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Überrito Fresh Mex Launches Ambitious Franchise Expansion Plan

July 09, 2021 // Franchising.com // HOUSTON - On Durham Drive in the heart of Houston’s Durham Park neighborhood, stands an old wood paneled building with a covered patio and tin roof overhang. There’s a simple spirit to it. Today, it’s gone through some remodeling and upgrades, but atop it all still hangs an iconic Überrito sign. For nearly a decade, this inventive Überrito location has known that when it comes to flavor - fresh, quality ingredients are the building blocks of a great meal. Since day one, this iconic Überrito location has been serving up above-and-beyond authentic Mexican favorites - ultimate fresh-made burritos, tacos, bowls, salads, and nachos to guests of all ages who consider Überrito their quintessential and authentic fast casual Mexican spot.

From the time Überrito Fresh Mex was launched in 2014, the brand has been engrained in the tradition of quality, variety, and experience. Today, that set of core values still determines the restaurant concept’s direction and has kept the brand on solid footing, even during the height of the pandemic, without sacrificing its from-scratch cooking roots.

“Almost everyone can relate to a freshly made burrito or taco because people are driven by an emotional connection to authentic Mexican food - it’s very strong and powerful,” said Pete Pascuzzi, CEO of MRI Heritage Brands, Inc. “We’ve remained true to who we are as a brand since day one, but as the restaurant industry evolves, we’re doing the same - both with our menu and now with our franchise offering.”

Überrito’s story began nearly a decade ago. Over the years the Überrito brand has grown, introducing new products while refining its scratch-cooking operations and recently added beer, wine, and margaritas to its menu mix to become even more relevant to today’s evolving customer. The investment paid off - 2021 sales trends are on track to hit $1.5 million.

“Our longstanding history of operating multiple restaurant brands across several states provided us with the runway and experience to position Überrito for franchising success,” said Pascuzzi. “There was a fundamental shift happening in consumer dining habits prior to 2020, which the pandemic accelerated. Überrito is a fresh, fast and friendly environment that has adapted to today’s guest, which will allow our franchise partners to take full advantage of dine-in, take-out, delivery, drive-thru, and pick-up lane options.”

“At every level of the company, our people choose to stay in it. We have people in our headquarters running system-wide operations that began their careers years ago by working shifts in our kitchens. That has everything to do with the fact that Überrito is a great place to work and our people are happy - something this simple can have an enormous impact on your growth,” Pascuzzi said.

SOURCE Überrito Fresh Mex


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