Salsarita’s Fresh Cantina is hoping to capitalize on the most important meal of the day through its new national breakfast catering program. The North Carolina-based chain’s menu will now be available throughout the day—it already offers lunch and dinner catering.
Paul Mangiamele, the company’s chief executive, said the new program gives the Salsarita’s the opportunity to showcase its menu to an audience that may not consider the restaurant for early morning fare. "As a fresh-Mexican concept, we offer flavorful, tasteful food beyond your traditional bagels and doughnuts," Mangiamele said. "Our breakfast menu has been widely received thus far, and we hope to carve a niche in the market with our new offerings." The chain plans to provider customers with such items as a burrito bar and Mexican potatoes, as well as salsa, cheese and assorted biscuits.
Mangiamele said the national breakfast catering program provides Salsarita’s operators with a new revenue stream. Furthermore, he said the company has already experienced considerable benefits due to the program.
"Although this will not be an appropriate fit for all stores, we've already seen it gain up to 10 to 12 percent of our sales mix in select markets." The chain—which was named as one of the National Minority Franchising Initiative’s top 50 franchises for minorities—has nearly 100 locations nationwide, and plans are to expand to 200 units by the end of 2012.
