Qdoba Mexican Eats has signed a new development agreement for 17 restaurants across San Diego County. The deal is led by Hyperion Brands, LLC, a San Diego-based multi-unit operator.
The announcement comes from Qdoba, which released the news on September 11, 2026. Qdoba is described as America’s rapidly growing #2 brand in the Mexican fast-casual category.
The Deal at a Glance
Hyperion Brands, LLC will build and operate the 17 new Qdoba locations in San Diego County. The company is led by Cesar Shih, who serves as CEO and Co-Founder of Hyperion Brands, LLC and is also a franchise owner and multi-unit operator of Habit Burger & Grill.
Qdoba’s current footprint stands at approximately 875 restaurants. The brand plans to double that total to about 2,000 restaurants over the coming years, with a goal of opening 100 new locations annually.
Why San Diego Matters
Jeremy Vitaro, Chief Development Officer at Qdoba, framed the deal as part of a broader push into California. “California is a priority growth market for Qdoba,” he said. “We’re excited to grow the brand with the Hyperion Brands team, a proven, operations-first organization that also brings a strong development track record and a hometown advantage.”
Shih echoed that focus in his own remarks. “As a San Diego based operator, we’re looking forward to bringing Qdoba’s bold flavors and great value to our guests across the region,” he said.
The Fresh Menu Pitch
Both executives pointed to Qdoba’s core offer as the reason the deal makes sense. Shih noted that the brand brings a “fresh, customizable menu and signature offering of free guacamole and queso with any create-your-own entrée.”
That pitch is designed to set Qdoba apart from competitors in the crowded Mexican fast-casual space. The free guacamole and queso promotion is a signature feature of the brand, and both leaders cited it directly as a key selling point for the new locations.
A Pattern of Expansion
The San Diego deal follows a similar agreement signed earlier this year. That earlier deal brought Qdoba to Ventura and Santa Barbara with an experienced quick-service restaurant operator.
Both agreements reflect Qdoba’s broader franchise development strategy. The company is targeting multi-unit operators rather than individual franchisees, which gives the brand more control over how its restaurants are built and run.
What This Means for Growth
Qdoba’s stated goal is ambitious. Doubling the brand’s footprint to 2,000 restaurants while holding steady at 100 openings per year requires consistent execution across multiple markets.
The San Diego deal adds to that effort by placing Qdoba in a major population center. Hyperion Brands, LLC’s local presence gives the brand a partner that understands the market and can move quickly.
“We see real opportunity for Qdoba to stand apart with its fresh, customizable menu and signature offering of free guacamole and queso with any create-your-own entrée.”
The Bottom Line
The San Diego deal is a routine step in Qdoba’s expansion plan.
For now, the deal is another sign that Qdoba is serious about growing its footprint in California. The company has committed to multi-unit partners and a strong local presence. The 17 new locations represent one more step toward reaching that target.