When COVID-19 hit Albuquerque in March 2020, Golden Pride pivoted immediately — closing dining rooms, expanding drive-through operations, and keeping every employee on payroll. The team adapted with creativity and speed, adding a second drive-through lane at West Central and running outdoor cashiers to keep up with demand.
The result was remarkable. May 2020 became the highest-revenue month in company history, with over $2.5 million in gross sales across four locations. Mother’s Day weekend that year was the busiest the company had ever seen — all four drive-throughs had traffic backed up into the streets.
“We all joked that we were having Christmas sales.”
In September 2020, the Albuquerque Journal recognized Frontier/Golden Pride Inc. with the Rust Award for Excellence in Ethical Business Practice — one of the city’s most respected business honors.
“We feel that if everyone were to treat one another ethically… what a fabulous world this would be. — Dorothy Rainosek”