The Fast Casual Concept Embraces Health Trends With a Revamped Menu and Vibrant Dining Experience
Barberitos Southwestern Grille and Cantina is refreshing its aesthetic and menu to update the dining experience at its restaurants and boost its appeal to Zillennials, the micro-generation between Millennials and Gen Z.
Barberitos’ rebranding reflects the company’s commitment to freshness and quality, says Kelly Roddy, chief executive officer at WOWorks, a parent company of restaurant brands that specialize in healthy food.
“The design incorporates vibrant colors and natural elements to evoke a sense of community and health,” Roddy says, creating a welcoming environment. The new look also aligns with WOWorks’ vision of creating brands that emphasize well-being and sustainability, he says.
Streamlined Menu
Barberitos’ revamped design debuted at the grand opening of a Temple Terrace, Fla., location recently, along with a streamlined menu. “This innovative prototype reflects our commitment to evolving alongside our customers’ preferences,” Roddy says, noting that customers appreciate the fresh ingredients, the friendly service, and the vibrant atmosphere.
The company’s “Healthy as I Want to Be” concept resonates strongly with the Zillennial demographic, he says, who prioritize health and wellness but don’t want to sacrifice flavor or convenience. “This demographic seeks customizable options that allow them to tailor their meals to their dietary preferences and lifestyle choices. By offering fresh ingredients, a variety of toppings, and the ability to create personalized burritos, Barberitos meets the demand for healthy yet delicious fast-casual dining.”
Zillennial Appeal
The Zillennial demographic is fast becoming a retail spending force, according to PYMNTS, a financial services publication. PYMNTS estimates that a third of Zillennials, or about 11 million people, still live with family members, indicating that they probably don’t pay rent or a mortgage. Over half of Zillennials are employed full time, which means that millions of workers who aren’t paying rent have plenty of disposable cash, the report notes.
And a report from Lifesum, a digital platform on nutrition, points to where Zillennials are likely to put their money. Gen Z and Millennials are prioritizing healthy eating, according to the report, with more than half saying they are willing to trim spending on fashion and on tech and gadgets to afford more nourishing food.
“Americans are becoming more and more health conscious and are seeking better-for-you foods that deliver on flavor,” said Cole Thompson, the vice president of culinary for WOWorks. “In the fast casual industry, we have the opportunity to influence the way so many people eat. WOWorks is on a mission to change the way America eats, and a lot of people have discovered through our better-for-you brands that great-tasting food can also be really good for you.”
Menu Innovations
A major part of Barberitos’ rebranding is its focus on updating its menu, and a new menu featuring chef-curated signature builds, is being tested at eight locations in the south. One of the new items, the Philly Cheesesteak Burrito, fits the trend of “new-stalgia,” Thompson says, which is all about putting a new spin on an old favorite. “Everyone has had a Philly cheesesteak, but not everyone has had all of the great tasting flavors of the Philly cheesesteak in a burrito,” he says.
“We have added these items to enhance the guest experience and to give them a reason to come back for more,” he says. “With this menu addition, guests enjoy a simplified decision-making process with popular, well-tested items. Fewer customizations will lead to quicker service times, creating a more seamless in-store and online ordering experience.”
Barberitos has been in business since 2000 and began franchising in 2003. As the company expands, it seeks franchisees “who are passionate about the brand, have strong community ties, and are committed to delivering excellent customer service,” Roddy says. Ideally, franchisees should have a background in food service or business management.
Franchisees are supported with robust training, marketing resources, and operational guidance, Roddy says, “to ensure their success and the growth of the Barberitos brand.”
Community Focus
Barberitos’ stands out from its competitors because of its emphasis on fresh, locally sourced ingredients and the ability for customers to create customized meals, Roddy says. “Our commitment to sustainability and community engagement also sets us apart, as we strive to make a positive impact in every location. Additionally, our unique flavor profiles and diverse menu options cater to various dietary preferences, making Barberitos an appealing choice for a wide range of customers.”
Roddy emphasizes that Barberitos is about more than serving great food—it also aims to create a community where customers feel a sense of connection. “Our commitment to health, quality, and sustainability is at the core of everything we do,” he says, “and we are excited about the future of Barberitos as we continue to innovate and grow.”
For more information about the Barberitos franchise opportunity, visit https://barberitosfranchising.com/.
