2003
94
$659,500
$30,000
$1,061,000
No
Costa Vida Fresh Mexican Grill is a vibrant fast-casual dining concept that brings the authentic flavors of coastal Mexico to the United States. Founded in 2003 by JD and Sarah Gardner in Layton, Utah, the brand was inspired by their trip to Cabo San Lucas, where they experienced the joy of freshly prepared Mexican cuisine. Determined to share this experience, they established Costa Vida with a commitment to scratch-made, high-quality dishes that resonate with today's health-conscious and flavor-seeking consumers.
With a distinctive coastal ambiance and a menu featuring items like slow-crafted sweet pork, hand-pressed tortillas, and fresh salsas, Costa Vida has carved a niche in the competitive fast-casual dining sector. The brand's dedication to freshness and quality has garnered a loyal customer base and positioned it as a standout in the industry.
Proven Business Model: Costa Vida boasts an average annual sales of $2.11 million per unit, demonstrating strong financial performance and customer demand.
Brand Recognition: As a recognized name in the fast-casual dining sector, Costa Vida offers franchisees the advantage of operating under a well-established brand with a dedicated following.
Comprehensive Support: Franchisees receive extensive training and ongoing support, ensuring they are equipped to succeed from day one.
Growth Potential: With a presence in multiple states and plans for further expansion, investing in Costa Vida offers opportunities for growth in a thriving industry.
Established Year & Founders:
Costa Vida was founded in 2003 by JD and Sarah Gardner in Layton, Utah.
The inspiration came from the founders’ trip to Cabo San Lucas, Mexico, where they experienced authentic, fresh Mexican cuisine and decided to recreate that coastal Mexican dining experience in the U.S.
Franchise Units & Expansion:
As of 2025, Costa Vida has 94 locations across the United States, with a mix of corporate and franchised units.
The brand is steadily expanding, aiming to enter additional states and high-demand urban and suburban areas.
Brand Journey & Evolution:
Initially a single restaurant in Utah, Costa Vida quickly became popular for its scratch-made ingredients, fresh salsas, and hand-pressed tortillas.
Over the years, the company developed a fast-casual business model that balances high-quality food with efficient service.
The brand emphasizes coastal Mexican flavors, differentiating it from other Mexican fast-casual chains by focusing on freshness and flavor authenticity.
Ownership & Management:
Costa Vida is privately owned by Costa Vida Management Co.
The company actively manages both corporate and franchise operations to ensure brand standards, quality control, and operational efficiency.
Market Presence & Industry Category:
Costa Vida is part of the fast-casual dining segment, specifically Mexican cuisine.
Strong regional presence in Utah, Idaho, Montana, and surrounding states, with growing national recognition.
Competes with other fast-casual Mexican brands but differentiates through fresh, coastal-inspired flavors and scratch-made menu items.
Reputation & Brand Recognition:
Known for high-quality, fresh ingredients and authentic Mexican coastal flavors.
Recognized as a fast-casual leader for flavor-focused Mexican dining, earning loyal customers and repeat business.
Other Key Information:
Costa Vida offers catering services, online ordering, and takeout, expanding its revenue streams beyond dine-in.
The brand is actively investing in franchise growth, marketing support, and operational training to maintain consistent quality across locations.
Costa Vida provides comprehensive support and training to ensure franchisees are fully equipped to operate a successful restaurant. This covers pre-launch preparation, operational guidance, marketing assistance, academic resources, and ongoing development.
Site Selection & Development:
Costa Vida assists franchisees in identifying ideal locations based on demographics, foot traffic, and market demand. They also guide the design, layout, and construction of the restaurant to meet brand standards.
Permits & Licensing:
Franchisees receive support in navigating local permits, health regulations, and compliance requirements to ensure a smooth opening process.
Initial Staffing & Hiring Guidance:
Costa Vida provides guidelines for recruiting and training the initial team, including managers, chefs, and front-of-house staff.
Restaurant Operations:
Franchisees undergo hands-on training at corporate or partner locations, learning day-to-day operations including food preparation, quality control, and service standards.
Management Training:
Training covers inventory management, scheduling, labor control, and financial reporting, enabling franchisees to run a profitable business.
Standard Operating Procedures (SOPs):
Detailed manuals are provided for recipes, customer service protocols, cleaning schedules, and health & safety practices to maintain consistent quality across all locations.
National & Local Marketing:
Franchisees gain access to brand-wide marketing campaigns, digital advertising, social media strategies, and seasonal promotions to attract customers.
Grand Opening Assistance:
Costa Vida provides marketing materials, PR guidance, and launch event planning to ensure a strong opening in the local market.
Ongoing Marketing Tools:
Includes templates for email campaigns, loyalty programs, and social media content, as well as guidance for local promotions tailored to the community.
Training Manuals:
Step-by-step guides covering all aspects of restaurant operations, from cooking techniques to cash handling and customer service.
Recipe & Menu Guides:
Detailed instructions for signature dishes, sauces, salsas, and fresh-prep procedures to maintain brand consistency.
Operational Checklists:
Daily, weekly, and monthly checklists ensure the restaurant runs smoothly and meets quality standards.
Field Support:
Regional managers regularly visit franchise locations to offer guidance, troubleshoot challenges, and ensure operational excellence.
Performance Monitoring:
Tools and metrics are provided to monitor sales, labor, inventory, and customer satisfaction.
Continuous Education:
Franchisees and staff have access to refresher courses, workshops, and leadership development programs to keep skills current.
Franchise Advisory Network:
Access to a community of existing franchisees for mentorship, advice, and sharing best practices.
Summary:
Costa Vida’s support and training system is designed to help franchisees succeed from day one, providing the knowledge, tools, and ongoing guidance needed to run a profitable, high-quality fast-casual Mexican restaurant. From site selection and pre-opening assistance to continuous operational and marketing support, Costa Vida ensures its franchisees are never alone in growing their business.
Costa Vida seeks franchisees who are not only financially capable but also passionate about food, customer service, and community engagement. The ideal candidate combines entrepreneurial spirit with operational acumen to ensure the long-term success of their restaurant.
Ownership Mindset:
Franchisees should have a strong desire to own and operate their business. Costa Vida values franchisees who are hands-on, motivated, and committed to achieving growth and operational excellence.
Drive & Determination:
The ideal investor demonstrates persistence, resilience, and problem-solving skills, essential qualities for navigating the challenges of the fast-casual restaurant industry.
Operational Skills:
While prior restaurant experience is beneficial, Costa Vida also welcomes franchisees with strong business or management backgrounds. Skills in finance, team leadership, and operational efficiency are highly valued.
Financial Management:
Ability to manage budgets, monitor expenses, and optimize revenue streams ensures sustainable business growth.
Team Leadership:
Capable of hiring, training, and motivating staff, maintaining high standards of service and operational quality.
Food Enthusiasm:
Franchisees should have an appreciation for fresh, high-quality ingredients and a commitment to delivering authentic Mexican coastal flavors.
Customer-Oriented:
Focused on providing excellent dining experiences, engaging with guests, and building a loyal customer base.
Financial Requirements:
Must have the capital to meet the total initial investment, which ranges from approximately $659,500 to $1,061,000, including franchise fees, working capital, and infrastructure costs.
Long-Term Commitment:
Ability to support the restaurant during the break-even period, which typically ranges from 18 to 24 months.
High-Traffic Locations:
Ideal franchisees seek prime urban, suburban, or shopping center locations with strong customer traffic.
Community Engagement:
Costa Vida values franchisees who actively participate in their local community, leveraging local partnerships and events to strengthen brand presence.
Integrity & Professionalism:
Franchisees must uphold Costa Vida’s brand standards and ethical business practices.
Adaptability:
Willingness to learn and implement proven processes, embracing the support and guidance provided by corporate.
Team Player:
Collaborative mindset to work with the corporate team, fellow franchisees, and staff, ensuring a unified brand experience.
Summary:
The ideal Costa Vida franchisee is a motivated, financially capable entrepreneur with a passion for food and customer service. They combine business acumen, leadership skills, and community engagement to run a successful fast-casual Mexican restaurant. Costa Vida provides extensive support, training, and resources, but the franchisee’s drive, commitment, and vision are critical to maximizing the brand’s growth potential and profitability.
| Category | Details / Range |
|---|---|
| Franchise Fee | $30,000 |
| Area Development Fee | $15,000 per restaurant under development schedule |
| Total Initial Investment | $659,500 – $1,061,000 |
| Working Capital | $50,000 – $100,000 |
| Infrastructure / Build-Out Costs | $400,000 – $700,000 (includes construction, equipment, and interior) |
| Royalty Fee | 6% of monthly gross sales |
| Marketing Fee | Not explicitly stated (varies by campaign, includes national and local marketing support) |
| Expected ROI | Varies by location, management, and market conditions; potential for 15–25% ROI annually |
| Break-Even Time | Approximately 18 – 24 months |
| Potential Revenue Streams | Dine-in, takeout, catering, online orders, delivery platforms |
| Franchise Units (as of 2025) | 94 locations across the USA |
| Industry Category | Fast-Casual Dining – Mexican Cuisine |
| Minimum Liquid Capital Required | $150,000 – $200,000 recommended to cover initial costs and operating expenses |
