$1,000 FOR A FRANCHISE? NEW FAST-FOOD IDEA BYPASSES COOKS.

Byline: Brent Hopkins Staff Writer

CANYON COUNTRY - With some refried beans and a little bit of cash, Dan Lassen thinks he's going to change the fast-food world.

The former restaurant consultant envisions a nationwide chain of Mexican fast-food franchises, delivering fresh burritos and do-it-yourself tacos from Southern California to Maine. A new restaurant could be opened for as little as $1,000, with only one employee to run it, he says.

The secret, Lassen claims, lies in its basic nature.

``The concept is so simple you're going to love it,'' the 51 year-old entrepreneur says. ``I just need a steam table, a crockpot and a sign.''

Rather than investing in a full-blown kitchen, aspiring franchisees buy a pre-made mix from Lassen and reheat to serve. The entree choices - chile Colorado, chile verde and the chipotle-esque chicken Laredo - come preseasoned and prepared but uncooked, as do the rice and beans. Shipped in airtight, refrigerated containers, the packages can be heated in industrial crockpots and then kept warm with steam.

With this bare-bones scenario, Lassen estimates a budding restaurateur could open in a supermarket or at a swap meet for a mere $1,000. A spot in a strip mall, with a larger seating area and bigger displays would run an estimated $15,000.

``All they need is a deli license and $1,000, and they can be making money in no time,'' he said. ``Instead of all these rich guys with thousands of dollars, this can go to anyone with a credit card.''

In Los Angeles County, no deli category exists, but chief environmental health specialist Terrance Powell said that Lassen's idea would likely fall into the restaurant category.

``You'd purchase the facility, we'd approve it and license whatever license you applied for,'' Powell said. ``Then, as a consequence of having open food, you'd need a certified food handler's permit.''

For these, costs would start at $80 for the food handler's permit, and $369 for the restaurants Lassen envisions, with seating for up to 11 diners. With these in hand, he still expects minimal startup fees.

In contrast, a name-brand restaurant is quite a bit pricier. According to figures provided by the International Franchise Association, the cost of opening an Arby's is anywhere between $320,000 and $2.2 million, and Carl's Jr. would be $1 million to $1.7 million. McDonald's lists its costs between $100,000 and $742,150.

If the idea takes off, Lassen envisions coast-to-coast carnitas in no time. Though he likes the name Burrito Express, he's not particularly picky about the moniker his clients operate under, nor does he plan on specifying particular preparations for his mixes, only recommendations.

``It's not the real structured thing, like McDonald's,'' he said. ``They're free to act on their own.''

Lassen sees this as a strength, providing the tools for Southwestern cuisine without too many strings attached.

``I specifically developed this to overcome the challenges that have kept fast food out of every small town in America,'' he said. ``I'm almost eliminating kitchens and cooks.''

But in not requiring a standard preparation and name, he'll have a hard time building a marquee franchise, said Terry Hill, vice president of communications for IFA.

``If they don't specify certain kinds of equipment throughout, it creates real problems because you don't have consistency, which is the primary thing consumers are looking for,'' he said. ``McDonald's spends billions to ensure the same consistency throughout the chain. That's the heart of franchising.''

The name, Lassen said, is less important than the concept. It's performed satisfactorily in several Southern California demo locations and recently made its local debut at Edward Kelian's Canyon Cafe in Canyon Country. Lassen heats up his mixes each afternoon as a showcase, both for customers and potential franchisees. The neighborhood eatery, known for its Greek and Mexican food in the heart of the community along Soledad Canyon Road, has seen good response to the mixes, served buffet-style atop freshly prepared taco and tostada shells.

``People seem to like it so far,'' Kelian said. ``We've only had it a week, but I've had my older customers, people 75 years old, come back for three plates a night.''

CAPTION(S):

2 photos

Photo:

(1 -- color) Dan Lassen hopes to start a new fast-foot franchise offering Mexican standards that can be opened in supermarkets and strip malls.

(2) Dan Lassen's Mexican food franchise would require only a couple of crock pots and a steam table to operate, he says.

David R. Crane/Staff Photographer