Meet Your Merchant: Thor’s Grill |

Meet Your Merchant: Thor’s Grill

Thor Jensen

Meet Your Merchant

Name of Business: Thor’s Southwest Grill

Description: Quick serve restaurant specializing in culinary fare from the southwest United States and Mexico. Featuring homemade and all natural products.

Owner: Thor Jensen

Address: 35 Market St Unit A, Glenwood Springs

Phone Number: 945-9233



Date Business Opened: March 20, 2005

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How did your business start?

Thor’s Grill started as Moe’s Southwest grill when we opened in 2005. Moe’s was a franchise, and I was the franchise owner. The franchise agreement ended in February 2015. Instead of continuing as a franchise, we rebranded the restaurant in March 2016 as Thor’s Southwest Grill. We felt we could provide a better, fresher and more local product using all natural ingredients and organic ingredients when possible.

What do you sell?

We are a quick serve restaurant serving food with flavors from the Southwest. We serve burritos, quesadillas, tacos, salads, and specialty meals like three types of grilled fish tacos. We have the best affordable catering in town delivering from Aspen to Parachute to Vail. We also feature six different fresh salsas for our customers to personalize their meal. We also make fresh two specialties from the New Mexico, red and green chile.

Why do you like what you do?

The relationships we have with our customers are the best part of what we do. We get to be a part of our community, and over the past 10 and a half years we have watched our customers grow with us and be part of their family’s lives. We serve a great product, and our customers are very loyal to us, which allows us to develop those relationships.

What strategy do you use to hire good people?

We have been very fortunate keeping our core group of employees for a long time. We have basically used word of mouth to hire, and it has worked out. Glenwood is a very difficult place to hire and retain employees. Hiring is a constant struggle.

What is your strategy for growth in the next year?

I am a firm believer in trying to do the right thing every day. Word of mouth and reputation are everything for local businesses. We offer a couple of specials. Wednesday is kids eat free, and we have done this ever since we opened. We also offer 50 50 night for our customers over 50, where they receive 50 percent off on Thursday night. Thor’s grill is building to regain our customers from Moe’s Southwest Grill. We offer a better product then we had with Moe’s and want to prove it to our community.

What is the best thing about running a business here?

Our community. We have been fortunate to be able to help others with different events, and these opportunities have been great to be a part of. I feel we have great bonds with many different groups in the valley, and Thor’s Southwest Grill is a great vehicle to help others. This valley has been great to us, and we feel fortunate to be a part of this valley.

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