San Diego Reader:
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 [owner Shoja] Naimi. “I'll still be actively involved as a consulting partner.”Next they'll be coming for Cap'n Keno's....
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….