The self-proclaimed 'better burrito' franchise fans out across the Southeast
Look out, Taco Bell. WOWorks is looking for a piece of your business in the southeastern United States.
WOWorks, the St. Petersburg, Fla.-based franchisor of plant-based QSRs such as Saladworks and Zoup!, has pressed down the accelerator on its Barberito’s taco shops.
Barberito’s “the better burrito” shop promise is now being acted upon in 45 restaurants across the Southeast, and 32 more locations have been sold and are in development.
Barberitos recently signed a five-unit agreement with franchisee Kevin Gessert, a University of Georgia alum who discovered the brand while at school in Athens. He will introduce the concept in Alabama’s Birmingham and Tuscaloosa markets.
“I fell in love with Barberitos as a student at UGA and never found anything quite like it after leaving Athens,” said Gessert. “When I started exploring my next career chapter, I kept coming back to the brand. The response we’ve already received from fellow Bulldogs and local residents has been incredibly encouraging.”
All of WOWorks QSR brands are designed to appeal to millennials and Gen Zers by putting forth fresh, flavorful meals catering to specific health, wellness, and dietary needs.
Barberitos’ menu, for instance, includes limited time offerings such as Birria Tacos and Mango Salsa, GLP-1 friendly menu options, and high-protein recipes.
“Barberitos continues to connect with consumers by delivering on where fast casual is headed,” said WOWorks CEO Kelly Roddy. “People want fresh, flavorful food that feels customizable, approachable, and relevant to their lifestyles.”
Fast Casual magazine recently named WOWorks to its Top 100 Movers & Shakers list that recognizes the most innovative and influential brand in the fast-casual dining industry.
“Being recognized as a Top 100 Movers & Shakers brand reflects the strength of our franchise system, the passion of our operators and the growing opportunity we see in markets across the country,” Roddy noted.
