US-based fast-casual burrito brand Barberitos Southwestern Grill has announced an expansion into Alabama with a ten-unit franchise agreement.
The brand, part of the “better-for-you” dining platform WOWorks, follows its recent brand refreshment, featuring an updated look and an enhanced menu to improve customer experience with quality ingredients and bold flavours.
Serial entrepreneur Haresh Patel is spearheading Barberitos' growth in Alabama.
Patel, who leads POS Properties, has a diverse portfolio including ten American Deli franchise locations and several ZTEC gas stations, among other businesses.
His enthusiasm for Barberitos' offerings has led him to invest in the brand.
Patel said: "After visiting Barberitos, we were immediately hooked — both by the exceptional food and the brand's potential. Our research into the business model revealed a fantastic opportunity to introduce a fresh and healthy dining option to communities across Alabama.
"The support from the WOWorks team has made this journey seamless, and we are excited about the future growth opportunities."
The first two Barberitos outlets are under construction at Wetumpka and Prattville in Alabama, with openings expected by March 2025.
These launches will initiate a wider strategy to expand throughout the state during the year, including at least four more stores.
Patel also plans to integrate another WOWorks brand, Frutta Bowls, into his gas station travel centres.
Frutta Bowls specialises in superfood café options such as acai, pitaya, and kale bowls and smoothies.
WOWorks CEO Kelly Roddy said: "We are thrilled to partner with Haresh Patel and welcome him into the WOWorks family during this exciting time for Barberitos.
"This ten-unit agreement underscores our commitment to delivering healthy and flavourful options to local communities and highlights the momentum of one of our fastest-growing concepts in the fast-casual burrito category."
WOWorks is on the lookout for experienced franchisees to join its expanding portfolio.
In October 2024, WOWorks launched the Barberitos Southwestern Grill and Cantina concept in Temple Terrace, Florida.
