In an era where diners are increasingly discerning about their food choices, WOWorks has positioned itself at the forefront of better-for-you dining, offering vibrant and nutritious meal options that don’t compromise on flavor. The recent launch of Barberitos Southwestern Grille and Cantina in Temple Terrace, Florida, signifies a transformative moment for the brand. With a refreshed aesthetic and a menu tailored for health-conscious consumers, Barberitos is set to become one of the best-kept secrets in the fast-casual dining scene. Under the dynamic leadership of WOWorks CEO Kelly Roddy, the brand is on a mission to attract a younger audience and establish itself as the premier choice for healthy burrito lovers.
The Launch of Barberitos in Tampa
On September 12, 2024, the newly-reimagined Barberitos opened its doors, spearheaded by local franchisee Matt O’Neill. This grand opening is not just a milestone for Barberitos, but a testament to WOWorks’ commitment to evolving with the tastes and preferences of today’s diners. The redesigned restaurant features a contemporary, welcoming ambiance and a streamlined menu that emphasizes health and nutrition.
The upgraded Barberitos menu boasts an array of chef-curated, nutritious dishes made in-house, inviting guests to customize their meals with options ranging from burritos and bowls to quesadillas, all crafted with high-quality ingredients. Kelly Roddy expressed his enthusiasm for the launch, stating, “We are excited to unveil this brand’s fresh new image that perfectly aligns with our philosophy. Barberitos truly stands out as a hidden gem in the restaurant industry.”
Targeting the “Zillennial” Demographic
WOWorks is strategically targeting the “Zillennial” demographic—a compelling blend of Millennials and Gen Z—who prioritize health, sustainability, and distinctive dining experiences. This audience seeks more than just a meal; they desire options that resonate with their values and lifestyles.
“This innovative prototype reflects our commitment to evolving alongside our customers’ preferences,” said Roddy. “With a strong focus on healthy, flavorful choices, Barberitos is poised to lead the fast-casual burrito category.”
According to the National Restaurant Association, 70% of adults are more inclined to choose restaurants that offer healthy menu selections, a trend that is even more pronounced among Millennials and Gen Z. These generations consistently prioritize health in their dining decisions, driving Barberitos’ dedication to crafting healthier options.
Embracing this ethos, Barberitos operates under the “Healthy as I Want to Be” mantra, empowering guests to customize their meals to meet their dietary needs. Whether they prefer a light, nutritious bowl or a hearty burrito, Barberitos guarantees that each dish is prepared with care and quality, distinguishing itself in a market where healthy options can often be hard to find. This commitment aligns seamlessly with the growing trend toward delicious yet health-conscious eating habits, making Barberitos an attractive choice for young, health-savvy diners.
CEO Kelly Roddy’s Vision, Leadership, and Outlook for the Future
Kelly Roddy’s career has been marked by transformative leadership and the ability to rejuvenate brands. As the former president of Schlotzsky’s, he successfully repositioned the brand, doubling average unit sales. In 2019, Roddy took the helm at Saladworks, expertly guiding the brand through the challenges posed by the COVID-19 pandemic.
Since the inception of WOWorks in 2020, Roddy has unified a diverse portfolio of better-for-you dining brands, including Saladworks, Garbanzo Mediterranean Fresh, Frutta Bowls, The Simple Greek, and Barberitos. His innovative strategies have fueled rapid expansion across the U.S. and Canada, with Barberitos boasting over 45 locations and poised to lead in the fast-casual dining space.
Looking ahead, Roddy envisions Barberitos as a pivotal player in the future of fast-casual dining. “Our goal is to expand Barberitos’ footprint nationwide while continually evolving the brand to meet the increasing demand for health-conscious, sustainable, and customizable dining experiences,” he said. With plans for new franchise locations and enhanced digital ordering options, WOWorks aims to capture a larger market share by catering to the needs of younger, health-focused diners.
Under Roddy’s visionary leadership, WOWorks remains committed to innovation and growth, with Barberitos leading the charge as a model of what the future of better-for-you dining can achieve. As the brand continues to evolve, it promises to be a delightful discovery for anyone seeking a fresh, healthful, and delicious dining experience.
