Fresh chapter: Favorite Bend restaurant formerly known as Esta Bien is reborn under new owners as Simon
Barney Lerten
BEND, Ore. (KTVZ) — A familiar favorite in Bend’s culinary scene is turning the page to an exciting new chapter.
“Formerly known as Esta Bien, the restaurant (on NW Hill Avenue) is proud to announce its rebrand to Simon — a new name that reflects a renewed vision while honoring the flavors and traditions that made it a local staple,” according to a news release KTVZ News received Wednesday:
Under the new direction of Roberto Cardenas, Simon brings the same warm hospitality and cherished dishes Bend has come to love, with a few inspired additions. The heart of the menu remains rooted in authentic, generational Mexican recipes that celebrate the rich regional diversity of the cuisine. From slow-roasted birria hailing from Jalisco to enchiladas michoacanas and open-faced vegetarian chile rellenos, every dish at Simon tells a story.
Signature techniques — like hand-grinding spices for mole, preparing salsas from scratch with vibrant ingredients, and slow-cooking meats like barbacoa and carnitas — showcase the team’s commitment to authenticity and depth of flavor. Tamales wrapped in corn husks and Salvadoran-style pupusas with fresh slaw and housemade salsa remain customer favorites.
The bar program also gets a fresh spotlight, featuring 100% blue agave tequilas, smoky mezcals, fresh-fruit margaritas, and traditional aguas frescas and horchata — all crafted to complement the bold flavors of the kitchen.
Joining Roberto at the helm is Chef Rocio Villalobos, co-owner and former restaurateur at Rio and Madras Brewing. Known for her soulful, home-style cooking, Rocio brings deep culinary passion to every plate and helps ensure Simon feels like both a vibrant new venture and a comforting return.
Chef Roberto, whose background includes leadership roles at La Rosa, Rio, and Fat Tony’s, shares his excitement: “Simon is about preserving tradition while embracing new energy. We’re keeping the soul of Esta Bien alive — just with a fresh name, new ownership, and a few creative twists.”
Simon is now open and ready to welcome guests with the same great food, heartfelt service, and a new name you’ll come to know and love. We’ll be celebrating with a grand opening party this Thursday.