News

Salsarita's president stepping down

October 16, 2013

Salsarita's announced today that Larry Reinstein, president and chief operating officer since 2011, will be stepping down effective Oct. 31.

Reinstein came aboard after leading the acquisition team of the fast casual chain. He is credited with refining the brand's positioning, building a new organization and developing a new prototype to allow for growth. He is also responsible for implementing programs focused on creating fresher food options, offering better customer service in the front-of-house, and sharpening efficiency behind the line, according to a news release.

Reinstein previously served as president and chief executive officer of Fresh Concepts, a multiconcept restaurant operating company. He also spearheaded the creation of Fresh City in 1998.

Salsarita's, the Fresh Mexican Cantina, was founded in 2000 in Charlotte, N.C. In June 2011, Phil Friedman acquired the chain that now operates under Salsarita's Holdings LLC. Friedman, who also serves as chairman and chief executive officer, is returning to daily operating responsibilities.

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