This fast-growing Mexican food franchise has undergone an exciting and innovative brand transformation in recent years. Since dropping Fresh Cantina from their name in the fall of 2016, the fast-casual restaurant has seen big changes; including remodeling projects and reworking their menu by paying close attention to consumer feedback and demographic trends. “We are always looking for ways to enhance our menu and appeal to a wide audience, offering every guest an option for their particular palates. Today’s customers value choice and we’re stepping up to the plate, literally”, said CEO Phil Friedman.1
STRIKE A BALANCE WITH BOCA
As the demand for plant-based protein grows, so do consumer expectations. When looking for the right meat alternative for their menu, Salsarita’s wanted a high-quality product that would appeal to vegans, vegetarians and meat eaters alike. Another key consideration was brand recognition. Without the cachet of a household name, consumers are less likely to give new offerings a chance. That’s where BOCA Veggie Ground Crumbles entered the equation. As a recognizable name in the plant-based space, Salsarita’s saw a great opportunity to offer delicious and vegetarian-friendly nachos, burritos, tacos, burrito bowls and salads.
FOLLOW WHAT’S TRENDING
Since Salsarita's is a regional franchisor, they have franchisees who own other food service concepts as well. This means these business owners have their finger on the pulse of what’s already working and are able to swiftly and effectively adapt new trends at their Salsarita’s locations.
In fact, the company as a whole is paying attention to consumer-engaging trends and striking while the grill is hot. In early 2019, they launched their Salsarita’s app, which lets the consumer place orders from their phone, participate in their rewards program, and take advantage of discounts and special offers like seasonal salsas and new toppings on the menu.
They’ve also announced the return of their $5 nachos on November 6th, to celebrate National Nachos Day.
Continually moving toward a customer-focused experience and flexible business model has given Salsarita’s the opportunity to strengthen their relationship with their customers. From their emerging female demographic to the ever-growing vegetarian and vegan consumer, the brand is excited to continue growing based on following the feedback of their patrons. BOCA Veggie Ground Crumbles has been one way they’ve shown they can recognize and deliver on what people want. The next year should be filled with even more exciting opportunities to demonstrate this ability.
