Co-Founder & CEO
Marcus Rivera
With 20+ years in the restaurant industry, Marcus drives Costa Vida's vision and growth strategy while staying deeply connected to the kitchen culture he loves.
Our Story
Passion, Flavor
& Community
We're more than a restaurant. We're a family rooted in fresh ingredients, bold flavors, and a deep love for the communities we serve.
20+
Years of
Fresh Flavor
Fresh Flavor
Our Story
From a Dream to
From a Dream to
Your Dining Table
Costa Vida was born from a simple, powerful belief: that everyone deserves food that's made with care, crafted from real ingredients, and served with genuine warmth.
It all started in 2003 in a small kitchen in Midvale, Utah. Two friends — passionate about coastal Mexican cuisine — decided to bring the vibrant flavors they discovered on their travels to their hometown. What began as a single location quickly grew into a beloved destination for families, food lovers, and anyone seeking a fresh, satisfying meal.
Every recipe we serve carries that original spirit: bold, fresh, and made with heart. We source local produce whenever possible, partner with trusted suppliers, and ensure every dish meets the standard we set from day one — taste that makes you feel at home.
50+
Locations Nationwide
500K+
Happy Customers
200+
Team Members
Our Purpose
Mission, Vision & Core Goals
These aren't just words on a wall — they guide every decision we make, from sourcing ingredients to welcoming guests.
Our Mission
To nourish communities by serving fresh, flavorful food made with real ingredients and delivered with heartfelt hospitality every single day.
Our Vision
To become the most-loved fresh food brand in the United States — a place where flavor, health, and community intersect beautifully.
Sustainability
We're committed to reducing our environmental footprint through responsible sourcing, waste reduction, and eco-conscious packaging across all locations.
Community First
From sponsoring local events to partnering with food banks, we invest in the neighborhoods that have supported us since day one.
Our Values
The Principles That
The Principles That
Drive Everything We Do
Our core values aren't just internal guidelines — they shape the experience you have every time you walk through our doors.
01
Freshness Above All
We never compromise on ingredient quality. Every item is prepared fresh daily — no frozen shortcuts, no artificial preservatives.
02
Genuine Hospitality
We treat every guest like a neighbor coming home. Warm, attentive service is as important to us as the food we serve.
03
Bold, Honest Flavors
We let real ingredients speak for themselves. No masking, no shortcuts — just vibrant, authentic taste in every bite.
04
People Over Profit
Our team and our guests come first. A thriving business grows from people who feel valued, respected, and genuinely cared for.
Made Fresh, Every Day
Our kitchen never takes shortcuts — and our guests can taste the difference.
Our Journey
Two Decades of Growth
From a single Midvale location to a nationwide presence — here are the milestones that shaped who we are.
2003 — The Beginning
First Location Opens in Midvale, UT
Two passionate food lovers open the very first Costa Vida in Midvale, Utah. The menu features 12 core items, all made with fresh, locally sourced ingredients. Lines stretch out the door on day one.
2006 — First Expansion
5 Locations Across Utah
Demand grows rapidly. Costa Vida expands to 5 Utah locations, refining its kitchen systems and building the franchise model that will eventually spread the brand nationwide.
2010 — Recognition
Named "Best Fresh Mexican" by Utah Food Magazine
Costa Vida earns its first major industry award, cementing its reputation for quality and consistency. The catering program launches, bringing fresh flavors to events and corporate clients.
2015 — Going National
25 Locations Across 8 States
The franchise program takes off. Costa Vida reaches 25 locations across 8 states, with franchisees selected for their passion and commitment to the brand's values. Online ordering launches.
2019 — Going Green
Sustainability Initiative Launched
Costa Vida introduces its Green Kitchen commitment — transitioning to compostable packaging, partnering with local farms, and launching a zero-food-waste pilot program at 10 locations.
2024 — Today & Beyond
50+ Locations & Growing
With over 50 locations and counting, Costa Vida continues to expand thoughtfully — placing community impact at the heart of every new opening. The best chapters are still being written.
The People Behind the Food
Meet Our Team
Our team is our greatest ingredient. Meet the passionate individuals who bring Costa Vida's mission to life every day.
Co-Founder & CCO
Sofia Chen
A classically trained chef with a passion for coastal Mexican cuisine, Sofia crafts every recipe and oversees menu innovation to keep flavors bold and fresh.
Head of Operations
James Okafor
James ensures every Costa Vida location delivers the same exceptional experience. His systems thinking and people-first leadership have been key to our expansion success.
Director, Community & Sustainability
Priya Mehta
Priya leads our sustainability and community outreach efforts, forging partnerships with local farms, food banks, and environmental organizations to give back meaningfully.
Interested in joining our growing team?
View Open Positions