Scott Hudler is the CMO of Torchy’s Tacos, an experiential craft-casual restaurant. In this episode, Scott and I explore what that means.

Torchy’s was founded a decade ago in Austin, Texas. The concept was an elevated street taco. Today they have over 83 locations in seven states and plan to add a hundred company-owned restaurants in the next five years. 

Learn how their unique ownership model instead of a franchise system helped them grow, how they lean heavily on experience and grass roots marketing, and their distinct and a little irreverent brand make it all work.

In this episode, you’ll learn:

  • About the intersection between fun and business
  • How great customer experience shines through the abundance of choices
  • The importance of meeting customers where they want to interact with you

Key Highlights:

  • [01:45] Scott’s favorite city
  • [03:22] The brands Scott has worked for
  • [06:01] What made Torchy’s the next “right” move
  • [07:16] Torchy’s backstory
  • [12:06] Executing a winning formula
  • [14:00] Not a franchise but individually owned
  • [17:07] Making the leaps to grow
  • [18:35] How the food industry will change post-pandemic
  • [20:15] Overcoming the abundance of choices
  • [21:41] Experiential marketing at Torchy’s
  • [26:22] A defining experience that made Scott who he is today 
  • [30:30] Scott’s advice to his younger self
  • [31:20] Scott’s impactful purchase
  • [32:38] The brands and companies Scott follows
  • [34:35] What Scott says is today’s biggest threat and opportunity for marketers

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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.