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Slater's 50/50 Founder Launches Firebird Breakfast Burritos In San Diego's La Jolla

January 12, 2021

The founder of SoCal-born burger & beer chain Slater's 50/50 has launched a new "virtual" restaurant concept in San Diego's La Jolla. Firebird Breakfast Burritos is now available through most 3rd party delivery apps.

After starting and selling a successful hot dog stand business, San Diego State University alum Scott Slater launched his first Slater's 50/50 in Anaheim in 2009 and gained an immediate following for a menu of bacon-infused burgers and an early devotion to craft beer. The company grew to numerous locations in California with restaurants in Anaheim Hills, Huntington Beach, Rancho Cucamonga, Pasadena, San Marcos and San Diego's Liberty Station. In late 2016, not long after closing his S&M Sausage and Meat concept in San Diego's North Park, Scott Slater sold all six Slater’s 50/50 restaurants to Elite Restaurant Group with hopes of a future national expansion. In late 2019, Slater opened two fast-casual concepts side-by-side in the University City area of La Jolla - burrito-focused Spitfire Tacos and build your own salad & bowls eatery Head Lettuce. Slater is also opening the central cocktail bar called Understory in partnership with Le Parfait Paris at Del Mar's incoming restaurant collective The Sky Deck.

"I used to make breakfast burritos years ago when I operated concession stands out front of Home Depot and have always been surprised there wasn’t any dedicated concept in San Diego," explained Firebird Breakfast Burrito founder Scott Slater. "In San Diego there are a ton of taco shops with a breakfast burrito on the menu but none that have a dedication to it. Firebird is a concept focused on 9 different breakfast burritos and is a test to see if it can be a stand alone brand if it’s successful. It’s a response to the ongoing COVID restrictions and having to utilize every inch of my leasable space and every minute I pay rent."

Highlights from the Firebird Breakfast Burritos menu include the Bacon Bird with 3 eggs, tater tots, crispy tortilla strips, American cheese, chopped bacon, salsa roja and guacamole; and The Phoenix with 3 eggs, tater tots, crispy tortilla strips, melted queso, carnitas, marinated carne asada, bacon, soyrizo, chipotle sour cream, guacamole and mezclajete smoked hot sauce. The eatery also offers 3 different breakfast bowls. 

Firebird Breakfast Burritos is located at 4150 Regents Park Row in La Jolla and is available for takeout by calling 858.230.6748 or via most 3rd party delivery apps. For more information, visit firebirdsbreakfastburritos.com.