Franchise Red Burrito makes regional debut
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Red Burrito
Red Burrito has arrived — it moved in with Hardee’s on South Salisbury Boulevard a few days ago in a dual branding concept that introduces the Mexican-style, fast-casual restaurant with an upscale bent — décor and menu-wise.
Alongside Hardee’s burgers are Red Burrito’s plump, namesake beef or chicken tortilla wraps — with or without a side of refried beans, chips and rice.
Red Burrito is the East Coast variety of quality Mexican fast food, similar to its sister brand, Green Burrito, that pairs with Carl’s Jr. restaurants in Western and southwestern markets. The brands are owned by California-based CKE Restaurants Inc., and the Salisbury location brings to 119 the number of Red Burrito restaurants nationwide.
“It’s something new in your own back yard, the first one in the mid-Atlantic,” says Michael Cato, vice president of operations at Annapolis-based OTAC Inc., which owns the local franchise. “There are two concepts under one roof.”
Cato’s father, Paul, launched OTAC in 1991, and since then, the franchise of Hardee’s restaurants has grown to 21 in Maryland and Delaware. It’s no coincidence OTAC — (which backwards, spells Cato) — chose the South Salisbury Boulevard Hardee’s to introduce Red Burrito.
Gold, Hawk cards
The location — across from the Salisbury University main campus, and in yards of the new, 800-space SU parking garage off bustling northbound Route 13 — is a high performer, Michael Cato says.
“The general manager and district manager have won multiple recognition, and the company is confident they’ll deliver,” Cato said of general manager Tanika Harmon, and Susan Ward, district manager of a block of Hardee’s between Pocomoke and Seaford.
Ward points to a massive renovation that adds amenities like free Internet access and flat-screen television sets scattered about. Student debit cards are accepted, she said, underscoring university-friendliness.
“We accept the SU Gold card and the Hawk card,” Ward said, referring to student cards issued at Salisbury University and nearby University of Maryland Eastern Shore. “We felt that college students would be more apt to want this type cuisine, particularly the Red Burrito, and we make it convenient.”
