Baja Fresh CEO David Kim will appear on CBS’s hit series “Undercover Boss,” Sunday, April 10 (9:00-10:00 PM, ET/PT). “Undercover Boss” has become known for its “Wow!” factor, but in an upcoming episode, David Kim’s time in the trenches will lead to what may be the most surprising reveal in the show’s history.
“I think the ending is going to surprise a lot of people,” said Kim. “But going on ‘Undercover Boss’ taught me three things,” Kim said. “Our employees are even more amazing than I already knew. Our guests are raving fans of our fire-grilled, fresh Mexican food. And making a Baja Fresh Burrito Ultimo is about as easy as trying to cut your own hair. I’m terrible at it!”
With 255 locations in 24 states and Dubai, Baja Fresh’s fast-casual fresh Mexican chain has experienced rapid expansion since its 1990 founding. Kim says he went on the show to make sure that the company’s core obsession with freshness—Baja Fresh restaurants have no freezers, can-openers, and use only fresh, hormone-free chicken and all-natural steak—continues to be maintained alongside their explosive growth.
“I always believed in the benefits of eating well, being active and making contributions to the communities in which we live. But being a CEO has so much more to do with people than with business,” said David Kim, the author of “Ignite!: The 12 Values That Fuel Billionaire Success” (www.DavidKimIgnite.com).
Each week, “Undercover Boss” follows a different executive as they leave the comfort of their corner office for an undercover mission to examine the inner workings of their companies. While working alongside their employees, they see the effects their decisions have on others, where the problems lie within their organizations and get an up-close look at both the good and the bad while discovering the unsung heroes who make their companies run.
Kim is the latest executive to appear on CBS’s Emmy-nominated show, which follows high-profile chief executives as they slip anonymously into the rank and file of their companies. The show, currently in its second season, was television’s number one new series in 2009-2010, setting a record for the most-watched premier episode of any reality series in television history.
Kim’s love of business is exceeded only by the connection that he feels for the people who have made Baja Fresh a success. For that reason, Kim found his role on “Undercover Boss” not as difficult as he might have thought.
“In the beginning, I set out to inspire the members of the Baja Fresh family,” said Kim. “But in the end, I was the one who was inspired the most.”