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Barberitos, the Southeast-based fresh-Mex fast-casual chain owned by WOWorks, has been named to Fast Casual’s 2026 Top 100 Movers & Shakers list, capping a stretch of strong franchise development. The brand now operates 45 restaurants and has a pipeline of 32 additional restaurants sold and in development, signaling renewed momentum in the better-for-you dining segment.
The recognition honors the most innovative and growth-focused brands shaping fast casual. Barberitos recently signed a five-unit franchise agreement to enter the Birmingham and Tuscaloosa, Alabama markets, with five more systemwide openings expected before the end of 2026.
Demand for fresh, customizable food. Barberitos credits menu innovation — limited-time offerings such as Birria Tacos and Mango Salsa, GLP-1-friendly options and high-protein recipes — plus flexible store formats and a co-branding tie-up with Frutta Bowls in select locations.
“People want fresh, flavorful food that feels customizable, approachable, and relevant,” said Kelly Roddy, CEO of WOWorks.
The trajectory reflects a wider fast-casual recovery, with customization and better-for-you positioning continuing to win share — a theme echoed across the global foodservice market’s path toward $4.7 trillion by 2030.
Barberitos points to streamlined operations and flexible restaurant formats designed for scalable, multi-unit growth — the same playbook that lets operators commit to five- and ten-unit development deals. That multi-unit logic is central to how international brands weigh expansion, as seen in our coverage of Guzman y Gomez’s pivot toward Asia and MENA.
A 32-unit pipeline against a 45-unit base is the kind of pipeline-to-base ratio that signals a system in growth mode rather than maintenance — a metric international investors should watch when evaluating emerging US concepts. While Barberitos remains a domestic Southeast story for now, its fresh-Mex, customization-first positioning travels well to markets where younger consumers prize personalization and value. For master franchisees, brands proving format flexibility and disciplined multi-unit development at home are often the strongest candidates for cross-border licensing later.
Source: Franchising.com — Barberitos Named to Fast Casual’s 2026 Top 100 Movers & Shakers List
