WOWorks-owned Barberitos did not have to reinvent the wheel (or overhaul its entire menu) to launch a culinary and brand transformation.
Cole Thompson, the vice president of culinary for WOWorks and head chef for Barberitos helped to rebrand the Athens, Ga.-based burrito company with simple changes like launching a chef-curated menu that doesn’t add new SKUs or LTOs, but instead, repackages what was already available into pre-selected options. This is a big deal for a concept that has only ever offered build-your-own burritos.
“There are a lot of benefits to the chef-curated signature builds, like it improves the cost of goods and enhances the customer experience, especially online,” Thompson said. “A lot of people don't want to build their own. Some people just want to point to a good-looking picture and say, ‘I want that.’ Even in the store, it reduces lines, because a lot of people don’t really know what they want.”
One of the pre-created signature menu items includes the Better Chicken Burrito, which Thompson claims will become Barberitos’ best-selling menu item, and is topped with the brand’s new, cleaner chicken recipe, signature queso, and crispy tortilla strips (a new recipe tossed in seasoning). It’s also grilled on both sides, “like a quesadilla,” Thompson said, which is a first for the brand.
The “better” in Better Chicken Burrito is a hint to the Barberitos’ brand makeover. The Barberitos team is newly marketing the brand as the “better for you” option of the fast-casual burrito chains. The brand stands out among its competitors by offering multiple size options, including a mini burrito, which is 25% fewer calories than the regular option.
Customers can also ask for a whole wheat tortilla or less rice to pare down the calorie counts. When ordering online, customers can select dietary restrictions like gluten-free or keto, and the website will automatically cross out any item that doesn’t follow that diet.
“We all know customers want ‘better for you’ options, especially the younger demographic,” Thompson said. “We typically try to target the ‘Zillennial” that’s between the Gen Z and Millennial demographic and that’s what they want…. Better for you may mean something different depending on the customer. It could mean plant-based, or it could mean high-protein and low-carb. The good thing is we not only have those options, but we have the right tools to make it easier for anyone looking for them.”
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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