Marco Rivera
Co-Founder & CEO
The visionary behind Costa Vida, Marco's obsession with authentic Mexican cuisine has shaped every dish on our menu. His leadership blends culinary tradition with bold innovation.
Our Story
About Costa Vida
Real ingredients. Bold flavors. A passion for fresh Mexican food that has driven us since day one.
10+
Years of Flavor
Who We Are
Born from a Passion
Born from a Passion
for Fresh Food
Costa Vida was founded on a simple but powerful belief: everyone deserves food that tastes as good as homemade — made with real, fresh ingredients and served with genuine warmth.
What started as a small family kitchen in Roseville, California has grown into a beloved destination for authentic Mexican-inspired cuisine. Our founders, inspired by the vibrant coastal flavors of Baja Mexico and the rich culinary traditions of the Southwest, set out to create a place where every bite tells a story.
Today, Costa Vida serves thousands of guests each week — families, students, professionals, and food lovers from all walks of life — all united by a shared appreciation for bold, honest, crave-worthy food. Every tortilla is pressed fresh. Every salsa is made in-house. Every bowl is crafted with care.
10+
Years in Business
50K+
Happy Customers
100%
Fresh Ingredients
4.9
Average Rating
What Drives Us
Our Mission & Core Values
Everything we do — every recipe, every smile, every plate — flows from these core commitments.
Fresh First
We source the freshest local produce and highest-quality proteins. No shortcuts, no compromises — just honest food on every plate.
Made with Love
Our kitchen team puts heart into everything they make. We believe food tastes better when it's prepared with passion, pride, and a little extra care.
Community Roots
We are proud members of the Roseville community. We invest in local partnerships, support local farmers, and give back through community initiatives.
Bold Flavors
Inspired by the vibrant culinary traditions of coastal Mexico, we bring authentic, layered flavors to every dish — adventurous yet approachable.
What We Stand For
The Principles Behind Every Plate
Our values aren't just words on a wall — they guide every decision we make from farm to fork.
01
Transparency & Integrity
We believe you deserve to know exactly what's in your food. We use clear, recognizable ingredients and never hide behind unnecessary additives or fillers.
02
Inclusion & Hospitality
Costa Vida is a place for everyone. We celebrate diversity at our table and work hard to offer options for every dietary preference and lifestyle.
03
Environmental Responsibility
We're committed to reducing our environmental footprint — from eco-friendly packaging to minimizing food waste and supporting sustainable agriculture.
04
Constant Innovation
We never stop exploring. Our menu evolves with the seasons, the culture, and our guests' feedback — always striving to surprise and delight.
Freshness You Can See
Every ingredient is prepared fresh daily in our Roseville kitchen.
Our Journey
A Decade of Bold Flavors
From a family dream to a Roseville landmark — here's how Costa Vida came to be.
2013
The Dream Begins
Founders Marco and Elena Rivera open the first Costa Vida location in Roseville, CA — a tiny 800 sq ft counter-service spot driven by a passion for coastal Mexican flavors and family recipes passed down through generations.
2015
Growing the Menu
Following overwhelming demand, Costa Vida expands its menu to include catering services and introduces its now-legendary handcrafted salsas and tortillas — made fresh in-house every single morning.
2017
Community Recognition
Costa Vida is named "Best Mexican Restaurant in Roseville" by local publications for three consecutive years. The team doubles in size and the restaurant relocates to its current home at 1475 Eureka Rd to accommodate growing demand.
2019
Going Green
Costa Vida launches its sustainability program — switching to 100% compostable packaging, partnering with local farms for produce sourcing, and implementing a zero-food-waste kitchen initiative.
2021
Digital Expansion
Costa Vida launches online ordering and delivery, making it easier than ever for the community to enjoy fresh, authentic Mexican food from the comfort of home. Online orders grow 300% in the first year.
2024
Looking Ahead
With over 50,000 loyal customers and a decade of bold flavors under our belt, Costa Vida is expanding its catering division, introducing seasonal menu rotations, and continuing to raise the bar for fresh, vibrant Mexican-inspired dining in California.
The People Behind the Food
Meet Our Team
Our talented team brings creativity, expertise, and genuine passion to everything they do.
Elena Rivera
Co-Founder & Operations
Elena ensures every guest experience at Costa Vida is seamless and memorable. With a background in hospitality management, she's the organizational force behind our daily excellence.
Chef Diego Santos
Executive Chef
Trained in culinary schools across Mexico and California, Diego is the creative genius in our kitchen. He crafts seasonal menus that honor tradition while pushing bold new flavor boundaries.
Sofia Mendez
Head of Catering & Events
Sofia transforms events into unforgettable culinary experiences. From intimate gatherings to large corporate functions, she brings the Costa Vida magic to every occasion with precision and flair.