There’s a type of advertising that’s supposed to be inflammatory to get you to notice it, but I don’t think this is what Baja Fresh intended with their Times Square sign.

Dammit, Baja Fresh, that’s not even close to true! I know this is a taco blog so this is a little out of my jurisdiction but I was so enraged by this ad that I had to take up the cause. I think there’s a place for Baja Fresh, Chipotle, Qdoba (well maybe not Qdoba). In fact, I secretly love Chipotle. It’s a type of fast food mexican that’s better than taco bell and is really comforting in a big, overstuffed, cheesy, sour creamy way. But oh my good lord, I would never say those places have the best anything anywhere. And I don’t think they should be advertising as such.

Here are some suggestions for a more accurate sign:

Hey, office jerk. Too lazy to walk more than a block for lunch? Well have some cheap, assembly line burritos so you won’t be late for the big meeting but you will be too stuffed to care about it.

Hey, New York tourist. Too scared to eat from carts? Here’s something you’re familiar with. And why bother trying anything new when you’ve traveled 1,500 miles?

Baja Fresh. Yea, you already know what we are.

Any of these would have been better. Don’t try to play out of your league, Baja Fresh, when you’ve already got so much to work with.