With its endless fresh and diverse menu options, Überrito raises the bar for what many might expect from a fast-casual experience. Make one trip to Überrito, and you will know that it most definitely is not just another burrito joint. By Elice Morgenson
With its endless fresh and diverse menu options, Überrito raises the bar for what many might expect from a fast-casual experience. Make one trip to Überrito, and you will know that it most definitely is not just another burrito joint. But how do you put all of that flavor into words? To Überrito, the word “über” means above and beyond, and that is exactly what the brand strives to deliver to guests during every visit.
Described as fresh-Mex, the restaurant’s menu offers burritos, bowls, salads, nachos, and tacos built exactly the way you want, with over 41 options. Überrito puts a unique spin on traditional recipes with its house-made marinades and seasonings. If you have difficulty making decisions, the menu also boasts Ten Tasty Tacos built to deliver the ultimate flavorful experience. Limited-time offerings, such as the current surf-and-turf option, keep the menu fresh. After enjoying lunch or dinner, don’t forget to order dessert. The Mexican doughnuts are addictive and keep guests coming back for more.
Überrito, originally Mission Burrito, started in the Houston, Texas area in 1995. The original brand had developed a cult following for the amazing burritos it offered. Überrito’s founders decided to take that proven concept to the next level.
“Our franchisees always mention the quality of the food. We have taken great efforts to put the finest and freshest products in front of our guests. Some people ask, ‘With so many options, how do you keep it all fresh?’ We have developed a system to make sure all of the items on the line are fresh and made from scratch daily. When you walk our line, the number of flavor combinations and options are so much more than you are able to find anywhere else,” explained Greg Snodgrass, COO of Überrito.
The brand is dedicated to the success of each location and takes great care to make sure franchisees are given the support they need. Überrito is part of the Mexican Restaurants, Inc. family, which gives them an edge for sourcing the best ingredients at a great price. Franchise discounts are available for multiple location agreements, and the brand prides itself on offering a veteran discount.
Always staying ahead of the trend, Überrito rolled out an app in 2021, which has increased efficiency and made ordering that much easier. Currently, pickup windows are in development and will streamline mobile ordering and delivery.
Recently, the addition of the Überrito food truck has created quite a buzz as well. Before franchisees open a new location, the food truck parks outside and introduces customers to the Überrito experience. The eye-catching lime-green graphics on the truck create awareness, and guests are given the opportunity to walk the line, sample the food and download the app. The food truck is also available as a franchisable option or as an additional revenue stream for a location.