Fuzzy's Taco Shop

Part
01
of eight
Part
01

Fuzzy's Taco Shop Company Overview

The research was aimed at providing a detailed overview and background of Fuzzy's Taco Shop. Useful information on the company's history, franchising and the requirements for franchisees, leadership as well as marketing was obtained and documented. Below is an overview of the company.

Background information

  • Fuzzy's Taco Shop is a "fast-casual restaurant that serves Mexican favorites with a splash of baja".
  • The company was founded in 2003 near the Texas Christian University campus and is based in Fort Worth, Texas.
  • The original Fuzzy's Taco Shop was founded in 2001 but was purchased by Allan and Chuck Bush after two years of operation.
  • The aim of the purchase was "to focus the attention of the company on promptly and efficiently providing guests with generous helpings of uniquely flavorful foods at a fair price in a fun atmosphere".
  • The company's "inexpensive menu, dog-friendly patios, and full liquor bars serving a large selection of draft and craft beers, signature frozen cocktails, and several different flavors of margaritas," makes it popular with young people and the old alike.
  • The baja style tacos have "cult-like fans" and as some of them moved away from the original company location, they demanded more locations and Fuzzy's obliged by spreading throughout 9 states with 77 stores initially.

Franchising

  • Fuzzy's Taco Shop has been franchising since 2008.
  • According to Top Franchise, "it's corporate-owned and franchised restaurants offer starters, soups, salads, salads, baja tacos, jumbo burritos, nachos, Mexican dinners, quesadillas, kid's foods, sandwiches, breakfast items, sides and extras, desserts, and beverages."
  • The minimum requirements to qualify for a Fuzzy's Taco Shop are a passion for hospitality and engaging the guest, "at least $250,000 in non-borrowed personal resources and an overall net worth of at least $500,000".
  • Prior restaurant experience is not needed. However, franchisees without restaurant experience are highly encouraged to partner with experienced restaurant operations manager with "vested interest in the business".
  • The "total cost of opening a Fuzzy's Taco Shop depends on its size and location", but is "typically between $597,000 and $1,262,000". This includes the franchise fee.
  • The "initial term is 10 years", there are "two additional 10-year successor terms".
  • The franchisee fee for the first restaurant is $35,000. A franchisee discount is offered for additional restaurants if the "franchisee enters into a multi-unit development agreement".
  • A franchisee fee discount is also offered to qualified veterans of the US Armed Services through the International Franchise Association’s VetFran Program
  • Fuzzy's Taco Shop does not provide financing. Financing is "secured through third-party lending sources".
  • The company's standard royalty fee is 5% of gross weekly sales with a discount royalty of 3.5% within the first 52 weeks of opening a Fuzzy's Taco Shop.
  • The franchisee is "responsible for choosing the restaurant site", but is assisted by the company in the process.
  • Other support options are 297 hours on-the-job training, 30 hours classroom training and additional training at company-owned store. The number of "employees required to run a restaurant is 25".
  • As of February 8, 2019, Fuzzy's Taco Shop had over 150 locations in 16 states.

Leadership

  • Fuzzy's Taco Shop is led by Mel Knight as the company's president
  • Michael Mabry is the company's chief development officer. He was president and chief operating officer of MOOYAH Burgers, Fries and Shakes headquartered in Plano, Texas.
  • Jessica Wescott is the company's chief financial officer.
  • David Catalano is Fuzzy's Taco Shop's chief operating officer.
  • Kevin Rychel, who was promoted after being a Fuzzy’s Taco Shop veteran for three years, is the vice president of operations.
  • Samir Wattar is the company's vice president of supply chain.
  • Laura Purser is the company's vice president of marketing.
  • Leo Aguilar is the director, IT operations.
  • Ken Murray is the company's controller.

Agency of Record

  • Fuzzy's Taco Shop selected Johnson & Sekin as its new advertising agency of record on August 7, 2018, following a formal review.
  • Johnson & Sekin is one of Dallas' most awarded and talked-about advertising agencies. The company is led by Kent Johnson and Chris Sekin.

Creatives

  • One of Fuzzy's Taco Shop's creatives is the "Free Tacos For a Year" give-away where 50 winners selected on the day of the event will receive free tacos for a year or free tacos per week for 52 weeks.
  • The offer was available only for the first 50 guests on the day of the event who are signed up for the Fuzzy's rewards app.
  • The offer encouraged customers to download and create accounts on the Fuzzy's Taco Shop mobile app, a creative way of attracting customers.
  • Another of Fuzzy's creatives is the company's Facebook page telling customer to get their kernels while they can.
  • A Facebook post asks customers to "order one for each" and not "just one".
  • The company also encourages fans to share their "corniest jokes" for a chance to win a $25 gift card.

Research Strategy

In order to fully answer the client's request for information on the company's chief marketing officer, the research team searched for information from industry news websites such as Business Wire and Restaurant Business online among others. The intent was to find any news of the company's appointment for the position of the CMO. However, no news on this was found. The team then searched through social media sites such as LinkedIn with the hope of finding an advert for this position or a user who had this post listed in the profile, but no information was obtained. The team finally searched in the company's website to find if there was anyone named as a holder of the position. No position for the CMO was found in the company's leadership team. However, the research team found the position of the Vice President of Marketing, which is related to the position of the CMO as requested by the client.
Part
02
of eight
Part
02

Laura Purser Biography

Laura Purse is the Vice President of marketing at Fuzzy's Taco Shop. She has vast experience in marketing dating back to 1996. Before being employed at Fuzzy's Taco shop, she was the Account Director at Johnson & Sekin.

Professional Details.

1. Educational Background.

2. Work Background and Experience

3. Current Responsibilities

4. Accomplishments

Personal Details

1. Interests and Hobbies

2. Articles and Publications

3. Links to Social Profiles

  • Laura Purser is has a Facebook account that can be accessed here.
  • She also has an active LinkedIn account that is accessible from here.

Research Strategy

The research team started the search by consulting official company websites like fuzzystacoshop.com to get an overview of Purser's professional life. The team also combed through trusted social media accounts and professional accounts like LinkedIn for information about her professional profile. Details about her current responsibilities and previous work experience were gathered here. To gather insight into her accomplishments, we analyzed information from trusted publications and market magazines like the QSR Magazine, marketscreener.com, marketwatch.com, and franchising.com. Laura Purser's hobbies were not outrightly available but the team was able to gather some insight by checking her social media profiles and posts. It was evident from her Facebook posts that she was into athletics. This was also evident from an article in the Norman Magazine where she talks about her career as a softball instructor. To acquire information regarding publications and articles, we did a background check on her employment history and thereby analyzing articles that she featured during that period. We found information regarding an article that she featured during her time at Fuzzy's Taco Shop. Besides, we counter checked local magazines like the Norman Magazine to see if she featured in any of their articles. It was evident that she featured an article on the local magazine.
Part
03
of eight
Part
03

Fuzzy's Taco Shop Press Search

Over the past 12 months, Fuzzy’s Taco Shop has opened new restaurants in Wichita, Parker, and Hardeeville. Over the past year, the company has closed restaurants in Fayetteville, Houston, and Columbus. In September 2019, it was reported that Fuzzy’s Taco Shop plans to open 40 locations in Chicagoland.

New Locations

  • On August 5, 2019, The Wichita Eagle reported that Fuzzy’s Taco Shop would be opening its second restaurant in Wichita at Wichita State University’s Innovation Campus on August 19.
  • On October 29, 2019, Denver business Journal reported that Fuzzy’s Taco Shop had opened a new restaurant in Parker, making it the company’s 16th location in Colorado.
  • On November 3, 2019, The Island Packet reported that Fuzzy’s Taco Shop would be opening a new restaurant in Hardeeville on November 5.

Restaurant Closures

Expansion Plans

Part
04
of eight
Part
04

Fuzzy's Taco Shop Competitors, Pt 1

Taco Bell, Taco John's, Moe's Southwest Grill, Del Taco Fresh Mexican Grill, Qdoba Mexican Eats, Chronic Tacos Mexican Grill and California Tortilla are seven competitors of Fuzzy's Taco Shop.

1. Taco Bell

  • Taco Bell is the "undisputed king" of Mexican fast food in the US and continues to expand rapidly across the country.
  • Notably, this company was highlighted as a competitor of Fuzzy's Taco Shop within business trade Entrepreneur Magazine's ranking of the top Mexican restaurant franchises in the US for 2019, with Taco Bell ranking first, while Fuzzy's Taco Shop ranked second.
  • Additionally, Taco Bell was noted as a competitor of Fuzzy's Taco shop as part of food industry outlet Franchise Chatter's ranking of America's best 18 Mexican restaurant franchises for 2019/2020, with Taco Bell ranking first, while Fuzzy's Taco Shop ranked eighth.

2. Taco John's

  • Taco John’s is notable for the company's "West-Mex" cuisine, which is inspired by traditional Mexican fare in a fast-food style environment.
  • This company was covered as a competitor of Fuzzy's Taco Shop within Entrepreneur Magazine's ranking of the top Mexican restaurant franchises in the US for 2019, with Taco John’s ranking third.
  • Moreover, Taco John’s was flagged as a competitor of Fuzzy's Taco shop as part of Franchise Chatter's ranking of America's best 18 Mexican restaurant franchises for 2019/2020, with Taco John’s ranking fifth.

3. Moe's Southwest Grill

  • Notably, this company was highlighted as a competitor of Fuzzy's Taco Shop within Entrepreneur Magazine's ranking of the top Mexican restaurant franchises in the US for 2019, with Moe’s Southwest Grill ranking fourth.
  • Additionally, Moe’s Southwest Grill was noted as a competitor of Fuzzy's Taco shop as part of Franchise Chatter's ranking of America's best 18 Mexican restaurant franchises for 2019/2020, with Moe’s Southwest Grill ranking third.

4. Del Taco Fresh Mexican Grill

  • This company was covered as a competitor of Fuzzy's Taco Shop within Entrepreneur Magazine's ranking of the top Mexican restaurant franchises in the US for 2019, with Del Taco Fresh Mexican Grill ranking fifth.
  • Moreover, Del Taco Fresh Mexican Grill was flagged as a competitor of Fuzzy's Taco shop as part of Franchise Chatter's ranking of the America's 18 Mexican restaurant franchises for 2019/2020, with Del Taco Fresh Mexican Grill ranking fourth.

5. Qdoba Mexican Eats

  • Notably, this company was highlighted as a competitor of Fuzzy's Taco Shop within Entrepreneur Magazine's ranking of the top Mexican restaurant franchises in the US for 2019, with Qdoba Mexican Eats ranking sixth.
  • Additionally, Qdoba Mexican Eats was noted as a competitor of Fuzzy's Taco shop as part of Franchise Chatter's ranking of the America's 18 Mexican restaurant franchises for 2019/2020, with Qdoba Mexican Eats ranking second.

6. Chronic Tacos Mexican Grill

  • This company was covered as a competitor of Fuzzy's Taco Shop within Entrepreneur Magazine's ranking of the top Mexican restaurant franchises in the US for 2019, with Chronic Tacos Mexican Grill ranking seventh.
  • Moreover, Chronic Tacos Mexican Grill was flagged as a competitor of Fuzzy's Taco shop as part of Franchise Chatter's ranking of the America's 18 Mexican restaurant franchises for 2019/2020, with Chronic Tacos Mexican Grill ranking fifteenth.

7. California Tortilla

  • Notably, this company was highlighted as a competitor of Fuzzy's Taco Shop within Entrepreneur Magazine's ranking of the top Mexican restaurant franchises in the US for 2019, with California Tortilla ranking eighth.
  • Additionally, California Tortilla was noted as a competitor of Fuzzy's Taco shop as part of Franchise Chatter's ranking of the America's 18 Mexican restaurant franchises for 2019/2020, with California Tortilla ranking sixteenth.
Part
05
of eight
Part
05

Fuzzy's Taco Shop Competitors, Pt 2

Fuzzy's Taco Shop dog-friendly patios, fun atmosphere, and full liquor bars makes it popular with the young and old. Taco Bell adopted a healthy trans-fat free formula which is a key competitive advantage over other competitors.

Fuzzy's Taco Shop

Competitive Advantage

  • The company's dog-friendly patios, inexpensive menu, and "full liquor bars serving a large selection of draft and craft beers, signature frozen cocktails, and several flavors of margaritas," makes it popular with young people and the old alike.
  • Fuzzy's Taco Shop efficiently provides customers "with generous helpings of uniquely flavorful foods" at competitive prices in a fun atmosphere.
  • Fuzzy's Taco Shop's restaurants are designed in a way to create a festive atmosphere unique to Fuzzy.

Strengths

  • Fuzzy's Taco Shop offers quality food including fresh and handmade Baja-style Mexican food at fair prices.
  • Fuzzy's Taco Shop offers its customers incentives and rewards. Customers earn 10 points when they spend $1 and earn more rewards when they refer friends. The points earned can be redeemed by selection of free Fuzzy’s food.
  • The Baja style tacos that are laced with Fuzzy's sauce and feta have a "cult-like fans".
  • Fuzzy's Taco Shop offers an avenue of online orders through its website and mobile app.

Weakness

Revenue

Locations

  • As of February 8, 2019, Fuzzy's Taco Shop had over 150 locations in 16 states.
  • Fuzzy's Taco Shop is present in Arkansas, Arizona, Colorado, Florida, Georgia, Iowa, Kansas, Louisiana, Missouri, Mississippi, North Carolina, Nebraska, Ohio, Oklahoma, Texas, and Virginia.

Taco Bell

Competitive Advantage

  • Taco Bell’s main unique selling point is that it offers a wide range of Mexican dishes.
  • Taco Bell adopted a healthy trans-fat free formula which is a key competitive advantage over other competitors.

Strengths

  • Taco Bell has a strong social media presence and is available on various platforms such as Instagram (1.3 million followers), Facebook (9,877,436 followers), and Twitter (2 million followers).
  • Taco Bell utilizes emerging technologies such as “Taco Time”, where Lyft users can make a "stop at the Taco Bell drive-thru on their ride with the option to place an order inside the car".
  • Taco Bell experiences higher margins as it charges a premium compared to its competitors.

Weaknesses

  • Taco Bell offers high-fat and high-calorie food which is not preferred by health-conscious people.
  • Taco Bell has not been able to harness the power of technology in the front end processes.
  • The company has experienced increasing customer dissatisfaction reflected from the reviews on various online platforms.

Revenue

Locations

  • Taco Bell has 6,992 restaurants in the US.
  • Taco Bell is also present in Aruba, Australia, Brazil, Canada, Chile, China, Costa Rica, Cyprus, El Salvador, Dominican Republic, Finland, Guatemala, Iceland, India, Japan, Kuwait, Netherlands, Panama, Peru, Phillippines, Puerto Rico, Romania, South Korea, Spain, Sri Lanka, and United Kingdom.
Part
06
of eight
Part
06

Fuzzy's Taco Shop Competitors, Pt 3

Moe’s Southwest Grill is one of the most recognized brands in the restaurant industry with 700 locations in the United States. Taco John’s has an annual revenue of $371 million and 393 locations in the United States.

Taco John’s

Competitive Advantage

Strengths

  • Taco John’s has a strong brand image and has been around since 1969.
  • Taco John’s trademarked “West-Max” as a description of its approach towards food and service.
  • The restaurant offers a breakfast menu at some of its locations.
  • It offers special items during the Christmas holiday season.
  • Taco John’s uses innovative mascots to engage its customers.

Weaknesses

Annual Revenue

Locations

  • Taco John’s has 393 locations across 22 states in the United States.
  • The restaurant is located in the following states; Arkansas, Colorado, Idaho, Illinois, Indiana, Iowa, Kansas, Kentucky, Michigan, Minnesota, Missouri, Montana, Nebraska, Nevada, New York, North Dakota, Ohio, South Dakota, Tennessee, Washington, Wisconsin, Wyoming.

Moe’s Southwest Grill

Competitive Advantage

  • Moe’s Southwest Grill claims to provide consumers with “high quality” and “delicious” fresh food.
  • For the second year in a row, Moe’s Southwest Grill was awarded the brand of the year in the Fast Casual Mexican Restaurant by the Harris Poll EquiTrend Study.
  • Moe’s complimentary toppings, spices, salsas and their iconic queso stand out from competitors.

Strengths

  • Moe’s Southwest Grill utilizes several media channels to communicate and interact with their customers; this is one of the significant contributors to the brand’s success.
  • The restaurant allows customers to customize their menu according to their tastes.
  • The restaurant’s signature Homewrecker burrito, made to order Tex-Mex cuisine with a focus on natural ingredients, has been a staple diet for over ten years.
  • Moe’s offers 100% Steak-fed sirloin grass.
  • In addition to its restaurant, Moe’s also has catering facilities.
  • Moe’s Southwest Grill offers a wide variety of support for a franchisee to become successful.

Weaknesses

Annual Revenue

  • Moe’s Southwest Grill had estimated revenue of $739 million in 2018.

Locations

  • Moe’s Southwest Grill has 700 restaurants across 40 states in the United States.
  • The restaurant's locations are in Alabama, Arkansas, California, Connecticut, Delaware, District of Columbia, Florida, Georgia, Hawaii, Idaho, Illinois, Indiana, Iowa, Kentucky, Louisiana, Maryland, Massachusetts, Michigan, Mississippi, Missouri, Missouri, Nebraska, Nevada, New Hampshire, New Jersey, New York, North Carolina, North Dakota, Ohio, Oklahoma, Pennsylvania, Rhode Island, South Carolina, Tennessee, Texas, Utah, Vermont, Virginia, West Virginia, Wisconsin, Wyoming.



Part
07
of eight
Part
07

Fuzzy's Taco Shop Competitors, Pt 4

Del TacoFresh Mexican Grill and Qdoba Mexican Eats are two of Fuzzy's Taco Shop's major competitors. Their competitive advantages, strengths, weaknesses, revenue, and locations of operation are outlined below.

Del Taco Fresh Mexican Grill

1. Competitive advantages

  • One of the Del Taco Fresh Mexican Grill’s competitive advantage is its menu variety. The restaurant offers an unbeatable variety ranging from premium menu items to a value menu. Such a varied menu attracts many customers from all standards of living.
  • Another competitive advantage is its unique brand that creates a new market buzz. Thus, customers are always eager to have a Del Taco Fresh Mexican Grill restaurant near them.

2. Strengths

  • Del Taco Fresh Mexican Grill has a strong geographical presence that helps it reach the target market and enhance accessibility. With over 560 locations in 15 states, Del Taco Fresh Mexican Grill is accessible to its loyal fan base. The restaurant is also expanding into both existing and untapped markets across the United States, further reinforcing this strength.
  • The restaurant also has a strong, wide, and attractive product portfolio, which helps it to attract more customers. Such a portfolio also helps Del Taco Fresh Mexican Grill to offset losses from one category with benefits accrued from another product category.
  • Del Taco Fresh Mexican Grill also enjoys a strong financial position. A healthy financial position is a key strength because it helps the company make further investments.
  • Del Taco Fresh Mexican Grill has creative marketing strategies that resonate well with its brand legacy. The strategies enable it to reach more customers as it expands geographically.

3. Weaknesses

  • One notable Del Taco Fresh Mexican Grill’s weakness is its low global presence. A brand of its stature should have a global reach going by its success in the United States
  • Further, Del Taco Fresh Mexican Grill has no specific market niche, which makes it difficult to develop targeting strategies.

4. Revenue

  • Del Taco Fresh Mexican Grill has an estimated annual revenue of $243.22 million.

5. Countries/Cities/State


Qdoba Mexican Eats

1. Competitive Advantage

  • Qdoba Mexican Eats’ competitive advantage is its use of quality, freshly-prepared ingredients to give its menu items a fresh flavor.

2. Strengths

  • One of the Qdoba Mexican Eats’ key strengths is its widespread presence. The restaurant has over 750 outlets in United States and Canada. Thus, it is accessible to many customers.
  • Qdoba Mexican Eats also has a varied menu with numerous flavors for customers to select. It also has open kitchens that allow customers to see how their menu items are prepared real time. Such a unique experience emphasizes the restaurant’s promise of fresh flavors.
  • Qdoba Mexican Eats also has offerings for guests of all age categories. To encourage families to visit its outlets, Qdoba Mexican Eats introduced a kids' menu marked by kid-sized versions of the menu items.
  • Some restaurant locations are open 24 hours on weekends. Therefore, Qdoba Mexican Eats' customers can buy their favorite menu items anytime.
  • Qdoba Mexican Eats also treats its employees very well, which encourages them to do their best at work. It provides them with extensive health benefit programs, financial wellness programs such as 401K and life insurance, and performance-based incentives. The company believes that its employees are a vital ingredient to its success.

3. Weaknesses

  • Qdoba Mexican Eats is yet to fully venture out internationally with the only international market being done in Canada. To match the ambitions of its competitors, such as Chipotle, it needs to focus more on international expansion.

4. Revenue

5. Countries/Cities/State

  • Qdoba Mexican Eats operates in the United States and Canada. In the United States, it operates in 48 states. In Canada, it has 9 locations; 4 in Manitoba and 5 in Ontario.




Part
08
of eight
Part
08

Fuzzy's Taco Shop Competitors, Pt 5

Chronic Taco and California Tortilla are two Mexican style restaurants that have put their own distinct stamp on the traditional Mexican dishes and developed a taste that is unique to each of their respective restaurants. This is the basis of the competitive advantage they have established over other competitors in the market.

Chronic Tacos Mexican Grill

Competitive Advantage

  • Chronic Taco recognized there was a gap in the market, with consumers looking for something more than traditional Mexican food. They created a taste and atmosphere that was exactly what consumers were looking for. It became an almost instant success.
  • The menu at Chronic Taco has been described as having a unique vibe. It provides a twist on authentic Mexican food by drawing inspiration from the taquerias on the streets of Southern California. Most of the dishes are only available at Chronic Taco.
  • Dishes are customized to each guest's distinctive tastes.
  • A style of customer service that combines a uniquely Southern California vibe and a distinctive culture, with an irresistible edge, creates an atmosphere that is only found at Chronic Taco.

Strengths

  • A range of gluten-free and vegetarian options are available.
  • The menu is constantly evolving to meet consumer tastes. They have added a grass fed beef option and the new 100% plant based protein into their menu this year.
  • A rewards program that allows consumers to collect points that they can exchange for menu items is accessible through a mobile phone app. This encourages loyalty and promotes customer retention.
  • Chronic Taco has a clear expansion plan with restaurants in another 3 states already in the pipeline.
  • The company prides itself on providing high quality food with lower than average wait times.

Weaknesses

  • While a detailed menu is available online it does not contain any pricing information, which is an important factor when a consumer is determining value.
  • Although online ordering is an option on the website of Chronic Taco, the service has been disabled in respect to most of their restaurants.

Revenue

  • Chronic Tacos had an annual revenue of $20 million in 2018.

Location

  • Chronic Taco is available at 54 locations across 12 US States. They have 5 Canadian locations and 3 Japanese locations. Restaurants are due to open in a further 3 states and another Canadian location in the imminent future.
  • The foundation restaurant is located at Newport Beach, California.

California Tortilla

Competitive Advantage

  • California Tortilla claims the key to their competitive advantage in the market is their focus on the one thing most other fast casuals ignore constantly — quality.
  • There is a saying at California Tortilla, "If it's not made from scratch, scratch it." They make each of the dishes on their menu from scratch every day. They also follow the "make it daily or not at all" school of thinking. These two simple sayings are key to their menu. They are fundamental in creating a competitive advantage, as many of their competitors do not follow these practices. It ensures Califonia Tortilla's food always has that fresh taste.
  • The "Mexican Reimaged" menu turns a quick bite into "I want to come back for more," It is a fusion of traditional Mexican dishes with bold flavors from around that world, that combine to create a taste only found at California Tortilla.
  • They are relentless in their commitment to ensuring that only the finest ingredients are used in their food. To California Tortilla, it is this that sets them apart from all other competitors.

Strengths

  • An online ordering option is available on their website for customer convenience.
  • California Tortilla operates on the basis that the only things that matter is how your food is made, where it comes from, the freshness and quality of the ingredients, and imagination, This is the foundation they used when creating their menu.
  • Their commitment to fresh food is so ingrained that they refuse to allow freezers onsite at their restaurants.
  • The Wall of Flame is a concept that is unique to California Tortilla. 75 sauces that range from mild to eyeball watering and tongue melting are available to flavor the customers' meals. All the sauces are available for purchase to take home. The range and heat of the sauces have generated talk and patronage, as customers find out how hot is too hot. Some customers have gone to California Tortilla just to try the sauces.

Weaknesses

  • Due to the location of the current owners, expansion is limited to the east coast of the US at the current time.
  • Their current marketing strategy has been described by industry experts as weak due to the small advertising budget. Compared to other franchise restaurants in the same market sector, California Tortilla has a relatively small number of outlets. When combined with the weak current marketing strategy, there is potential for the resulting below average brand recognition, to threaten the company's success.
  • Recent reports that they have followed competitors, in the fast-casual restaurant market, and plan to move to an assembly line model of food preparation has the potential to impact their foundation beliefs around quality and freshness, which have been the key to their success to date.

Revenue

  • There is no available revenue information for California Tortilla.

Location

  • California Tortilla is available in 37 locations across 7 US States. Interestingly there are no California Tortilla restaurants in California. A restaurant is due to open in Wichita soon.

Research Strategy

We initially searched the precompiled information on the companies' websites to determine their respective competitive advantage, strengths, and weaknesses. A significant amount of information was available. The company websites also provided information around their current business strategies. No financial information was available on company websites.

Next, we considered a range of industry publications, media articles, and financial reports which often contain revenue information. There was an article that reported California Tortilla was earning around $1 million per franchise annually, but it was an estimate. There was no credible source to support the figure.

We then attempted to locate the annual reports of the companies, as revenue is typically recorded there. Both California Tortilla and Chronic Taco are private companies. They are under no obligation to disclose these records publicly. Neither company has disclosed its annual report.

Finally, we considered a range of financial databases, such as Crunchbase and Zoominfo. An estimated annual revenue was available for Chronic Taco. Unfortunately, there was no similar estimate for California Tortilla.
Sources
Sources

From Part 05