Founded in 1995, Überrito Fresh Mex quickly won the hearts of the community of Houston. The company’s founding principles of fresh ingredients and variety gained a cult following of loyal guests. By Kelsi Trinidad
Founded in 1995, Überrito Fresh Mex quickly won the hearts of the community of Houston. The company’s founding principles of fresh ingredients and variety gained a cult following of loyal guests. This large following is due to how the company re-envisioned the fast-casual Mexican restaurant model, by allowing guests to customize their meals, with over 41 options.
Innovation has always been at the heart of Überrito. The company built its reputation by revolutionizing the fast-casual Mexican restaurant model with the number of quality ingredient options available to guests. Earlier this year, the company launched an app that allows guests to order remotely, read the menu and connect with third-party delivery services. Along with the debut of the app, Überrito launched a guest loyalty program that incentivizes guests to return and establish a consistent revenue stream.
“We’re very, very excited with the technology side of building our business,” said Bryan Pelt, Überrito’s vice president of franchise sales. “That’s something that is always going to be a focus as technology progresses. We’re always wanting to stay on top of the tech world.”
The company launched its franchise in 2016 and instantly found success. Überrito currently has five locations but is looking to supercharge its expansion in the coming years. “Coming out of COVID, we really set our goals high this year, and we’re looking to close 10 franchises this year,” said Pelt. “We’re looking at another 12 to 18 in 2023.”
With its finger on the pulse, Überrito introduced a food truck franchise option this year, which adds another appealing aspect to the business. The food truck allows franchisees to enter the business at as low as $151,100 and attract a different crowd than the brick-and-mortar storefronts. Pelt explained that the team works closely with franchisees to help roll out the truck option.
Überrito’s success comes down to the simple formula on which it was founded. “Customers want a great experience, and they want variety,” said Pelt. “That’s what makes us a little different from our competitors: the freshness, the variety and the vibe when they come in.”
Kelsi Trinidad