Salsarita’s announced Larry Reinstein, president and chief operating officer since 2011, will be stepping down effective October 31.

Reinstein came aboard after leading the acquisition team of the fast-casual chain. He is credited with refining the brand’s positioning, building a new organization, and developing a new prototype to allow for fast and focused growth. He is also responsible for implementing innovative programs focused on creating fresher food options, offering first-rate customer service in the front-of-house, and sharpening efficiency behind the line to run excellent restaurants across the system.

Reinstein previously served as president and chief executive officer of Fresh Concepts, a multi-concept restaurant operating company. He also spearheaded the creation of Fresh City, an eatery that offers a variety of healthy menu options, in 1998.

Salsarita’s, the Mexican cantina, was founded in 2000 in Charlotte, North Carolina. In June 2011, franchising industry veteran Phil Friedman acquired the chain that now operates under Salsarita’s Holdings LLC, a company formed and controlled by Friedman. Friedman, who also serves as chairman and chief executive officer, will return to daily operating responsibilities.

Salsarita’s operates more than 80 locations in 19 states. Growth focus is on increasing penetration in existing markets in the eastern half of the U.S., as well as further growth opportunities at non-traditional restaurants such as universities, airports, businesses, and others. More than 20 current Salsarita’s are in non-traditional sites. Expansion is expected to come from existing franchisees, as well as experienced multi-unit developers or investment groups who have at least one partner with multi-unit experience that can commit to opening a minimum of three to five restaurants in a designated territory.

The company expects to have at least two to three additional franchise agreements before the end of 2013, with long-range projections calling for about 300 locations nationwide within five to six years. Salsarita’s will also continue to open a number of company-owned restaurants each year in key markets across the U.S.