WOWorks’ creates new image for fast-casual burrito brand
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WOWorks has unveiled its reimagined Barberitos Southwestern Grille and Cantina with a new restaurant in in Temple Terrace, Fla., near Tampa, Fla.
The St. Petersburg, Fla.-based company, which has a number of brands in its portfolio, said the new Barberitos is looking to attract a health-conscious “Zillennial” demographic.
The Barberitos was opened Sept. 12 by franchisee Matt O’Neill. The brand has 45 restaurants in eight states, a spokesperson said.
“We are thrilled to showcase this brand's fresh new image that perfectly aligns with our brand philosophy. Barberitos truly stands out as the hidden gem in the restaurant industry,” Kelly Roddy, WOWorks CEO, said in a statement. "This innovative prototype reflects our commitment to evolving alongside our customers' preferences. With an emphasis on healthy, flavorful choices, Barberitos is poised to lead the fast-casual burrito category.”
Barberitos has streamlined its menu under the “Healthy as I Want to Be” slogan and offers customizable options, from burritos and bowls to quesadillas.
WOWorks was formed in 2020 and is owned by Centre Lane Partners LLC. Its portfolio includes Saladworks, Frutta Bowls, Garbanzo Mediterranean Fresh, and The Simple Greek.
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