The reimagined Barberitos Southwestern Grille and Cantina will offer a wide array of customisable meals, including burritos, bowls and quesadillas. Credit: WOWorks / PRNewswire.

US-based fast-casual dining brand WOWorks has launched the Barberitos Southwestern Grille and Cantina concept in Temple Terrace, Florida.

The move aims to attract the health-conscious “Zillennial” demographic, offering them a fresh and nutritious dining option.

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WOWorks noted that the new Barberitos location will be spearheaded by local franchisee Matt O’Neill, and will feature a host of improvements that are designed to enhance the customer experience.

The new location offers its guests a modern and welcoming ambience, along with a refined menu with a wide array of customisable meals, including burritos, bowls and quesadillas.

Each dish is crafted using premium ingredients, catering to those seeking a nutritious yet delicious culinary experience.

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WOWorks CEO Kelly Roddy 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.

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“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.”

Established in 2020 and a subsidiary of Centre Lane Partners, WOWorks manages a diverse portfolio of foodservice brands such as Saladworks, Zoup, Frutta Bowls and Z!Eats.

In August 2023, WOWorks introduced a new ghost kitchen platform, WOW Kitchens, which offers a selection of menu items from WOWorks’ fast-casual brands and virtual concepts, along with a preview of its future shared kitchen models.

The move was part of the company’s strategy to establish a new standard in the restaurant industry by providing new growth opportunities for its existing franchise network.