At Rosa’s Café, fresh ingredients aren’t just a premium, they’re a point of pride. In fact, none of the fast-casual, Mexican restaurant’s 31 locations, spanning most of west Texas, even have a freezer. “Everything is prepared fresh daily,” says VP of Operations Carlos Hernandez. “It’s what helps give Rosa’s its authentic flavor profile.” Homemade tortillas, seared fajitas and a salsa bar featuring more than a half-dozen varieties have drawn a loyal following since 1988. As Rosa’s continues to expand throughout the state, Hernandez says the chain has had to employ dedicated property-scouting teams to find locations large enough to accommodate the 280-seat restaurants. Maybe everything is bigger (and fresher) in Texas. 

LocationFort Worth, Texas
2010 Systemwide Sales ($000)$43,800,000*
YOY Sales Change4.3%
2010 U.S. Units31
YOY Unit Change10.7%
2010 Average Unit Volume ($000)$1,500,000*
Future 50 Year2011
*Technomic estimate

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