Discover how Blake’s Lotaburger withstood the test of time and conquered the Southwest 

When World War II navy veteran Blake Chanslor opened the first Blake’s Lotaburger (Lotaburger) in southeast Albuquerque in 1952, he established a cherished New Mexico tradition. The following year, he launched two additional stores and subsequently continued to expand his reach to encompass 23 cities across the State of New Mexico. Fast forward seven decades, and Lotaburger has established itself as a local favorite and an essential stop for visitors to the Southwest, renowned for its freshly prepared burgers crafted from the finest ingredients. Blake Chanslor remained the owner of the chain until 2003, when the company was acquired by Ron Rule, the current CEO, who has since kept Lotaburger a family-owned business.   

“Lotaburger has remained a staple in the State of New Mexico since 1952. With 78 locations, our restaurants cover the four quarters of New Mexico, as well as El Paso, Texas and Tucson, Arizona. We continue to offer the same signature items that have historically been the basis of the business’ success,” begins Ron.  

According to a 1994 report by the Albuquerque Journal, Lotaburger played a significant role in popularizing the use of green chile, a staple of New Mexican cuisine, as a condiment on hamburgers. In fact, the company’s signature LOTA New Mexico Style burger, featuring Hatch green chile, has gained national recognition, and its Breakfast Burritos are also immensely popular. Ron explains how Lotaburger balances staying true to its New Mexico heritage while simultaneously appealing to a wider customer base. “One of the most identifiable culinary wonders of New Mexico is undoubtedly the green chile cheeseburger. At Lotaburger, we are deeply committed to offering the highest quality rendition of this classic burger. To achieve this, we have curated and sourced our own proprietary green chile variety. Cultivated by farmers from New Mexico in the fields of the Hatch Valley region, our green chile is 100 percent flame roasted, a process that preserves its quality and texture. Seasonal growing conditions impact the chile’s natural heat level and Lotaburger relies on mother nature, never adding capsaicin to artificially increase the heat of our green chile.”  

Evidently, the hallmark of Lotaburger’s national success lies in its unwavering commitment to ingredient quality, even beyond green chile. We learn from Ron about the procedures that empower the company to uphold unparalleled quality and consistency in every ingredient it utilizes. “A substantial portion of our time and effort is devoted to sourcing top quality products. On an ongoing basis, these ingredients undergo rigorous scrutiny within our state-of-the-art test kitchen, where they are routinely examined and tasted to ensure unrivaled freshness, quality, and flavor. Nonetheless, our dedication to quality transcends taste to encompass sustainability, a growing concern in the food industry. In line with our stringent quality and sustainability standards, we procure our resources locally as much as we possibly can. Hence, in addition to sourcing our green chile straight from farmers in New Mexico, we align ourselves with suppliers who pride themselves on maintaining environmentally friendly practices,” he emphasizes.  

People first 

For over 70 years, New Mexicans have been enjoying the premium fast-food offerings of Lotaburger. Now, the company has set its sights on new horizons, with plans for further expansion into uncharted territories across the US. “Although our roots remain firmly planted in the Southwest, we have broadened our geographical footprint over the years and are currently looking at expanding into new markets. As part of that focus, we recently tested the waters with a special promotion of our iconic LOTA New Mexico Style burger at a restaurant in Montana. Not surprisingly, it attracted a significant number of New Mexicans, with one family even driving over 60 miles to Montana just to attend this event. The response was overwhelmingly positive, but what got our attention was the enthusiasm of many native Montanans, who all wanted our burger to become a permanent item on the restaurant’s menu,” Ron enthuses.  

Amidst the enduring staffing challenges faced by the fast-food industry, Lotaburger has honed its approach to not only tackle these obstacles but also to cultivate a workplace environment that nurtures employee retention and sustains a culture of engagement and motivation. Ron sheds light on the company’s staffing strategy. “In addition to offering competitive wages, we have established clear pathways for career progression within our stores. For example, our management teams are primarily comprised of individuals who have progressed through the ranks within the company. Furthermore, we are actively involved in community engagement and community building efforts, providing funds and supplies to numerous programs. Each year, we host employee team participation in the annual University of New Mexico Lobo Cancer Challenge, a cause we have proudly championed as the lead sponsor since its inception in 2017,” he elaborates. 

Strategic innovation 

In alignment with the trends observed in the restaurant industry, Lotaburger is increasingly leaning into technology to enhance the efficiency of its workforce and optimize its operational processes. “To boost customer engagement with our brand, we have developed our own app and loyalty program. We have also implemented an artificial intelligence (AI) powered call-in service, which effectively alleviates some of the workload for our store employees. As a result, they are able to channel their efforts towards delivering exceptional in-store customer service,” Ron continues.  

As he looks to the future, Ron outlines Lotaburger’s long-term strategy to continue differentiating itself in the fast-casual space. “Firstly, we plan to uphold our efforts and commitment to maintaining high quality across our New Mexico-inspired cuisine that our customers love. Second, as we recognize the evolving restaurant landscape, we will keep incorporating smart technologies to make our food service efficient without sacrificing quality. And third, we plan to expand into new markets to share our signature New Mexico flavors,” he ends.  

From its roots as a humble burger store in Albuquerque to a widespread presence in the Southwest, Lotaburger’s journey demonstrates that quality and tradition endure the test of time. By staying true to its New Mexican heart while embracing strategic innovations, the company is primed to extend its legacy to new American states.  

www.lotaburger.com