Así Restaurant and Beach Club is a casual-chic beachfront restaurant tucked beneath El Taj condo hotel on Calle 14 Norte, offering something rare in Playa del Carmen: excellent seafood at genuinely local prices right on the beach. While most beachfront establishments charge premium tourist rates, Así keeps pricing accessible with meals running approximately 300–500 MXN per person (~$17–28 USD).
The standout offering is their fresh fish experience — you can buy a whole fish from the ocean (or catch your own) and the kitchen will prepare it to your liking. The menu focuses on seafood with oceanside dining on a covered wooden deck and beach-side tables. Amenities include sun loungers for diners, a swimming pool, dressing rooms, restrooms, showers, and direct beach access.
There is no cover charge or day pass — you simply arrive, dine, and enjoy the beach. The restaurant opens at 7 AM, making it one of the only spots in Playa del Carmen where you can enjoy breakfast directly on the sand. Tips are never added automatically, and credit cards are accepted. Open daily until 6 PM, it draws a loyal mix of families, expats, and budget-conscious travelers.