How Torchy’s Tacos Uses Guest Feedback to Drive Hospitality & Growth [ft. Director of Brand Marketing at Torchy’s Tacos, Brandon Rathert]

How Torchy’s Tacos Uses Guest Feedback to Drive Hospitality & Growth
Episode 9 | 04/03/25

Episode Overview
How does Torchy’s Tacos balance its bold, unconventional brand with exceptional hospitality? In this episode of Lessons from the Field, they will share how guest sentiment data shapes service strategy, operational decisions, and brand growth.

Key Takeaways:

     [Insight #1]   – Authenticity Is Core to Brand Identity

•  Torchy’s brand edginess and appeal are rooted in the Team members chosen to represent their brand. Building a team with genuine care for others, and this honesty is reflected in the guest experience. 

     [Insight #2]   – Guest Feedback Is Treated as a Relationship, Not Just a Review

•   Torchy’s philosophy is that if a guest reaches out, they owe them a response—no exceptions. Whether it's praise or a complaint, every piece of feedback is acknowledged and responded to. 

     [Insight #3]   – Operationalizing Feedback = Root Cause Discovery

•  By reviewing guest reviews, the customer journey, and the UI layout, they discover actionable items to improve guest satisfaction immediately. 

     [Insight #4]   – Empowered Teams + HQ Support = Unified Success

•  Managing partners (GMs) have full access to guest data and are empowered to act, while the guest relations team offers backup and handles direct communications

     [Insight #5]   – Care and Commitment Over Scores 

• One of the most powerful messages: "Do you really care?" If not, you're in the wrong role. If yes, then act like it. Torchy’s doesn’t chase metrics—they chase behavior change. While metrics like star ratings matter, it’s the open-ended guest feedback that drives the real insights and actions. 

Mentioned in the Episode:

• Workforce Intelligence
• GuestXM