July 21, 2026
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Momentum is one of the most frequently cited signals in franchise development conversations, and also one of the most misunderstood. A growing unit count is visible and easy to reference. What it actually represents requires a closer look. Understanding what drives momentum and what it signals about a franchise system is more useful than the numbers alone.
Momentum Signals the Business Model Is Being Validated by Informed Investors
Operators signing agreements, particularly multi-unit development agreements, are often experienced investors. They have evaluated the economics, the support infrastructure, and the scalability of the model before committing capital. When they move forward, it signals that the opportunity meets their criteria.
Since 2019, Bubbakoo’s has grown from approximately 30 locations to more than 140 across 17 states, with more than 50 additional units in development. That trajectory suggests a sustained pattern of approval from experienced investors.
This alone does not replace independent research. But it does signal that experienced operators have reached a conclusion worth exploring.
Momentum Allows the Franchisor to Continue Building a Stronger System
Growing franchise systems generate resources that can be reinvested in the business. This is one of the less-discussed yet more consequential advantages of investing in a brand during an active growth phase.
In June 2025, the acquisition by private equity firm Thompson Street Capital Partners added further institutional resources, with stated commitments to invest in technology, brand development, infrastructure, and franchisee support systems.
The brand operates on Toast POS for ordering, payments, and reporting; Thanx for its loyalty and rewards platform; and Bikky for guest analytics that power targeted marketing. These are not entry-level tools. They represent a digital infrastructure that many concepts are still trying to assemble.
The brand’s leadership team has also expanded meaningfully. The current executive roster includes a CEO who has held both finance and operations leadership roles within the brand; a CFO with a background at Krispy Kreme and Lowe’s; a Senior VP of Operations who previously directed multi-unit performance at Dunkin’ Brands; a VP of Marketing with experience at Coca-Cola, Domino’s, and Burger King; and a VP of Franchise Development who previously served as VP of Franchise Sales at Steak n Shake and brings nearly two decades of franchise sales, development strategy, and multi-unit operating experience across restaurant and retail brands. That kind of leadership depth does not happen without sustained growth that creates the capacity to attract and retain it.
For a deeper look at the category trends driving this investment, see Why Fast-Casual Dining Continues to Outperform Traditional Restaurant Segments.
Momentum Creates a Stronger Platform for Multi-Unit Operators
Multi-unit operators have different needs than single-unit franchisees. Managing multiple locations requires standardized systems, consistent operational frameworks, and a franchisor capable of supporting growth across a portfolio rather than a single restaurant.
Bubbakoo’s development strategy is built around this profile. The brand’s target franchisee is an experienced multi-unit operator planning to open three or more locations. That focus shapes how the brand designs its support infrastructure, allocates territories, and structures development agreements.
The brand operates on a robust technology stack that supports ordering, loyalty, and guest analytics across locations. Supply chain reliability is reinforced through national distribution partnerships with Sysco Foods, PepsiCo, and Imperial, which provide consistent pricing and delivery schedules across the system. Initial training runs approximately 250 hours and covers product preparation, guest service, operations, accounting, inventory, and POS systems, with up to seven days of on-site support prior to opening. After opening, Franchise Business Coaches provide ongoing guidance across operations, financial management, marketing, and supply chain.
That infrastructure is the foundation for replicating success across a multi-unit portfolio.
Momentum Expands the Long-Term Opportunity for Franchisees Already in the System
As a franchise expands its footprint, several advantages develop that improve the operating environment for existing franchisees.
Brand awareness grows as new locations open in adjacent and new markets. Customers who encounter Bubbakoo’s in one market are more likely to recognize and visit it in another, supporting established locations. Marketing becomes more efficient as the system grows because national and regional campaigns reach a larger audience at a lower per-unit cost. Vendor relationships strengthen as purchase volume increases, which can lead to more favorable pricing across the system.
These are the natural byproducts of a system expanding with discipline into the right markets.
Momentum Is Only as Meaningful as the Fundamentals Behind It
Momentum alone should never justify a franchise investment. The numbers should be viewed as meaningful evidence that something stronger may be driving them.
Mexican fast-casual dining continues to attract strong consumer interest across demographics and markets. Limited-service Mexican chains grew sales 9% in 2024, outpacing the pizza segment, according to the 2025 Technomic Top 500 Chain Restaurant Report as published by Nation’s Restaurant News.
The customizable Mexican Fusion menu stands apart from what national competitors offer. Approximately 50% of orders are placed through digital channels, reflecting a customer base aligned with how consumers increasingly prefer to order and eat. And the leadership team brings executive depth from recognizable brands across finance, operations, and marketing.
In Bubbakoo’s case, the underlying fundamentals appear to support the trajectory.
What Momentum Is Really Telling You
What momentum ultimately tells a serious investor is simple: others have looked at this system carefully and decided it is worth entering. The more useful question is whether the fundamentals that drove that conclusion hold up under your own scrutiny.
To learn more about Bubbakoo’s Burritos, visit the franchise website and download the Franchise Information Guide.
