Barberitos, a fast-casual burrito brand under the WOWorks umbrella, has announced an expansion in the Tampa/St Petersburg market in the US state of Florida with a seven-unit development agreement.
The growth initiative is headed by Matt O’Neill, a Tampa Bay native and restaurant operator.
Go deeper with GlobalData
O’Neill’s first Barberitos location in Tampa, which opened in 2024, became one of the brand’s top restaurants within its initial six months.
The expansion in the Tampa/St Petersburg market is driven by Matt O’Neill’s experience in restaurant operations and growth.
He stated: “I visited a Barberitos more than a decade ago and immediately saw the potential for the concept in Tampa.”
“The strong performance of our first location and the brand’s strong support system validated that belief. Tampa Bay is one of Florida’s most promising growth markets, and I’m confident it’s the right place to scale the brand.”
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataO’Neill, who has developed a restaurant concept of his own, has also previously held corporate roles at Zaxby’s and Einstein Bagels, focusing on launching new locations and turning around underperforming units.
He co-owns a private equity firm with his brother that specialises in the hospitality and retail sectors, and is a member of Barberitos’ Franchise Advisory Council.
WOWorks CEO Kelly Roddy stated: “We’re proud to continue partnering with Matt as he expands Barberitos’ presence in high-potential markets such as Tampa/St Pete.”
“This agreement reflects the strong demand for Barberitos’ fresh, health-conscious dining options and our commitment to partnering with visionary entrepreneurs to expand our footprint.”
WOWorks is on the lookout for experienced franchisees to join its family of “better-for-you” brands, as it aims to broaden its portfolio.
Barberitos represents a lucrative opportunity for entrepreneurs, offering unit-level economics and growth potential in the fast-casual burrito segment.
The brand’s outlets feature modern interiors and a streamlined menu, prioritising nutritious meals prepared in-house, including customisable burritos, bowls and quesadillas.
In December 2024, Barberitos Southwestern Grill revealed plans for expansion into Alabama with the signing of a ten-unit franchise agreement.
