Salsarita’s Names New Director of Marketing

Yanira Castro Brings 14 Years of Experience to Salsarita’s Fresh Cantina

October 08, 2012 // // Charlotte, N.C. - Salsarita’s, the national Fresh Mexican Cantina, is pleased to announce a new addition to its corporate team: Director of Marketing Yanira Castro. Castro brings 14 years of restaurant and technology experience to the fast-casual franchise. She will lead the marketing team in developing and implementing new campaigns nationwide.

“I'm thrilled by the potential I see in Salsarita's,” Castro said. “I look forward to meeting and working with each and every franchisee to take our marketing to the next level and make us a powerful force in the restaurant industry.”

Previously, Castro spent five years as the East Coast regional marketing manager at a national casual dining restaurant, where she implemented sales and marketing initiatives that generated more than $25 million in sales in three years. Prior to that, she worked as a regional marketing consultant for Chipotle Mexican Grill, where she boosted sales in her market by 76 percent and exceeded annual sales objectives. She has also worked in public relations and corporate communications, giving her a broad range of expertise.

“Yanira brings a unique combination of agency, corporate and real-world restaurant marketing experience with her to Salsarita’s,” said President and COO Larry Reinstein. “As the head of our growing marketing team, her breadth of experience is going to really help our franchise community and brand expand.”
Castro will be at the helm of upcoming marketing initiatives as Salsarita’s targets new expansion efforts, including increased penetration in existing markets and further growth opportunities at nontraditional sites such as universities, airports and businesses. She will also work with existing franchisees on national marketing and advertising campaigns, and will develop strategies to attract new franchisors.

“We purchased Salsarita’s knowing that key capabilities were going to need further development. With Ms. Castro, we are adding meaningful marketing know-how to those capabilities,” said Phil Friedman, CEO. “These combined capabilities are creating a promising future that will attract talented franchise development groups.”

About Salsarita’s

Founded in 2000 in Charlotte, N.C., Salsarita’s operates more than 80 franchised locations in 19 states. Two restaurants are company-owned. Salsarita’s expects to have at least 2-3 new franchise agreements signed before the end of 2012, with long-range projections calling for over 300 locations nationwide over the next several years. For more information, visit

Media Contact:

Sanderson & Associates, Ltd.
Courtney Thomas



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