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Top 100: People - Phil Friedman

January 21, 2013

No.20 Phil Friedman
CEO, Salsarita's

Former McAlister's CEO Phil Friedman purchased Salsarita's Fresh Cantina in 2011, bringing on board Larry Reinstein, the former Fresh City president and CEO, as his operating partner. Salsarita's has 80 stores open across 19 states, and Friedman hopes to make the same mark there he did at McAlister's — growing the sandwich chain from 27 units to 300 before his 2010 departure.

After he left McAlister's, he was in search of something new. Friedman found his calling in the form of the fresh-Mex chain that specializes in made-to-order burritos, tacos, enchiladas and salads, and he has spent the last six months on the road visiting the chain's large franchisee base. In 2013, we expect Friedman will continue his quest to make Salsarita's a success.

Download the complete 2012 FastCasual Top 100.