Marcus Rivera
Founder & CEO
With over 25 years in the restaurant industry, Marcus founded Costa Vida with a single vision: bring bold coastal flavors to every American table.
Our Story
About Costa Vida — Passion on Every Plate
Costa Vida was born from a love of fresh, coastal flavors and a belief that real food should be made with real ingredients. Since 2004, we've been bringing the vibrant tastes of costavida culture to tables across the United States — one bowl, burrito, and salad at a time.
Our Roots
Where Every Ingredient Has a Story
Costa Vida started as a small family concept with one big dream — to create food that felt like a coastal escape. Our founders traveled thousands of miles tasting, learning, and perfecting recipes that honor fresh produce, bold spices, and simple techniques.
Today, the costavida experience has grown into dozens of locations across the United States, but our heart remains the same: every dish made fresh, every guest treated like family, every meal a reason to celebrate life.
- Ingredients sourced fresh daily from trusted local farms
- Recipes crafted by chefs with decades of culinary experience
- No artificial preservatives — real food, real flavors
- Community-focused, with roots in Salt Lake City, Utah
20+
Years of Flavor
50+
Locations
2M+
Happy Guests
100%
Fresh Ingredients
Our Mission
Our Mission
To nourish every guest with food so fresh, so vibrant, and so full of life — that every bite feels like a journey to the coast
What We Stand For
Our Core Values
These principles guide every decision we make — from sourcing ingredients to welcoming guests at our doors.
Freshness First
We believe that great food starts with great ingredients. Every item on our menu is prepared daily using produce at its peak.
Made with Love
Every recipe carries the passion of our chefs and the care of our team — because food tastes better when it's made from the heart.
Community Roots
We're proud to be part of the communities we serve. From Salt Lake City outward, we invest in the people around us.
Sustainability
We're committed to responsible sourcing, reducing waste, and building a food system that's as good for the planet as it is for you.
How We Got Here
Our Journey Through the Years
From a single location in Utah to a beloved brand across the United States — here's the story of how costavida grew into what it is today.
2004
The Beginning
Costa Vida opens its first location in Logan, Utah. Founders serve fresh Mexican-inspired coastal food to a local community hungry for something different.
2007
Expanding the Coast
With rapid popularity across Utah, Costa Vida opens 10 new locations and refines its signature menu — including the iconic sweet pork burrito and mango salsa.
2010
Going National
Costa Vida launches its franchise program, spreading the costavida experience to states beyond Utah. Fresh coastal flavors hit the Mountain West and Pacific Northwest.
2015
Digital Innovation
We launch online ordering and a mobile-friendly experience, making it easier than ever for guests to enjoy fresh Costa Vida meals at home or on the go.
2019
Farm-to-Table Pledge
Costa Vida formalizes its commitment to sourcing from local and sustainable farms, eliminating artificial ingredients from all menu items.
2024
20 Years of Flavor
Celebrating two decades of fresh coastal food, Costa Vida operates 50+ locations nationwide and continues to grow — still guided by the same passion that started it all.
The People Behind the Food
Meet Our Team
Behind every fresh bowl and bold flavor is a passionate person who believes great food changes lives. Meet the heart of Costa Vida.
Sofia Chen
Head Chef
Trained in Mexico City and Lima, Sofia crafts each recipe with an eye for authenticity and a nose for freshness. She's the flavor architect of Costa Vida.
James Okafor
Operations Director
James ensures every Costa Vida location delivers the same exceptional experience. His systems make fresh food scalable without sacrificing soul.
Priya Nair
Sustainability Lead
Priya connects Costa Vida with local farms and green initiatives, making sure our growth benefits both people and the planet.