Houston — Authentic fast-casual Mexican concept Überrito Fresh Mex, which first launched in 2014 in Houston’s Durham Park neighborhood, has revamped its restaurant model and, with the support of parent company MRI Heritage Brands, Inc., eyes a more ambitious franchise expansion program.
“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,” says Pete Pascuzzi, CEO of MRI Heritage Brands, Inc. “We’ve remained true to who we are as a brand since Day 1, but as the restaurant industry evolves, we’re doing the same — both with our menu and now with our franchise offering. While Houstonians have known and loved us for many years, we’re excited to introduce our fresh-is-first Überrito approach to more cities and neighborhoods across the Lone Star State and the country.”
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. The investment paid off: 2021 sales trends are on track to hit $1.5 million.
Today, Überrito has several locations spread across greater Houston and its revamped model, upgraded training and support, state-of-the-art technology and new operational efficiencies are credited for igniting the brand’s surge into franchise development.
A reduced footprint and hyper-efficient operations are enabling Überrito to enter new territories that were previously untouched. Through the end of 2021, the brand is targeting four to six new franchise agreements and several new openings in markets such as South and Central Texas, Colorado, North and Central Florida, and Georgia to name a few.
Überrito is part of MRI Heritage Brands, Inc. For more information visit www.Uberrito.com/franchise.
MRI Heritage Brands, Inc. (MRI) is a restaurant company that currently operates and franchises restaurants in Texas, Oklahoma and Louisiana. Its brands include Casa Olé, Monterey’s Little Mexico, Überrito Fresh Mex, Tortuga Mexican Kitchen and Crazy Jose’s. For more information, visit www.mricorp.com.
SOURCE: MRI Heritage Brands, Inc. (MRI)