UNM-Taos leaving a mark at future Whataburger
January 29, 2025
It was a bone-chilling morning on Jan. 23 when UNM-Taos was invited to the site of the future Whataburger restaurant by Albertsons to legally deface the building by signing their names on interior beams. In attendance from Klauer were BCAM’s Zach Riesche and Scott Gerdes, along with Culinary Program Coordinator Liana Hoffman and FDMA and Thrive Food and Resource Center work-study student Darien Isaacs.
Other community members who braved the cold, ready to display their John Hancocks and grab a swag bag, were representatives from Taos Municipal Schools, Taos County Chamber of Commerce, Albertsons staff, and a few Whataburger dignitaries.
Why would UNM-Taos be involved with a fast-food joint?
Zurisadai Soto, director of Operational Support at PCL Ventures LLC, reached out to BCAM last November explaining that the new Taos Whataburger is part of a PCL Ventures franchise, and this will be their second unit, with the first being in Farmington. They partnered with the local college (San Juan College) and two high schools to get their icons on a mural inside the restaurant.
“We would love to be able to partner with your college to get a UNM-Taos icon on our mural here in Taos,” Soto wrote in an email.
After looking at photos of the mural in Farmington and seeing that it celebrates the local community, Chancellor Gutierrez felt, “It would be an honor to be represented.” BCAM then supplied Soto with appropriate logos and icons.
The mural is being created by the Whataburger Corporate Creative Team, printed by a manufacturer, and installed on the wall by local contractors.
The restaurant plans to open in mid-March and operate 24/7 if supported by the community. They intend to hire 50 employees.
Whataburger fans in Taos will have a more convenient way to curb their cravings by not having to drive to Rio Rancho or Albuquerque.
