ESCONDIDO – The opening of new Mexican restaurant Nómada isn’t just a next chapter for Escondido-based hospitality group Grand Restaurant Group (GRG) — it’s a fresh start.
With its grand opening slated for Jan. 16, Nómada celebrates Chef Alex Carballo’s heritage and travels across Mexico with a focus on coastal seafood and wood-fired techniques.
“It’s presenting how we eat in Mexico,” Carballo said. “With a very simple, approachable menu that hits a little bit on everything. It’s not necessarily fine dining, but intentional dining.”
Carballo is known for his chef and hospitality management experience at spots like Stone Brewing, Fiesta del Reyes and Fox Point Farms.
Last August, while he was considering opening a new restaurant, a mutual accountant connected him with GRG. Shortly after, Carballo joined the group as its new corporate chef partner and helmed the development of Nómada.
“[Nómada] is the brainchild for GRG,” Carballo said. “There are a lot of great restaurant groups. It takes vision. It takes a lot of passion and a lot of push to make sure there’s consistency — to make sure we’re going to be successful.”
GRG COO Gianina Pickens said the group’s renaissance will include reassessing what its neighborhoods need. Carballo’s expertise will support that effort.
“Bringing him in as a partner has probably been the best decision that we’ve made,” Pickens said.
GRG’s portfolio restaurants are mostly concentrated in North County and include Nick & G’s in Rancho Santa Fe, Bellamy’s in Escondido, and Cork & Knife and DiCicco’s in Clovis.
The 5,600-square-foot site of Nómada used to be GRG’s restaurant by the name of Alejandra’s, which has since been closed. GRG invested approximately $150,000 in the rebrand and remodel of the space.
“We’re really trying to take GRG to the next level,” Pickens said. “I just needed that extra help and spark — [Carballo’s] vision, the way he captures the guest experience and looks at every little detail ensures that, before the guest even gets there, they’re blown away… And then on top of that, his food is absolutely amazing.”
Heightening Hospitality
The opening of Nómada brings GRG to about 100 employees. As the group’s new chapter commences, Carballo said GRG’s leadership has already begun meeting with its team about new priorities.
“Nómada is like our baby,” Carballo said. “This is the project that will be the basis for how we run the rest of GRG — how we train, how we approach customer service, social media, marketing, execution of food… How we do everything.”
Among GRG’s focuses are creating memorable customer experiences and bolstering perceived value. Pickens said that, considering rising costs, guests are more selective with how they spend their money. Pricing strategically and providing a unique experience can help build a strong customer base and vibrant community.
“I grew up in a big Italian family. I love to feed people,” Pickens said. “It gets me excited when someone comes in and you just blow them away and they have this awesome experience. I feel like we’ve been lacking that recently. I want to bring that back.”
New Team, New Vision
The driver of GRG’s growth, Pickens said, is its people.
“Before [Carballo] came on board, I didn’t necessarily have the right team,” Pickens said. “Now, I feel like we have the dream team.”
Along with Carballo, GRG also recently brought on Beverage Director Sean Ward and Event Coordinator Alexandra Zabel. Pickens said the new hires will support the reimplementation of SOPs and take the brand to “the next level.”
Each restaurant in GRG’s portfolio has different needs, Pickens said. The group will spend the coming months assessing each demographic’s needs and honing the new approach piloted at Nómada.
One of GRG’s restaurants, Carlsbad-based Giaola Italian Kitchen, closed its doors in late 2025. Pickens said the group still holds the lease to the space and is contemplating its next steps.
“We’re in the process of figuring out what we’re going to do there right now. We should know soon,” Pickens said. “If we reopen, it’s going to be something new. But again, we’re making sure we do the correct research and that it’s exactly what the community wants.”
Looking toward the future, Pickens said that GRG hopes to expand. Eventually, she would like to pick one of the group’s diverse concepts and scale it.
Opening Nómada is the first step toward that growth.
“Not everybody had a good experience at Alejandra’s… I didn’t want anybody who had been to Alejandra’s to come through and feel like they were at Alejandra’s,” Pickens said. “We wanted to completely transform the space, the experience, everything — which I feel like we have. I’m really excited for everybody to come try it and have a better experience than they did before. I really think it’s exactly what the community needs.”
Grand Restaurant Group
FOUNDED: 2013
CEO: Sandra Bonar
HEADQUARTERS: Escondido
BUSINESS: Hospitality
EMPLOYEES: 100
WEBSITE: grandrestaurantgroup.com
CONTACT: [email protected]
SOCIAL IMPACT: Grand Restaurant Group has contributed approximately $150,000 to nonprofit organizations throughout California, including the California Center for the Arts, Community Art Center of Escondido, Escondido Police Athletic League, Girls Inc. of San Diego County, Palomar Health Foundation and more.
NOTABLE: DiCicco’s Italian Restaurant, the group’s longest-standing concept, marks 70 years in business this year.
Born and raised in San Diego, Madison takes great pride in local storytelling. Her coverage at the San Diego Business Journal includes tourism, hospitality, nonprofits, education and retail. An alumna of San Diego State University’s journalism program, she has written for publications including The San Diego Union-Tribune and The San Diego Sun. At the 2024 San Diego Press Club awards, Madison was recognized for her exemplary profile writing. She was also a speaker for the 2023 TEDx Conference at Bonita Vista High School. When she’s not working on her next story, Madison can be found performing music at a local restaurant or on one of San Diego’s many hiking trails.
