Operations

Canadian burrito chain rebrands in US

Photo: BurritoBar

January 14, 2025

Canada-based BurritoBar USA Inc. debuted its rebranded experience on Dec. 24, 2024, when it opened in Murfreesboro, Tennesee. Originally introduced to the U.S. in 2020 as Burrito Bar, it changed its name last year to Barrio Burrito Bar.

"This transformation represents a milestone for our brand," Colette MacLean, VP of Marketing, said in a company press release. "Barrio Burrito Bar's new identity reflects our dedication to providing a modern and engaging dining experience. The feedback from our customers has been overwhelmingly positive, and we are excited about the journey ahead."

Barrio Burrito Bar's roots trace back to Canada, where its affiliate, barBURRITO, has over 350 locations across Canada. Jeff Young, chief development officer, anticipates similar success in the U.S. It has commitments for over 900 franchised locations nationwide.

"The Master Franchise model has been a game-changer for our expansion," he said in the release. "By empowering franchise partners to develop their territories, we've seen tremendous growth. With numerous agreements already signed, 2025 promises to be a banner year for Barrio Burrito Bar as we continue to open new locations and award new territories."

The Murfreesboro location exemplifies the brand's dedication to culinary excellence. Guests can enjoy an extensive menu of customizable options, featuring over three million flavor combinations. From signature burritos and tacos to unique dishes exclusive to the franchise, every item is crafted with fresh, high-quality ingredients to ensure a satisfying dining experience.