News

Salsarita's adds 'house burrito' to the menu

April 1, 2012

Salsarita's has announced the launch of its first new menu item under the new leadership of Phil Friedman and Larry Reinstein, who took over the chain in 2011.

Beginning today, 'CasaRito – the Saucy Burrito' will be available to restaurant guests in three varieties:  Quesarito (burrito covered with creamy queso), Rancharito (burrito covered with a robust ranchero sauce) and Tomarito (burrito covered with warm, spicy tomatillo salsa).

Backed by a local-store marketing plan featuring direct mail and point-of-purchase materials, the new knife-and-fork burrito will be offered for both dinner and lunch and will give guests a unique way to flavor their favorite burrito. Each will feature new packaging to hold the sauce and provide an easy dine-in or to-go Salsarita’s experience. 

"We are very excited for the debut of our new line of sauced burritos," said Salsarita’s CEO Phil Friedman. "We believe this is a new and unique menu offering not found in other Mexican restaurants."

The name "CasaRito" comes from the Spanish term for "house burrito."  Salsarita's will welcome the new menu item with a Cantina Card Game, based on traditional Mexican lottery games, that offers guests the opportunity to win a free CasaRito on their next visit.  

Salsarita's offers two sizes of burritos and quesadillas as well as tacos, Mexican salads and nachos. Founded in 2000 in Charlotte, N.C., Salsarita's was acquired by franchise industry veteran Phil Friedman in 2011. Salsarita's operates more than 80 franchised locations in 21 states and Puerto Rico. Five to 10 locations will be added in 2012, with long-range projections calling for about 400 locations nationwide within five to six years.

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