Marco's Pizza Signs Three&Unit Development Agreement in Las Cruces, New Mexico

Why It Matters

The deal expands Marco's Pizza’s footprint in the Southwest while leveraging the Hallal family’s operational expertise, potentially accelerating franchise growth and market penetration. The royalty incentive lowers entry barriers, attracting ambitious multi‑unit operators and boosting the brand’s competitive edge.

Key Takeaways

• First Marco's Pizza opens in Las Cruces July 2026
• Hall Foods LLC will develop three franchise units in New Mexico
• Daniela Hallal, ex‑Amazon manager, becomes general manager of first store
• Marco's royalty incentive program can start at 0% for multi‑unit owners

Pulse Analysis

Marco's Pizza is accelerating its Southwest presence by partnering with the Hallal family, a tech‑savvy entrepreneurial group based in El Paso. Their first three‑unit development agreement targets Las Cruces, with the inaugural store slated for July 2026 at 3835 East Lohman Avenue. By tapping Yiris Hallal’s experience in structured cabling and network infrastructure, Marco's gains a franchisee capable of handling complex real‑estate and construction logistics, while Daniela Hallal’s finance and Amazon background promises disciplined operational management.

The franchise’s newly introduced Royalty Incentive Program, offering a starting royalty rate of 0% for qualified multi‑unit owners, is a strategic lever to attract aggressive growth investors. This incentive, combined with comprehensive support in site selection, build‑out, and day‑to‑day operations, lowers the financial hurdle for new franchisees and aligns with Marco's broader goal of expanding its footprint beyond traditional markets. Early adopters can benefit from accelerated cash flow, especially as the top 25% of stores reported an average unit volume of $1.28 million in 2025.

Looking ahead, the Hallal family’s intent to evaluate additional locations in Las Cruces and potentially Albuquerque suggests a phased rollout that could double the brand’s presence in New Mexico within two years. Such expansion not only diversifies Marco's revenue streams but also strengthens its competitive positioning against other pizza chains vying for market share in the fast‑growing Sun Belt. If the royalty incentive drives rapid multi‑unit openings, Marco's could see a measurable uplift in systemwide sales and franchisee profitability.