Costa Vida Grill to Open First Florida Location

This expansion into Florida is part of a larger national growth strategy for the Utah-based chain, which has been primarily concentrated in the Western U.S. As of late 2025, Costa Vida operated over 90 locations across more than a dozen states and Canada, with a significant 56% of its restaurants located in Utah. The company's growth is predominantly fueled by a franchise model, a key differentiator from competitors like Chipotle and Cafe Rio, which do not franchise. The total investment to open a Costa Vida franchise ranges significantly, from around $660,000 to over $1.3 million, with a franchise fee of $30,000 and ongoing royalty fees of 6% on gross sales. Costa Vida's entry into the Tampa Bay market taps into a strong environment for fast-casual dining. The brand will compete in the Mexican cuisine segment, which is the largest slice of the fast-casual market at 34% and is projected to grow to $75.8 billion by 2025. Key national competitors include Moe's Southwest Grill and Chipotle Mexican Grill. The choice of Palm Harbor aligns with favorable local economics. The median household income in the area is approximately $75,000, with average household expenditures around $102,654 annually. This suggests a consumer base with disposable income for dining out. Operationally, Costa Vida has been focusing on technology to improve unit-level economics. A recently launched app and revamped loyalty program led to a 42% increase in delivery orders, shifting sales from third-party apps to its own, more profitable, first-party system. The chain’s business is diversified across service channels, with systemwide sales volumes breaking down to approximately 40% dine-in, 30% drive-thru, and 30% off-premises orders, including catering and delivery. This multi-channel approach provides resilience and access to various customer segments.