claudia Gomez‘s sound showers with Trio Gadjo and Besos de Coco

“Playing again has lifted everyone’s spirits.”
Roxy Restaurant owners Shahram and Shaja Naimi
Roxy Restaurant owners Shahram and Shaja Naimi

It blew up on Facebook this week: Encinitas’ longtime Roxy Restaurant is closing March 31st. Customers are calling with their condolences, the owners receive hugs from people passing by…

But, “It’s not true,” said co-owner Shaja Naimi.

Place

Roxy Encinitas

517 S. Coast Highway 101, Encinitas

Opened in 1978, the Mediterranean-style vegetarian restaurant downtown on Coast Highway 101 is going through a remodel. “I’ve taken on another partner,” said Naimi. “I'll still be actively involved as a consulting partner.”

Naimi said he thinks things started to change when Whole Foods went in a few years ago. Located only a block away, it wasn’t that Whole Foods was much competition but that the high-end grocery store started attracting a new type of crowd to Encinitas.

The downtown Encinitas vibe has changed, with several mom-and-pop businesses forced out by higher rents. Naimi’s rent is now above $10,000 a month.

Naimi said he sees younger people walking by, looking inside, and not coming in, perhaps judging the wood siding and ocean mural interior as too old. Yelp reviews may say the food is great but the restaurant needs an upgrade, or the new crowd doesn’t really trust that Roxy’s nine-page menu is all truly “fresh” meals, but, Naimi said, “We still make everything fresh, right here….

“After 38 years, I’m so much a part of this community, I really hesitate when having to raise prices even five cents on one item,” Naimi added. “We have a lot of loyal customers. But we’re not gaining any new customers.”

He had one longtime customer call him on March 24 after hearing the rumor. She said she has loved the restaurant for years. Naimi asked her how often she comes in to eat. About once a month, she said. “That’s not enough to support a mom-and-pop restaurant,” said Naimi, especially with several new restaurants that have opened up along Coast Highway 101 recently.

Fortunately, the Naimi brothers also own three Roxy concession stands at the Del Mar Fairgrounds open anytime there is an event, including the fair. “It’s what has kept us going,” said Naimi.

Naimi wanted to assure his regulars that once remodeled — although there will be a new chef and a tweaked menu — customers will still be able to order their most popular items: falafel burgers, and artichoke sandwiches.

Sponsored
Here's something you might be interested in.
Submit a free classified
or view all
Previous article

The Golf Bar: Bratwurst and ball whacking

“This is the first golf bar in San Diego.”
Next Article

Hancock Street to get sharrows

"This area will be the next Little Italy"
Comments
0

Be the first to leave a comment.

Sign in to comment

Sign in

Art Reviews — W.S. Di Piero's eye on exhibits Ask a Hipster — Advice you didn't know you needed Best Buys — San Diego shopping Big Screen — Movie commentary Blurt — Music's inside track Booze News — San Diego spirits City Lights — News and politics Classical Music — Immortal beauty Classifieds — Free and easy Cover Stories — Front-page features Excerpts — Literary and spiritual excerpts Famous Former Neighbors — Next-door celebs Feast! — Food & drink reviews Feature Stories — Local news & stories From the Archives — Spotlight on the past Golden Dreams — Talk of the town Here's the Deal — Chad Deal's watering holes Just Announced — The scoop on shows Letters — Our inbox [email protected] — Local movie buffs share favorites Movie Reviews — Our critics' picks and pans Musician Interviews — Up close with local artists Neighborhood News from Stringers — Hyperlocal news News Ticker — News & politics Obermeyer — San Diego politics illustrated Of Note — Concert picks Out & About — What's Happening Overheard in San Diego — Eavesdropping illustrated Poetry — The old and the new Pour Over — Grab a cup Reader Travel — Travel section built by travelers Reading — The hunt for intellectuals Roam-O-Rama — SoCal's best hiking/biking trails San Diego Beer — Inside San Diego suds SD on the QT — Almost factual news Set 'em Up Joe — Bartenders' drink recipes Sheep and Goats — Places of worship Special Issues — The best of Sports — Athletics without gush Street Style — San Diego streets have style Suit Up — Fashion tips for dudes Theater Reviews — Local productions Theater antireviews — Narrow your search Tin Fork — Silver spoon alternative Under the Radar — Matt Potter's undercover work Unforgettable — Long-ago San Diego Unreal Estate — San Diego's priciest pads Waterfront — All things ocean Your Week — Daily event picks
4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs
Close