Charlotte - 15 December, 2005 -

Charlotte-based Salsarita's hopes to make its mark in the $850 million Fresh-Mex fast-casual segment by offering a simple operating system and margaritas. The uncomplicated business approach is meant to draw would-be franchisees. The dozen or so Bacardi-blend margaritas on the menu are for everyone else. Salsarita’s new look, unveiled over the holidays, includes a bar where tacos are served at lunch, libations in the evening. “It’s almost like a sushi bar,” says founder Bruce Willette. “You fill out a form and your order is made right in front of you.” The addition of the margarita/ taco bar is just part of Willette’s master plan to distinguish his concept from the segment’s big players Baja Fresh, Chipotle, Qdoba, and, in the Southeast, Moe’s. Those are all Mexican food restaurants. What Willette is building is a chain of Fresh-Mex cantinas capable of competing not only with the rest of the fast-casuals, but the neighborhood Mexican joint, too. On its home turf, the brand is already winning both battles. According to the local alt paper, the best burrito in Charlotte in 2003 could be found at Salsarita's. The concept’s success in Charlotte has piqued the interest of area developers in eight other states. A national licensing deal with Charlotte neighbor, foodservice company Compass Group was signed last summer, and Willette says a developer in the Pacific Northwest has called. “We have a business model that is appealing to a wide variety of people,” he says. “Simple, efficient, and profitable.” Operations at Salsarita's are based on the notion that they can be “appreciated by the experienced operator, but easily learned by the novice.” The catering program, which accounts for 25 percent of Salsarita’s $4.5 million annual sales, revolves around pre-made burritos and do-it-yourself taco and burrito bars. By the end of 2004, the seven unit chain will be a 25-unit one. Another 50 to 65 deals are in development, says Willette.

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