The Evolution of Barberitos: Redefining Fast-Casual Dining with Healthy and Customizable Menus
Explore how WOWorks' Barberitos is revolutionizing the fast-casual dining scene with its focus on health-conscious 'Zillennial' consumers and customizable menu options.
Photo by Jannis Brandt on Unsplash
Introduction to Barberitos' Reinvention
Barberitos, part of the WOWorks family, has recently undergone a significant transformation in its Temple Terrace, Fla., location near Tampa. The reimagined Barberitos Southwestern Grille and Cantina signals a shift towards appealing to health-conscious consumers, particularly the 'Zillennial' demographic, a term coined to describe the convergence of Generation Z and Millennial preferences.
A Focus on Health and Customization
The core of Barberitos' new approach lies in its commitment to health and customization. With a streamlined menu under the slogan 'Healthy as I Want to Be,' the restaurant offers a plethora of options that cater to individual preferences. From build-your-own burritos and bowls to flavorful quesadillas, the menu is designed to provide a balanced and nutritious dining experience.
Leadership in the Fast-Casual Burrito Category
Kelly Roddy, the CEO of WOWorks, expressed excitement about Barberitos' transformation and the brand's positioning in the fast-casual dining landscape. Roddy emphasized the brand's unique selling point by stating, "Barberitos truly stands out as the hidden gem in the restaurant industry." This innovative prototype, according to Roddy, mirrors the evolving tastes of consumers by emphasizing healthy and flavorful options.
The WOWorks Influence
Formed in 2020 and owned by Centre Lane Partners LLC, WOWorks has brought its expertise in fresh and healthy dining experiences to Barberitos and other brands within its portfolio. By incorporating elements of health and personalization, WOWorks aims to elevate the dining experience for customers who seek nutritious yet delicious meals.