Qdoba targets New Mexico amid multi-state expansion

Qdoba, the fast-food Mexican chain, is targeting Albuquerque as part of its nationwide expansion.

Qdoba is growing into New Mexico as part of a development deal that will add about 50 new restaurants across five states, including Alaska, Utah, Nevada and Colorado, according to a news release.

New Mexico does not currently have any Qdoba restaurants, but the state could welcome as many as 10 or more, said Barry Dubin, the new Qdoba franchisee leading the charge on the 50-unit expansion.

Dubin is the co-founder of KBP Brands, a franchisee of KFC, Taco Bell, Arby’s and Sonic. He is the owner of B Wild Investments LLC, a private investment firm that exclusively acquires and grows multi-unit consumer businesses, the news release said.

Dubin plans to make Albuquerque one of the first few cities to welcome the planned Qdoba restaurants. No locations have yet been determined, but Dubin’s team has started the search and will also consider locations in Las Cruces, Rio Rancho and Santa Fe, he said.

“We believe New Mexico offers an exciting opportunity to expand the Qdoba brand into a market that we believe will enjoy the great food of Qdoba,” Dubin said in an emailed statement to the Journal.

The state will benefit from more than just the food, as Dubin expects the expansion to create between 20 and 25 permanent jobs at each location. The franchisee also expects to invest around $10 million into the New Mexico economy through the new developments.

In addition to the development agreement, B Wild Investments will also acquire one of Qdoba’s largest franchisees in a deal set to close later this year, the news release said.

The announcement comes during a period of growth for Qdoba, which has brought on nearly 20 new franchisees in the last year and currently has more than 600 future restaurants in the works. Today, the company operates more than 800 locations offering customizable burritos, tacos, salads and food bowls across 45 U.S. states, Canada, Puerto Rico and Japan.

The chain, which Qdoba Chief Development Officer Jeremy Vitaro said is “one of the fastest growing restaurant brands in the industry,” aims to double its footprint by 2032.

Part of the chain’s expansion strategy includes embracing both traditional restaurant formats and nontraditional locations such as airports, universities and military bases for the new developments, the news release said.