What Led To Rusty's Taco Closure In Lubbock's Busy Area?

Like many in Lubbock, I was surprised to learn that Rusty's Taco in Lubbock (6030 Marsha Sharp Fwy W #200) had quietly closed. I learned about the closure from a local food group on Facebook. This was the post:

I just noticed that Rusty's Tacos has closed. I liked them pretty well but there's so many other places that are at least as good and cheaper. Still sad to see any decent business closed.

Rusty Taco Quietly Closes Its Lubbock Location

I searched for an official explanation as to why this location closed and was unable to find one. The Rusty's Taco Lubbock Facebook page migrated to a shared corporate page a while back, so there was no goodbye post or anything like that.

It's a bit of a head scratcher as Rusty's Taco only opened a couple of years ago, and in the high-traffic Canyon West Shopping Center.

Possible Explanations

Lack of advertising- I had honestly forgotten about this place because I had not heard about it since it opened.

Hefty Competition- Lubbock has many such "chain" concepts, and with new stuff constantly coming in, it's hard to keep up the momentum.

Franchise Owner Issues- Life happens, and there are any number of reasons a franchise owner would call it quits, even if the place is doing okay.

Let's Dig For Clues In the Comments

Hindsight is always 20/20, however, some Lubbockites may have some insight. Take all this with a grain of salt because it is just the opinions of folks on the internet:

Last time we went there they were out of almost everything we tried to order, which was the 3rd time that happened. We really liked them to but couldn’t keep going to only get half of what we wanted.

Hopefully the days of the “upmarket taco place” are numbered. People like tacos because they’re fast and cheap. Take those away and what is left?

One anonymous poster said they thought one of the owners passed, again, take that with a grain of salt, I could not confirm that anywhere.