Bubbakoo’s Burritos has planned a strategic expansion that targets suburban centers.
In a retail landscape increasingly defined by adaptability, Bubbakoo’s Burritos is carving out a distinctive growth story — one that blends flavor with disciplined site selection. What began as a regional fast-casual concept has steadily evolved into a brand with national ambitions, targeting suburban retail corridors and neighborhood centers.
As landlords look to activate spaces with tenants that drive repeat visits and longer dwell times, Bubbakoo’s expansion underscores a broader shift: dining concepts are no longer just traffic generators — they are experiential anchors shaping the identity of the center itself.
Shopping Center Business caught up with Chris Ives, CEO and president of Bubbakoo’s Burritos, to discuss the history, growth and franchise momentum of the Mexican fusion brand, while also diving into the next chapter of the business’ expansion strategy.
A New Journey: Burritos and Beyond
Back in the early 1990s, a trip to a build-your-own burrito shop in Washington, D.C., sparked an idea for University of Delaware student Paul Artero. What began as an inspiration soon turned into imagination: for a college business assignment, Paul created a fictional restaurant concept called “Bubbakoo’s Burritos,” blending his college nickname “Bubba” with “koo” — a playful twist chosen simply because it sounded different and memorable.
Years later, that once imaginary idea became reality. Paul reunited with Bill Hart, whom he had met while working together at a hamburger chain, and the two shared a vision of creating a fresh, fast and flavorful quick-service concept of their own.
In 2008, they took the leap and officially launched what the world now knows as Bubbakoo’s Burritos — a brand born from creativity, friendship and a college dream that refused to stay on paper.
With a desire to offer more customization and an upgraded customer experience, the founders combined their high-standard service background with a ‘skater-surf’ atmosphere, reflecting the culture of their hometown on the Jersey Shore.
More Than Just Your Average Burrito
What started as a single neighborhood burrito shop in Point Pleasant, New Jersey, has since grown into one of the fastest-expanding fast-casual Mexican chains in the country, and was recognized among Franchise Times’ Top 40 Smartest-Growing Franchises. While the Mexican category saw the highest percentage of growth in 2024 at 6.7 percent, Bubbakoo’s performed strongly with the largest percentage sales growth at 11.6 percent.
In 2025, North America accounted for approximately 54.3 percent of total global revenues for the Mexican restaurant market, or $33.9 billion, as reported by full-service market research and business consulting firm Market Intelo.
As the industry continued to expand, smaller companies, like Bubbakoo’s, looked for strategic ways to establish and scale their presence.
For example, before the brand began franchising in 2016, the founders of Bubbakoo’s managed company-operated locations that often focused on converting underutilized ‘B and C’ restaurant spaces into their own.
“We built the business with our own pennies, so we’re going to make sure we’re not putting people in a position to fail,” says Chris Ives, CEO and president of Bubbakoo’s Burritos. “Making sure we select real estate that fits our brand from an investment standpoint is critical for us, because the biggest and best leases don’t always equate to success.”
Since its founding, the New Jersey-based company has grown to more than 140 locations across 17 states such as Florida, New York, Ohio, Pennsylvania, Maryland, Connecticut, Georgia and Tennessee. Ives emphasized that the brand has consistently expanded its store count between 20 and 25 units annually since 2021, and that its growth has been “organic and intentional by word-of-mouth validation.”
Bubbakoo’s New Chapter of Growth
In June 2025, St. Louis, Missouri-based private equity firm Thompson Street Capital Partners acquired Bubbakoo’s Burritos, leading the way to a new phase of growth to support investments in technology, infrastructure and marketing for the brand.
From modernized store designs to enhanced guest experiences and strategic franchise development, the next era of Bubbakoo’s Burritos has been focused on building something bigger, while staying true to the spirit that made the brand special from the start.
“The goal is to continue building within the current franchisee group that we have, while bringing on new, more qualified operators that have the same vision,” explains Ives. “We want to inspire, be better and deliver amazing hospitality within our four walls.”
Over the next 12 months, the brand is expanding into areas with high foot traffic similar to their original locations in New Jersey, such as college towns and suburban areas in Virginia and the Carolinas.
The fast-casual chain is set to accelerate its expansion with 30 new store openings each year for the next four years.
“We’ve maintained Bubbakoo’s as a regional brand in certain markets that we perform well in, and now we’re starting to open up the doors to go after multi-unit operators east of the Mississippi,” says Ives.
Bubbakoo’s growth plan also focuses heavily on strengthening its presence throughout the Midwest and the Washington metropolitan region, while advancing broader nationwide development efforts that are aiming to surpass 500 locations in the years ahead.
Meanwhile, the Southwest is already highly saturated with established local and regional Mexican fast-casual brands, which has made it challenging to create a foothold for the East Coast brand. Texas and California have the highest concentration of Mexican eateries in the country, with 22 percent located in California and 17 percent in Texas, according to a 2024 analysis from the Pew Research Center.
As a result of oversaturation, Bubbakoo’s closed its only Gilbert, Arizona-based store after just nine months of operation in 2023.
“Those traditional Tex-Mex spots just aren’t taking to the brand at this time, but we’ve got our core demographics of what we target from a consumer and food profile standpoint, and those are the markets we are continuing to go after,” says Ives.
An Innovative Flavor Profile
Over the past 18 years, Bubbakoo’s Burritos has lived up to its motto to “create something different,” by building its identity around originality and customization. Ives even affirms that customers can build a different entrée 365 days a year.
But beyond its emphasis on customization, Bubbakoo’s has distinguished itself through a menu that blends traditional Mexican-inspired staples with unconventional flavors and cross-cultural influences. While customers can still order familiar items like burritos, tacos, quesadillas and bowls, the brand has become especially known for the unique creations that push past the standard fast-casual formula.
Menu options combine both the aspects of comfort food with inventiveness, such as General Tso’s chicken, hibachi steak and shrimp and their signature ‘Chiwawa,’ a deep-fried, panko-crusted rice ball that acts as a base for various toppings. Other menu items include Nashville Hot chicken, Sriracha Pork and the Silly Billy Burrito, along with more than 12 sauces that serve as a core element of the Mexican fusion concept.
The willingness to experiment has allowed the company to appeal to customers looking for variety and personalization, rather than a one-size-fits-all dining experience.
However, in reality, it all comes down to how each restaurant operates, and the standard at which Bubbakoo’s holds for its reputation, according to Ives. The brand’s franchise model particularly focuses on local community engagement by cultivating an image that feels distinct from larger corporate competitors.
“We expect them [our operators] to go out there and deliver on operational excellence, but more importantly, to be active in the community and to be a brand ambassador,” highlights Ives. “You’ve got to have people that live and breathe the dream that you see for the vision.”
Specifically, the emphasis on friendly service, local involvement and a welcoming dining experience reflects Bubbakoo’s hospitality-driven approach, where community connection is treated as an essential part of the brand.
“If there’s no engagement — such as employees asking how your day is going, about the game last night, or your plans for the weekend — customers won’t want to spend their hard earned money back at your store,” explains Ives. “Hospitality is not going anywhere.”
Ives also emphasized that “kiosks don’t work for the brand” and it’s “not in our DNA.”
“There’s a lot of upsell when ordering as far as the flavor profile, the type of protein and the addition of guacamole or queso — so many different things have to happen from an engagement standpoint with a guest, so we would never put them in our stores,” says Ives.
Regarding future innovation, Ives asserted that Bubbakoo’s Burritos relies on quality, customization and a strong flavor component to differentiate itself, rather than using value deals to attract customers.
“We have a wide range of both young operators and more senior operators, and in general, there’s just a lot of innovation that comes from the four walls of our restaurants themselves, whether it’s the owners or the crew,” says Ives.
The Bubbakoo’s Franchise Systems headquarters maintains a lean corporate structure of roughly 17 employees, while a typical Bubbakoo’s Burritos restaurant employs about 15 to 20 team members.
The Voice of the Brand
Ives pointed out that the most important driver of growth is franchisee support and validation, along with people that can “go all in” and be successful without a lot of manpower behind them to help.
“At the end of the day, it’s giving them a front seat to be the voice of the brand,” says Ives. “Franchising is absolutely a game of relationships and we’re not perfect. We make mistakes, but when we do make mistakes, we own up to them and fix them. It’s just always been about doing the right thing.”
In an industry crowded with competition, Bubbakoo’s Burritos has managed to mold its own identity, one burrito at a time.
— Abby Cox
This article was originally published in the July 2026 issue of Shopping Center Business magazine.