86 Reason Ep. 3 | Wade Allen of Costa Vida: Why Operational Excellence Trumps Marketing

A hospitality veteran since age 14 (starting as an assistant dishwasher) and former digital transformation leader at Brinker International, Wade shares his powerful pivot from a marketing-first mindset to an unwavering focus on the core "fire" of the brand—its operations and standards. His philosophy? "Marketing is the fuel that will help that fire grow. But if the fire itself isn't lit and strong, no amount of marketing will sustain this brand going forward."In this episode, Wade gets brutally honest about the challenges of scaling a fresh, Baja-style concept across competitive markets while maintaining consistency across franchised and company-owned locations. His solution isn't glamorous; it's relentless: weekly store visits, hands-on quality control, food tastings, and cultivating genuine partnerships with franchisees through active listening.Essential for: Multi-unit operators, franchise leaders, restaurant CFOs, and anyone committed to building brands that last through operational discipline and authentic quality standards.