On this episode of Restaurants Reinvented, Scott Hudler of Torchy's Tacos dives into how he's growing the brand—embracing the “damn good” promise across the product, customer experience, and marketing—and by creating a new category called “Craft Casual” for the unique concept.
Torchy's just announced new investors and plans to double growth by 2024. No doubt that Scott will get them there.
1 - Executing on the Brand Promise: Be Damn Good at Everything, from the food to the customer experience, marketing, and community involvement. Rather than focusing on fast food, Torchy's focuses on "Craft Casual."
2 - Smart Pandemic Strategies: They created popular “Margarita Packs” to-go, rolled out curbside and formed a coalition of restaurants in Austin dubbed “Come and Take Out,” helping many local restaurants stay open during the difficult time.
3 - Continually Improving the Experience: To provide a “damn good experience” Scott is looking into Order-at-Table technology, using text messaging to pay for orders, and other more efficient ways to constantly improve the order experience. His first priority is to make online ordering better.
4 - Getting to 360 View of the Guest: When it comes to data and personalization he admits that “we can do better.” His goal is to get to the full 360 view of the guest.
5 - Non-Traditional Marketing Approaches: Torchy's Tacos does not spend money on advertising or engage in traditional “loyalty” programs. In fact, he does not believe in discounting at Torchy’s.
6 - Memorable & Successful Campaigns: The "Tacos/Queso" 2020 political spin-off was a huge hit and garnered tons of engagement; as well as the Valentines “Salty Singles Day” where people could torch their ex’s stuff!