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“Things that are little become big,” Phil Friedman, CEO of Salsarita’s Fresh Cantina, told the KnoxNews.com, of his vision to expand the Mexican restaurant chain across the Southeast.  The company, famous for its burritos, tacos, enchiladas and salads, has more than 80 locations and Friedman hopes to build more with better customer service and hospitality.

Phil Friedman doesn’t believe in spending his time inside an office.

The CEO of Salsarita’s Fresh Cantina can be found most days at one of the company’s more than 80 locations.

Getting a lot of Friedman’s attention — Knoxville brothers H.P. and J.T. Patel of Laxmi Ventures, the largest franchisee of the Charlotte, N.C.-based chain of fast casual Mexican restaurants.

Friedman, who grew McAlister’s Deli from 27 to 300 locations as its former CEO, is working with the Patels to “take it to the next level.”

The industry veteran, who says he left McAlister’s “in search for something new,” is betting big on Salsarita’s, which specializes in made-to-order burritos, tacos, enchiladas and salads.

Friedman, who acquired Salsarita’s last year, called it an “underutilized brand” that he hopes to expand through its existing markets across the Southeast.

Single-unit franchisees represent 85 percent of the company, but over time, he says he’ll be working to reverse that statistic.

“We have a good product, a good variety at a good value,” he says. “It’s on trend. It offers real value, not cheap value.”

The company will focus heavily on hospitality — more smiling and making sure customers are taken care of with servers going to them for refills and extra chips.

“Things that are little become big,” he says.

Developing a brand can be done in a lot of ways but it’s best done at the local level, not through “a corporate structure driven from the headquarters,” Friedman says.

“My belief is we want to channel all that we offer into the brand, not control it,” he adds.

Photo by ChuckDriver