The addition of the margarita/ taco bar is just part of Willette's master plan to distinguish his concept from the segment's big players—Baja Fresh, Chipotle, Qdoba, and, in the Southeast, Moe's. Those are all Mexican food restaurants. What Willette is building is a chain of Fresh-Mex cantinas capable of competing not only with the rest of the fast-casuals, but the neighborhood Mexican joint, too. On its home turf, the brand is already winning both battles. According to the local alt paper, the best burrito in Charlotte in 2003 could be found at Salsarita's.