Fast-casual chain Noodles & Company opened its first New Mexico restaurant on Sept. 23 at 3497 Northrise Dr. in Las Cruces, marking a new state market entry backed by a multi-unit franchise and area development agreement with local operator Tsunami Enterprises, LLC.
The Las Cruces unit is expected to employ 20 to 30 people and operates daily from 10:30 a.m. to 10 p.m. The menu spans globally inspired made-to-order dishes — including Japanese Pan Noodles, Pesto Cavatappi, and Creamy Cheddar Mac & Cheese — alongside salads, soups, and shareables.
The Franchise Partnership
Carlos Hill, president of Tsunami Enterprises, LLC, is the franchisee behind the Las Cruces opening, operating under terms that cover multi-unit development across New Mexico. David Lehn, Director of Franchise Operations at Noodles & Company, cited the region's growth trajectory as a key driver. "With a vibrant and growing community that embraces great food and bold flavors, we're confident our unique menu and something-for-everyone variety will resonate with Las Cruces guests," Lehn said. The structure of the area development agreement positions Tsunami Enterprises to add additional units across the state, though specific unit counts and timelines were not disclosed.
For operators watching regional fast-casual expansion strategies, the Noodles & Company model is worth tracking. The brand — which counts more than 390 company-owned and franchise restaurants systemwide — has leaned into experienced multi-unit franchisees to enter new markets, rather than seeding a new state with a single pilot unit. The Tsunami Enterprises deal follows that playbook, giving the brand a local partner with skin in the game for a sustained rollout.
What It Means for the Market
New Mexico has historically been underserved by national fast-casual noodle concepts, making the Las Cruces entry a low-competition beachhead for the brand. Southern New Mexico's population growth and the presence of New Mexico State University in Las Cruces give the market a consumer base that skews toward value-driven, convenient dining — a profile that aligns well with Noodles & Company's positioning.
The brand's loyalty program, Noodles Rewards, will be a key tool for driving repeat visits in a market where brand awareness starts at zero. Members earn points on every order and receive access to exclusive offers, early menu access, and birthday rewards — the kind of retention infrastructure that matters most when entering an unfamiliar market. Operators interested in restaurant loyalty program design will find the brand's approach a relevant reference point.
Noodles & Company has previously been recognized by Newsweek as one of America's Favorite Restaurants and for its loyalty program, and has received employer recognition from both Forbes and QSR magazine — credentials that can ease hiring in a new market where the brand lacks name recognition. The Las Cruces opening is, in that sense, as much a talent acquisition challenge as it is a guest acquisition one.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
