Is Freebirds a Texas thing?

Freebirds World Burrito, commonly known as Freebirds, is a popular fast casual tex-mex restaurant chain that is most prevalent in Texas. With its headquarters in Austin and the majority of its locations within the Lone Star State, Freebirds has become closely associated with Texas food culture.

The History of Freebirds

Freebirds was founded in 1987 by Mark Orfalea, who opened the first Freebirds World Burrito in Isla Vista, California next to the UC Santa Barbara campus. The idea for Freebirds came when Orfalea wanted to recreate the big, tasty burritos he had tried in Southern California after moving there from Massachusetts.

Orfalea began serving what became Freebirds’ signature freshly made-to-order massive burritos filled with a choice of ingredients. The name “Freebirds” was chosen as a reference to the free spirited customers of the time. While Orfalea perfected his burrito recipe in California, it would be Texas that truly embraced the Freebirds concept.

The first Texas Freebirds opened in College Station in 1991 to serve the student population of Texas A&M University. It quickly became a hit. The restaurant chain expanded throughout Texas over the 1990s, serving bold, customizable burritos stuffed with smoked meats, beans, rice, and salsas to hungry college students and Texans. Today there are close to 70 Freebird locations in Texas alone.

Why Freebirds Became Popular in Texas

There are several factors that helped Freebirds take off in Texas and become ingrained in the local food culture:

• The focus on massive, customizable burritos resonated with Texan tastes and preferences for large portions and bold flavors.
• Opening locations near Texas colleges and universities provided exposure to generations of students who became lifelong loyal customers.
• Freebirds’ laidback vibe and California roots aligned well with Austin’s emergent culture in the 90s.
• As production of tortillas flourished in Texas, high quality tortillas became a larger part of the local diet and enabled restaurants like Freebirds.
• Relative lack of competition in the fresh-made tex-mex burrito category when Freebirds arrived.
• Texas-sized dining portions with approachable pricing appealed to Texas sensibilities.

As a California transplant, Freebirds might have struggled to gain acceptance in the Texas market. However, the brand strategically tailored its offerings to local tastes in the Lone Star State. By emphasizing bold flavors and Texas-sized portions, Freebirds succeeded in becoming a Texas favorite.

How Freebirds Became Part of Texas Culture

Over the past 30+ years, Freebirds has steadily become an iconic Texas brand ingrained in the local culture. Here are some of the ways Freebirds wove itself into the fabric of Texas food culture:

• Signature menu items like Monster burritos and famous Queso became Texas favorites.
• Late night runs for piping hot burritos became a tradition for generations of college students.
• Locals adopted the Freebirds lingo like “Missionary Style” and “Wrapido” into everyday vocabulary.
• Sponsoring local university sports teams and events expanded brand awareness.
• Loyal fans got Freebirds tattoos and merchandise to display their devotion.
• Some locations began serving Texas craft beers to align with local tastes.
• Annual Freebirds Burrito Eating Championships brought burrito-fueled competition to Texas cities.
• Serving as a late night gathering spot cemented Freebirds as a Texas social institution.

This combination of savvy marketing and organic word-of-mouth helped make Freebirds an iconic Texas establishment. The brand became intertwined with Texas food culture in a way few out-of-state chains have achieved.

The Texas Locations

Given its Texas roots, it’s no surprise Freebirds has an outsized presence in the Lone Star State compared to the rest of the US. Currently, there are close to 70 Freebirds locations in Texas, making up over 60% of total Freebirds restaurants. Here is a breakdown of where you can find Freebirds in Texas:

The highest concentration of Freebirds restaurants is found in Austin where the chain is headquartered. Other Texas college towns like College Station and Waco where Freebirds built its initial customer base continue to be strong markets.

Major metros Houston, San Antonio and Dallas-Fort Worth account for nearly half of all Texas locations, which points to Freebirds’ expansion beyond its university campus roots. But even as Freebirds spreads to new regions, Texas remains at the core of its identity and operations.

Freebirds Outsize Texas Presence

Looking beyond Texas reveals just how closely tied to the state Freebirds remains. Here is a comparison of Freebirds locations in Texas vs. the rest of the United States:

Despite having expanded to 13 other states like California, Oklahoma, and Georgia, nearly two-thirds of all Freebird restaurants are still located within Texas. This shows that while no longer exclusive to Texas, Freebirds remains heavily concentrated in its original home state.

How Freebirds Has Evolved in Texas

As a decades-old brand, Freebirds has naturally evolved over the years while retaining its identity as a Texas favorite. Here are some of the biggest ways Freebirds has changed within the Texas market since its early days:

• Expanded menu choices beyond burritos to bowls, nachos and tacos.
• More than doubled footprint from around 30 Texas locations in 2010 to 69 currently.
• Shifted marketing focus towards families and professionals rather than solely college students.
• Opened more suburban locations as demographics and development patterns changed.
• Launched loyalty programs and online ordering to keep up with consumer technology habits.
• Adjusted recipes and ingredients to align with evolving nutrition preferences.
• Faced increased competition in the fast-casual tex-mex burrito category.

By retaining its core burrito concept while expanding menus and locations, Freebirds has sustained its landmark status while giving Texas customers more of what they crave. However, the growing competition from rivals like Chipotle and Qdoba has forced Freebirds to aggressively defend its home turf.

Freebirds Role in the Texas Economy

With hundreds of employees across nearly 70 Lone Star State locations, Freebirds has a measurable impact on the Texas economy. Here is a brief overview:

• Employs an estimated 2,000+ workers in Texas.
• Generates over $100 million in estimated annual sales within Texas.
• Pays leases on thousands of square feet of commercial real estate in shopping centers and standalone buildings.
• Sources food products and supplies from Texas farms, vendors and distributors.
• Majority of franchise profits and taxes funneled back into local economies.

Though not a Texas-born company, Freebirds has more than paid its dues over the past 30 years. The jobs, tax revenue and purchases it provides help strengthen the Texas economy.

Is Freebirds Still a Texas Thing?

While no longer exclusive to Texas, Freebirds remains more prolific within state borders compared to anywhere else. The Lone Star State accounts for the majority of locations and sustains the Freebirds concept. However, competition has crept in from expanding national chains in the fresh burrito category.

As it evolves to meet changing consumer tastes, Freebirds runs the risk of diluting the unique Texas-centric vibe that fueled its initial growth. Yet for now, burgundy star jerseys and handmade flour tortillas still reign supreme within Freebirds restaurants across Texas.

So while the brand has grown beyond its Texan roots, for burrito lovers in the Lone Star State, Freebirds remains the quintessential Texas thing.

Conclusion

Freebirds’ Texas origin story, outsized in-state footprint and brand immersion in local culture signal that Freebirds is still primarily a Texas phenomenon. However, the brand’s national expansion and shifting demographics means it cannot rely solely on its Texas identity. By staying true to its roots while innovating, Freebirds seeks to maintain its Lone Star appeal while spreading its wings beyond Texas borders.