Plans are on the menu at Taco Bueno. Palladium Equity Partners, parent of Taco Bueno, recently welcomed John Miller as Taco Bueno's new chief executive officer. Miller returns to Taco Bueno after previously serving as vice president of operations in 1987.
Miller began his career in food service with Taco Bueno and returns with added experience and enthusiasm. Serving as president of Brinker International's Romano's Macaroni Grill, he established the global franchise development of the Chili's Grill & Bar concept and integrated the On the Border restaurant principles under the Brinker International umbrella. Miller managed the growth of Roman's Macaroni Grill from 99 restaurants to more than 220 in four countries. In his new role with Taco Bueno, Miller has begun similar expansion plans.
Taco Bueno patrons have long enjoyed fresh, authentic tastes and convenient service. Founded in 1967 and based in Dallas, Taco Bueno currently has 143 restaurants in three states — serving Abilene and Dallas/Fort Worth, Texas, along with Oklahoma City and Tulsa, Okla., as primary markets. Additional restaurants are located in several other Texas cities and Wichita, Kan. Initially, expansion efforts are focused in areas near the current core market: southern Texas, Arkansas, New Mexico and Kansas.
In a recent interview, Miller explained, "Taco Bueno is a brand that has been in northern Texas and Oklahoma for 38 years. It is popular and has been a great success by all quick-service restaurant standards."
According to Miller, many people have moved away from the areas serviced by Taco Bueno's delicious offerings and want the restaurant to come to their new hometowns. Aware of the demand for areas beyond the core markets, Taco Bueno has initiated efforts to franchise.
High expectations
Miller has high anticipations for Taco Bueno and expects to double the restaurant count over the next five years. For beginners, he plans to open 15 company restaurants and eight to 10 franchised restaurants in the next year, with 20 company stores the following year, and an additional 25 company restaurants each year thereafter. It appears that Miller is well on his way to achieving this goal. He recently completed his third multi-unit franchise agreement, expanding 11 new Taco Bueno locations in Topeka, Kan., and Lincoln, Neb. The new multi-unit franchise agreements will bring 26 locations to Taco Bueno.
Miller is excited about the results so far and said, "There are 36 additional restaurants currently under negotiation." With his aggressive expansion plan, he is only working with franchisees interested in area development or multi-unit agreements instead of single-unit franchises. Taco Bueno is a fast-casual food concept with fast-food pricing and is on the franchising fast track.
Taco Bueno's reputation has been established as a market leader in the Mexican QSR segment. Distinguished by its high quality and freshness of food, speed and convenience of service, customer satisfaction and consumer value, it is easy to see why franchisees are eager to join the Taco Bueno family. Taco Bueno's reputation stems from the chain's ability to remain proactive when responding to quick-serve restaurant trends.
Miller believes that there are a lot of trends emerging in today's QSR industry, including afternoon snack time, indulgent menu items, entrée salads, healthier family options, and complete meal packages that provide more combinations. "Taco Bueno is proactive in all areas and therefore enjoys a competitive advantage," Miller said.
Other enticing factors have led to Taco Bueno's leadership role in the industry. The largest advantage is that the meat and salsa are prepared daily from scratch, thereby cultivating a consumer awareness of healthiness and freshness. A made-fresh-daily salsa bar offers multiple salsa options and is one of the main reasons Taco Bueno is popular among consumers.
The future
When asked what improvements are ahead for Taco Bueno, Miller confirmed that developments to Taco Bueno's technology and operations are underway and said to stay tuned for more information. Such innovations can only mean added attraction for franchisees to enter agreements with Taco Bueno.
Miller is looking to the future and working with a strong management team to develop and evolve Taco Bueno's plan in order to keep the chain's margins in step with its consumers. Miller said, "Taco Bueno expects to continually develop new product offerings through next year in order to stay in touch with consumer trends."
He knows that competition is fierce, and is striving to "ensure Taco Bueno maintains its leadership role in the industry."
With the widespread popularity and mouth-watering choices of Hispanic flavors and cuisine, it is evident that Taco Bueno is on target for building its rich heritage and expanding in both current and new markets. Be on the lookout for a savory Taco Bueno in your area. Bring your appetite for a delectable treat that is sure to please your taste buds and appease your wallet.
