Ep 15: Clicks 2 Bricks with Torchys Tacos CMO, Scott Hudler
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In 2019, Torchy\\u2019s Tacos, made a significant investment in executive leadership, hiring a new CMO with the expertise to expand the beloved Austin-based brand\\u2019s presence in both new and existing markets and bring Damn Good tacos, queso, and more to fans far and wide. Today\\u2019s guest is that CMO, Scott Hudler. Scott was previously Chief Digital Officer for Dunkin\\u2019 Brands, where he spent 10 years guiding the iconic East Coast company through a digital transformation, as it took on the 800-pound coffee gorilla that is Starbucks. He got a taste of big-box retail as the CMO for Dick's Sporting Goods and then joined upstart Torchy\\u2019s Tacos to lead marketing. The Austin-based company is growing fast, and it's pioneering a new category in the ever-changing restaurant industry: craft casual. In this episode, Scott shares with us the story behind the Torchy\\u2019s brand, how it has grown, and how it has been affected by COVID, as well as the digital evolution of the restaurant, the three pillars of what Scott calls craft casual, and how restaurants are thinking differently about Google Search and the conversion to business. All this and so much more is in today\\u2019s episode, so make sure to tune in!
Key Points From This Episode:
- Scott shares where he is calling from and how Torchy\\u2019s is approaching work from home.
- A fun fact from Scott \\u2013 he was on the grand jury for the Ray Lewis murder trial in Atlanta.
- Scott tells the story behind the Torchy\\u2019s Tacos brand and company \\u2013 it all started in a trailer.
- How the brand has evolved since 2006, and the pragmatic approach to growth they\\u2019ve taken.
- How COVID has impacted Torchy\\u2019s growth plan \\u2013 they have opened 12 new locations, not 20.
- Torchy\\u2019s is a 100% corporate model that owns all of its 82 restaurants in seven states.
- What attracted Scott to Torchy\\u2019s was it was a growing brand with an entrepreneurial spirit.
- Scott\\u2019s time at Dunkin\\u2019 Brands, what he experienced, and what he learned working there.
- The digital evolution of Dunkin\\u2019 \\u2013 from an app and a loyalty program to mobile ordering.
- Social media was an important part of what helped amplify the Torchy\\u2019s brand to the masses.
- The brand doesn\\u2019t fit in a box \\u2013 Scott shares the three pillars of what they call craft casual, convenience, and authenticity, and care.
- Scott explains their current campaign that plays off the 2020 presidential campaigns.
- What Scott took away and learned from his role at Dick\\u2019s Sporting Goods, mainly how to cut through the clutter and reach consumers.
- How restaurants are thinking differently about Google Search and the conversion to business.
- Why Torchy\\u2019s is exclusive to the DoorDash delivery system \\u2013 partnership being number one.
- Managing partners get a percentage of operating profit, incentivizing them to drive sales.
- How managing partners are empowered to do local marketing with a budget based on sales.
- Using Facebook to drive the brand at a local level \\u2013 each location has a Facebook page.
- Scott\\u2019s opinion of martech or the marketing technology space and how it can drive customer engagement and reach.
- Another leader in multi-unit enterprise that Scott admires is Jon Luther, President of Popeyes.
Links Mentioned in Today\\u2019s Episode:
'Few CMOs Appreciate the Impact of Google Search on Foot Traffic'
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