Editor’s note: This is the next in an occasional series highlighting recently hired C-suite executives, who have been on the job at least 90 days.
Heather Neary has come a long way in the restaurant industry from her start as a bartender. She initially joined Auntie Anne’s as marketing manager and ascended to president after more than a decade at the company. After a stint at KPB Brands’ Taco Bell arm, she joined Taco John’s earlier this year as president and CEO.
Neary joined the brand during a time of growth. The chain has opened at least 37 restaurants since the pandemic and entered new markets like Nashville, Boston, Cincinnati and Grand Rapids, Michigan, bringing the chain to roughly 400 units. Neary has been busy meeting with franchisees and visiting restaurants to understand the challenges they face and to develop a set of priorities for the brand.
The chain is leaning heavily on technology, partnering with Flybuy in May to offer location-based ordering in which orders are sent to the kitchen when a customer is nearby so food is ready as soon as the customer arrives. Taco John’s is also testing drive-thru AI with Presto and plans to eventually expand the technology to franchised units following the pilot.
Restaurant Dive spoke with Neary about the ongoing challenges the QSR chain faces, opportunities she sees and how her past experience informs her position at Taco John’s.
Editor’s note: This interview has been edited for clarity and brevity.
RESTAURANT DIVE: What are the biggest challenges Taco John’s faces this year? And what are your strategies to overcome them?
Heather Neary: Taco John’s is much like other QSR concepts out there. We’re dealing with inflationary pressures in our business, as well as consumers who have been negatively impacted by our economy and inflation. We’re working on finding small wins in our business — anywhere we can help our franchisees save some money in the middle of the P&L while driving traffic to our restaurants through compelling limited-time offers like our recent Tostadas promotion that was a huge hit. Making sure we have different menu items that appeal to a wide range of guests is important to us, including our wide-value menu. We’re currently featuring some really exciting meal deals in our app — rewarding our loyal guests with our tasty tacos at a great price point.
What lessons have you learned from previous roles that you brought into your current position?
This business is all about people. Whether you’re selling tacos or pretzels, relationships matter. Trust matters. I think the biggest part of my past experience that I’ve brought to Taco John’s is my focus on understanding the needs of our franchisees and spending time with them in their restaurants, getting to know the obstacles they face and learning what works for them and how we can best work together.
Communication and transparency are critical — I am spending time in restaurants and on the phone and learning so much about the rich history of Taco John’s and our incredible franchisees, many of whom have grown up in the business. No one person has all the answers. And together, I believe we can deliver for our guests.
What excites you about your company’s trajectory for the next three years?
We have the best people here — our franchisees, our restaurant employees, our corporate support center staff — truly top-notch. These folks want to do the right thing. We will win by working together to honor the deep legacy of Taco John’s while simultaneously positioning us for future growth and relevance with a whole new generation. We’re proud of our Midwest/West heritage and we can’t wait to share our special seasonings and sauces with the rest of the country.
What trends concern you that people aren’t talking about?
Pressure on the small business person. Taxes, regulations, bureaucracy that happens at a state and federal level that dramatically impact the financial situation of the small business owner — which is our entire business portfolio. Thinking through these issues before they become law is important. It’s critical for our elected officials to thoroughly understand the dynamics and impacts of their decisions on those folks who employ so many people in small-town America.
I am on the board of directors for the National Restaurant Association and am passionate about advocating for our restaurants — the second largest private sector employer in the U.S.
What do you think gives Taco John's a competitive advantage as it grows given the regional and national competition?
We have amazing hospitality for one. Secondarily, our tacos are seasoned with a proprietary blend of seasonings and cooked fresh in our stores daily. We are a great brand deeply rooted in small towns across the Midwest and we want to keep that piece of our brand alive and well as we continue to grow. We are rooted, invested, and committed in our communities and that is something we take pride in and never want to change.
Given Taco John's recent rollout of drive-thru AI, how are you thinking about technology at the chain going forward?
The technology conversation is an ever-evolving one. We want to make sure we’re rolling out the best and the right tech stack for our franchisees to help them do their jobs better and to make sure our guests’ needs are met in a way that exceeds their expectations.
We want tech to be an aid to running their business, not a frustration or an issue. We are working collaboratively with our franchisees to determine where our immediate needs are, along with our longer term needs as a brand so we can plan accordingly.
