For an Atlanta-based burrito restaurant that has grown slowly and deliberately since it was founded 16 years ago, 2011 is turning out to be a busy year.

The first franchise Willy's Mexicana Grill will open in Gainesville, Fl. later this year.

By his own reckoning, Willy Bitter has rolled more than 100,000 burritos and acquired the tendinitis to go with them.

Willy's Mexicana Grill isn't related in any way other than spiritually to Tortillas. The recipes are very different. The system isn't the same. But in its own way, Willy's operates on the same level as its soulmate. We can see that it serves the same function in the community...

What began as one man's burrito addiction has grown into a 15-location burrito empire. Willy Bitter, founder and owner of Willy's Mexicana Grill, started the franchise in 1995. Here, Bitter, 41 talks about how his obsession caught on and became the obsession of many satisfied burrito eaters in Atlanta...

In July 1995, Willy Bitter opened the first Willy's Mexicana Grill in Atlanta, specializing in big "California-Style" stuffed burritos, tacos, quesadillas and made-from-scratch sauces and a selection of Mexican beers. His simple but fresh food concept has been a success for the fast-casual format. This year Bitter opened his 15th restaurant...

Willy's Mexicana Grill was created out of the owner's love for California-style burritos. Customers loved them, too, and the chain has grown to 12 locations. Two more restaurants will open soon...

Willy's Mexicana Grill was created out of the owner's love for California-style burritos. Customers loved them, too, and the chain has grown to 12 locations. Two more restaurants will open soon. The business, with headquarters at 5600 Roswell Road, was created by Willy Bitter, who co-owns it with Keith Norris. "I lived in San Francisco, and they had great burritos," Bitter said. "I got addicted to them, so when I couldn't find here what I wanted, I opened my own." Bitter said his California-style burritos weigh more than a pound, with rice, beans, meat or marinated tofu, cheese, fresh salsa, sour cream and lettuce rolled up in a 12-inch tortilla shell. Willy's locations include Midtown, Buckhead, Vinings, Peachtree Center, Norcross, Marietta, Decatur and the Mall of Georgia. Stores will open soon near Hartsfield-Jackson International Airport and on Barrett Parkway in Cobb County. Menu items include burritos, tacos, quesadillas, nachos, salads, and rice and beans with no animal products. Bitter, an Asheville, N.C., native, said he has a passion for Mexican food and has taken cooking classes in Mexico. "We try to bring the real, authentic product," he said. "We buy produce fresh daily, make everything for that day, and run out and do it all over again the next day." Bitter said when he opened the first Willy's at 4377 Roswell Road, there were only about three other independent burrito restaurants in metro Atlanta. After three years, he opened the Vinings location. "It's one of those things where we've been fortunate," he said. "We're a locally owned chain, and I'm out in the restaurants all the time, tasting the food and making sure everything is good." Vegetarian and children's menus are available. "We also offer burritos in a bowl with no carbs," he said. "We make everything in front of you, so you can customize your order." Catering for large groups and corporate affairs is available, as are corporate deliveries downtown. Hours are 11 a.m. to 10 p.m. daily at most locations. The Peachtree Center location serves breakfast burritos 7:30-10:30 a.m. Mondays through Fridays. The Web site, which includes all locations and phone numbers, is www.willys.com.

In the Mood For: A burrito bigger than your head...

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Though it's far from new on the scene, we especially liked the food and the cheerful, but no nonsense, attitude at Willy's Mexican Grill on Roswell Road in the netherlands between Buckhead and Sandy Springs...