Ep 15: Clicks 2 Bricks with Torchy’s Tacos CMO, Scott Hudler

Oct 14

In 2019, Torchy’s Tacos, made a significant investment in executive leadership, hiring a new CMO with the expertise to expand the beloved Austin-based brand’s presence in both new and existing markets and bring Damn Good tacos, queso, and more to fans far and wide. Today’s guest is that CMO, Scott Hudler. Scott was previously Chief Digital Officer for Dunkin’ 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’s 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’s 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’s episode, so make sure to tune in!

Key Points From This Episode:

Scott shares where he is calling from and how Torchy’s is approaching work from home.
A fun fact from Scott – he was on the grand jury for the Ray Lewis murder trial in Atlanta.
Scott tells the story behind the Torchy’s Tacos brand and company – it all started in a trailer.
How the brand has evolved since 2006, and the pragmatic approach to growth they’ve taken.
How COVID has impacted Torchy’s growth plan – they have opened 12 new locations, not 20.
Torchy’s is a 100% corporate model that owns all of its 82 restaurants in seven states.
What attracted Scott to Torchy’s was it was a growing brand with an entrepreneurial spirit.
Scott’s time at Dunkin’ Brands, what he experienced, and what he learned working there.
The digital evolution of Dunkin’ – from an app and a loyalty program to mobile ordering.
Social media was an important part of what helped amplify the Torchy’s brand to the masses.
The brand doesn’t fit in a box – 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’s 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’s is exclusive to the DoorDash delivery system – 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 – each location has a Facebook page.
Scott’s 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.

Tweetables:

“Our mission statement as an organization is to be damn good, and we think about that in everything you do. Whether you're working at headquarters, if you’re working in the restaurant, is what you're doing damn good?” — @scotthudler [0:09:09]

“We don't fit into a box. We’re clearly not QSR. We’re clearly not casual dining. Fast casual is the closest but, humbly, we say that we don't really fit in that box either. We’ve crafted this positioning that we think is unique, because we think we’re the only ones doing what we’re doing at scale, and we call it craft casual.” — @scotthudler [0:23:09]

“[Previously], search for restaurants would have been more about brand awareness, ‘Make sure if someone’s searching tacos that Torchy’s comes up.’ Now it’s like an e-com businesses. I can convert you from a Google Search to online ordering. It has really shifted as that has become such a big part of all of our business in the restaurant industry.” — @scotthudler [0:29:54]

“I would advise people to kind of do both [multi-location and CPG], as they’re starting their career, and figure out which one you like best.” — @scotthudler [0:43:22]