What was once a quiet fishing village along the Baja coast, about an hour south of San Diego, became one of the region’s most beloved culinary destinations — Puerto Nuevo. For generations, visitors traveled there to enjoy freshly caught Pacific lobster served the traditional way: tucked into warm flour tortillas alongside ranchero beans, Mexican rice, and fiery red chili sauce.

In those early days, butter was considered a luxury, and seasoned travelers often brought their own. Naturally, the meal was best accompanied by icy cold Mexican beer or a freshly made margarita.

Today, more than fifty years later, Puerto Nuevo has transformed from a sleepy seaside village of modest fishermen’s homes into a vibrant destination filled with renowned restaurants and beautiful coastal residences — many still serving the iconic Puerto Nuevo lobster dinners that made the town famous.

My family and I first discovered Puerto Nuevo lobster in the early 1960s, and after countless trips to what we affectionately called “Lobster Land,” I became convinced that this unforgettable dining experience could thrive north of the border. In the summer of 1983, I introduced the Puerto Nuevo-style lobster dinner to Southern California at The Old Bonita Store Restaurant. We transformed both the menu and atmosphere into an authentic Baja-style lobster house, featuring traditional lobster dinners along with original lobster creations developed by Chef Juan. Then, in May of 1992, we were inspired to open our Puerto Nuevo-style restaurant at the Oceanside Marina. It was there that my wife and I created the concept for “ROCKIN’ BAJA LOBSTER”® — the first of what we envisioned as many restaurants to follow along the Southern California coastline.

For over 40 years, customers have asked us to bring the flavors they loved at our table into their own homes. After countless requests, we’re excited to finally share our family’s signature compound butters and seasonings with you.

We invite you to “Relax Awhile Baja Style”, kick back, drink an icy cold beer or Margarita, have a shot of tequila and enjoy the good times at ”ROCKIN’ BAJA LOBSTER” ® 

Rick DiRienzo / Susan Ellis – Founders