Marco's Pizza Enters New Mexico Market with Multi-Unit Franchise Deal

Event summary

  • Marco's Pizza has signed a three-unit area development agreement with entrepreneur Yiris Hallal to expand into New Mexico.
  • The first location in Las Cruces is slated to open in July 2026.
  • Hallal, operating through Hall Foods, LLC, brings experience from the technology and infrastructure sectors.
  • Marco's is incentivizing multi-unit operators with a Franchise Development Royalty Incentive Program, starting at 0% royalty.
  • Top 25% of Marco's Pizza franchised stores reported an average unit volume (AUV) of $1.28 million in 2025.

The big picture

Marco's Pizza's expansion into New Mexico represents a strategic move to capitalize on underserved markets in the Southwest, a region experiencing population growth and increasing demand for diverse dining options. The franchise agreement highlights the brand's focus on partnering with experienced operators to drive sustainable growth, while the royalty incentive program signals an effort to attract multi-unit franchisees and accelerate market penetration. This expansion comes as the broader franchising sector seeks to balance rapid growth with operational efficiency and franchisee profitability.

What we're watching

Execution Risk
The Hallal family's success will depend on their ability to transition from technology infrastructure to managing multiple restaurant locations, and their daughter's ability to lead day-to-day operations.
Market Saturation
The pace of expansion in New Mexico and potential entry into Albuquerque will determine if Marco's can establish a sustainable market share without cannibalizing existing regional pizza chains.
Franchisee Performance
Whether the royalty incentive program attracts and retains high-performing franchisees will be critical to Marco's Pizza's overall growth trajectory and brand health.