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.
- 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.
- 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.
- 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.
- 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.
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.