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.

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.

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.

“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.