I went to Mijita for the first time this Sunday and tried their signature quesadilla Mijita, a thick, fresh, handmade corn tortilla stuffed with Mexican cheeses, chiles, and epazote, then folded up like a calzone and cooked on the griddle. It came with a fabulous sweet-smoky-tangy tomato salsa and good guacamole. More than any dish I've had in San Francisco so far, this captured those hot earth flavors that I love in Mexican cooking. And Traci Des Jardins makes a point of sourcing local produce and using organic meats. Great view of the Bay, too. The price: About $25 for lunch for two: 2 tacos, a quesadilla, beans, and two aguas frescas. And the quesadilla was overkill, really. We were stuffed.
Then I stumbed across Mijita's reviews on Yelp.com. Reviews ran mixed-to-negative, which was surprising, but maybe there are consistency problems. What did shock me is that 14 out of 22 reviews complained about the prices. "Waaaaay overpriced," one said. "Too pricey," said another. Then the capper: "There's no reason for a taco to cost $5."
Don't mean to get all soap-boxy, but this stupidity is hard to take, especially from San Franciscans. I bet half these folks read Fast Food Nation and boycotted McDonald's for ethical reasons. But don't take away their cheap burritos! Mexican food isn't supposed to actually cost money. Forget what it takes to make a profit on a $3 super taco.