Torchy’s Tacos on Operationalizing Guest Feedback
In the latest episode of Lessons from the Field, we sat down with Brandon Rathert, Director of Brand Marketing at Torchy’s Tacos.
We dove into what it really means to listen to guests—and how to turn feedback into frontline change.
Authenticity Isn’t a Vibe– It’s an Operating Principle
Torchy’s is known for being bold, fun, and unapologetically edgy. But that personality isn’t manufactured—it’s baked into the culture.
“The edginess of the brand comes from the authenticity of our people,” said Torchy’s guest relations leader. “We only hire people who genuinely care about others. You can’t fake that.”
That mindset drives everything from the language used on menus to the way the brand recovers from mistakes. Guest experience isn’t just a marketing priority—it’s embedded in the DNA of operations.
Every Guest Deserves a Response
If a guest takes the time to reach out, you owe them a reply. That was a major principle Rathert emphasized.
Torchy’s Tacos replies to every single review across platforms, whether it’s a glowing five-star or a tough piece of criticism. But it doesn’t stop at replying—they act.
Using BBI’s GuestXM, Torchy’s consolidates reviews from Google, Yelp, social media, surveys, and their own contact forms into one centralized dashboard. This not only enables faster response times but also allows for meaningful analysis.
This enables the Torchy’s team to make a large impact when operationalizing guest feedback.
Small Fixes, Big Wins
For Torchy’s Tacos, operationalizing guest feedback improved the business. By following the guest journey, the Torchy’s team isolated issues from guest feedback and turned them into a solution.
“We’re not perfect every time,” Brandon admits. “But small tweaks made a world of difference.”
Feedback That Fuels Brand Loyalty
Beyond operations, Torchy’s sees guest feedback as a direct line to brand love. They shared stories of lifelong fans introducing their kids to the restaurant, or of neighborhood shoutouts turning into community moments.
Even April Fools’ menu jokes sparked real conversation—and real product demand.