Willy's Mexicana Grill Turns 30 and Celebrates with a Summer Filled with Specials, Giveaways and Events
Thirty years ago, a North Carolina native with a serious burrito obsession brought a taste of fresh, California-style Mexican fare to the heart of Atlanta and has spiced up the city’s food scene ever since. Today, Willy’s Mexicana Grill is proud to celebrate three decades of serving fresh ingredients, bold flavors and warm service to the communities that helped build the brand. To commemorate the occasion, all 27 restaurant locations invite guests to enjoy 30% discounts, surprise giveaways and a fundraiser for Boys & Girls Clubs of Metro Atlanta (BGCMA).
Willy Bitter, founder and chief burrito roller, opened the first Willy’s in 1995 on Roswell Road in Buckhead after falling in love with West Coast burritos in San Francisco. With just a handful of employees (including his mom and sister), but a whole lot of heart, Bitter took a leap—and Atlanta ate it up.
“Opening day was crazy. Everything was so new, and it felt like the longest day of my life in the most exciting way,” recalls Bitter. “I just knew we were finally making it happen.”
When it arrived on the scene, Willy’s wasn’t like the Tex-Mex restaurants that Atlantans were used to. Instead, burritos were made to order and included rice and beans, meats were grilled fresh and toppings like cilantro, spicy salsas and authentically made guacamole were new to many guests in the South at the time. “You couldn’t even get cilantro at the grocery store back then,” Bitter laughs. “And most guacamole had sour cream in it.”
But Atlanta quickly caught on. One unexpected turning point came five months in, when Hurricane Opal knocked out power across the city, except for the shopping center that housed Willy’s. For a week, lines wrapped around the building as new guests discovered that Willy’s was something special.
Over the years, the menu has evolved—eventually cheese dip and favorites like the Baja Burrito, Willy Philly and Frito Burrito were added—but the heart of the business hasn’t changed. Willy’s still prides itself on high-quality ingredients, a playful and welcoming vibe and an unshakable connection to the community.
“We’re not just feeding people—we’re a part of their lives,” says Bitter, who is proud how his teams have bonded with the community. “Our managers go to local high school football games and employees’ graduation parties. We know our regulars by name. We’ve never wanted to be a faceless brand.”
That family-first culture is rolled into the company’s core values, which were created in 2014 to guide every restaurant location and every team member as the brand grew:
Quality Crazed – Willy’s goes above and beyond to provide consistent value and set high standards for food and service.
Bring It! – Willy’s provides a positive environment where team members can be themselves and be at their 100% best.
Fueled by Fun – Employees are encouraged to enjoy themselves and show their personalities.
We R Family – Willy’s cares for employees, and they care about one another. The same mentality is extended to customers.
Willy’s commitment to its people is unwavering—from corporate team members pitching in at stores, to annual retreats for general managers, to hiring the right folks who genuinely care. “The best recipe in the world won’t matter if it’s not made right, so we support our teams however we can,” says Bitter. “We’re a family.”
As for the future? The company’s motto for the next 30 years is simple: “Improve what we already have.”
“We’re not chasing a quota or trying to be everywhere,” says Bitter. “We just want to be better at what we do and how we serve and grow. If the right location opens up, we’ll go for it, but it’s not about numbers. It’s about operating at a higher level and making Willy’s the best it can be.”
Even as the brand evolves, Bitter remains committed to innovation that never strays from the original spirit that built Willy’s. His fiery spinoff Howlin’ Willy’s Hot Chicken—the spicy sister to Willy’s Mexicana Grill—is already turning up the heat at four Atlanta-area locations.
Reflecting on the 30-year journey, Bitter says what he’s most proud of is simple: “We survived. It’s an incredibly tough business, but we’re still here, still relevant and still serving fresh food, with great teams, to a community we love.”
And yes, Bitter still eats at Willy’s three to four times a week. Guests can join him in celebrating Willy’s past, present and flavorful future with the following lineup of summer festivities:
From May 24-June 22, 2025, guests can take part in the “Give $5 / Get $5” fundraiser benefiting the Boys & Girls Clubs of Metro Atlanta, with the goal to raise $30,000 in 30 days. Those who donate $5 will receive a $5 coupon to use on their next visit.
From June 2-Aug. 3, 2025, Happy Hour deals are available from 2-5 p.m., each with a 30th anniversary twist: Mondays, enjoy 30% off nachos; Tuesdays, loyalty members earn double points all day; Wednesdays, get 30% off the Willy Philly; Thursdays, get 30% off entrées (excluding kids’ meals); and Fridays, dig into 30% off the fan-favorite Frito Burrito.
Throughout June and July, select locations will host a Willy Good Nights event with throwback 90s trivia, raffles and giveaways. Guests can check out willys.com for the pop-up event location. Willy Good Nights events will run from 6-8 p.m.
Social media giveaways will take place throughout the summer for those who follow Willy’s Mexicana Grill on Facebook and Instagram.
About Willy’s Mexicana Grill
Since opening its doors in Atlanta in 1995, Willy’s Mexicana Grill has stayed true to its roots—serving burritos, bowls, quesadillas, salads, tacos and nachos using only the freshest, highest-quality ingredients. Inspired by founder Willy Bitter’s love for the bold, vibrant flavors of the Mission District in San Francisco, Willy’s continues to do things the right way—no shortcuts, just real food made in-house every day. From homemade salsas, pico de gallo and guacamole, to grilling savory, never frozen meats - it’s all real and it’s all fresh. Guests still enjoy complimentary chips and salsa with every order, just like they did on day one. For more information, visit willys.com.