Chris and Tyler Wooten know what smart franchising looks like: Give customers more choices.
The Wooten family understands today’s diners. Variety matters. Some days you want a classic Jersey Mike’s sub. Other days you crave fresh Baja-style flavors. That’s why this father-son team is bringing Rocky Mount’s first Burrito Shak location this August.
Chris and Tyler Wooten already run four Jersey Mike’s locations and a Ribeyes Steakhouse. Now they’ve signed for three Burrito Shak restaurants. Their first location brings this exciting burrito franchise to Rocky Mount, North Carolina. The local dining scene has been waiting for exactly this type of fresh, fast-casual option.
The multi-brand advantage that changes everything
“Customers want options, and we’re here to deliver them.” This thinking drives multi-brand franchising. The strategy has exploded in popularity. Industry data shows 54% of all franchisees now operate multiple units. Nearly 14% manage completely different brands.
The Wootens represent a growing trend. They’re sophisticated franchise operators who understand that diversification creates stronger businesses. Jersey Mike’s dominates the premium submarine sandwich market. The brand averages $1.35 million in annual sales per location. Burrito Shak fills a completely different need. This coastal-themed burrito franchise offers made-from-scratch Mexican cuisine. Rocky Mount’s 54,000 residents haven’t experienced anything like it – yet!
This isn’t about competition between their brands. It’s about completion. Jersey Mike’s serves lunch crowds seeking authentic East Coast subs. Burrito Shak attracts families wanting customizable burritos, bowls, and tacos made fresh daily. The operational benefits are clear: shared marketing costs, combined staff training, and cross-promotion between locations.
Rocky Mount gets exactly what it’s been missing
Rocky Mount is the perfect market for a quality burrito franchise expansion. The city sits strategically along the I-95 corridor. It’s just 45 miles from Raleigh. The area sees significant commuter traffic during lunch hours. Daytime population increases by 16%.
The current Mexican restaurant scene includes traditional sit-down places and one Chipotle. This leaves a clear gap for Burrito Shak’s fast-casual, made-to-order approach.
The timing couldn’t be better. The fast-casual dining segment will grow 13.7% annually through 2029. Mexican cuisine continues ranking among Americans’ top three favorite food categories. Rocky Mount’s ongoing downtown revitalization creates the perfect environment. The popular Rocky Mount Mills development shows the community wants fresh dining concepts.
The Wootens completed their intensive Burrito Shak training this month. They spent 80 hours mastering everything from the brand’s signature coastal atmosphere to scratch-made preparation methods. Burrito Shak’s “Quick. Crafted. Coastal.” promise fits perfectly with Rocky Mount’s community-focused dining culture.
Smart franchising meets smart business
What makes multi-brand franchise operations so powerful? The answer is risk diversification and operational efficiency. Single-brand operators face challenges when economic conditions affect their specific market segment. Multi-brand operators like the Wootens spread risk across different food categories and customer bases.
The financial benefits are real. Multi-brand operations typically achieve 10-20% higher revenue through operational efficiencies. Administrative costs get shared: accounting, marketing, staff management. These costs spread across multiple revenue streams. Employee cross-training provides scheduling flexibility that single-brand operations can’t match.
For customers, the benefits are immediate. Families don’t need to compromise when everyone wants something different. Business groups can satisfy diverse preferences with one trusted franchise operator. Loyalty programs can reward customers across multiple restaurant concepts. This creates stronger community connections.
Jersey Mike’s proves this strategy works. The brand’s average unit volume of $1.35 million ranks among the industry’s best. The failure rate stays at just 2% compared to an 11% industry average. Burrito Shak brings similar success potential: This emerging franchise brand based in North Carolina expanded rapidly from 8 to 15 locations in 2024 alone.
The coastal vibe comes to Carolina
Burrito Shak’s unique positioning sets it apart in Rocky Mount’s dining landscape. Chef David Longo founded the brand. He combines serious culinary credentials with beach-inspired atmosphere. Every menu item takes its name from coastal towns and surf breaks. The made-from-scratch approach ensures quality that matches the coastal premium positioning.
The menu features build-your-own burritos alongside signature creations. You’ll also find bowls, tacos, quesadillas, and fresh salads. House-spiced proteins, handmade corn tortillas, and daily-made salsas deliver authentic flavors. These have earned Burrito Shak recognition as “Best Taco in North Carolina.”
The Wootens’ August opening is approaching fast. They’re positioned to capture both lunch commuter traffic and evening family dining. Rocky Mount’s location provides both opportunities. Their three-location development agreement ensures this successful burrito franchise will have room to grow throughout the region.
The franchise industry’s explosive growth is projected to add 20,000 new units in 2025. This reflects consumers’ increasing preference for proven business models and consistent quality. Multi-brand operators like the Wootens represent the future of smart franchising. They deliver variety, efficiency, and community connection that single-concept restaurants simply cannot match.
Rocky Mount’s dining scene is about to get a whole lot more interesting. Be sure to follow this Rocky Mount Burrito Shak on Facebook to stay in the loop with this new restaurant opening!
To learn more about the Burrito Shak restaurant franchise opportunity, please request our Franchise Information Kit today!
