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Tacos 4 Life co-founder on the permanent effects of COVID-19

Austin Samuelson reveals how the pandemic has forever changed his operations strategy.

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April 20, 2020 by Cherryh Cansler — Editor, FastCasual.com

COVID-19 has caused restaurants of all sizes to focus on to-go models, and Tacos 4 Life is no exception. The 16-unit chain, based in Arkansas, is surviving because of its nimbleness, and Co-Founder Austin Samuelson doesn't expect to reverse his carryout focus when the pandemic is in the rearview mirror.

"We were able to pull our family pack menu options together within seven days, and they are already a huge hit among our guests," he said during an interview with FastCasual. "We will continue to develop this menu item even after COVID. Another positive that has come out of this is the rapid growth of our digital channel ordering."

It's up from 3% to 25%.

Tacos 4 Life Co-founder Austin Samuelson

"The entire restaurant industry had already shifted to a focus on off-premise options prior to COVID, and this only accelerated where we are headed as an industry," Samuelson said. "Even when dine-in does open back up, I think guests will continue to want quality food conveniently in the comfort of their own home." 

That's not the only permanent mark the pandemic is leaving on the restaurant industry, according to Samuelson, who said he was already seeing a need for additional guest education.

"Our customers want to know more about the safety precautions we take, how we prepare the food, etc," he said. "Customers cared about these things before COVID, but now it is even more of a priority. Transparent communication is the most critical piece of the brand-customer relationship. These are things that were a priority before COVID, but there is more attention being paid to this now more than ever. We don't see this changing."

Marketing is another area forever changed by the pandemic. Tacos 4 Life, for example, has stripped most of the non-essential messaging and is focusing on communicating its core mission, values and services to consumers.

"Showing our guests gratitude and thanking them for the simple things has always been a priority for our brand since we are mission-based, but I think you will continue to see more brands increase this kind of awareness once we are past the pandemic," he said.

Although Tacos 4 Life has closed only one location — it didn't have a drive-thru, and the primary demographic is made up of local college students and faculty — the rest will remain open despite a major drop in sales. 

"Our numbers are down significantly, and our goal is to be above the industry average week to week," said Samuelson, who declined to reveal the chain's specific numbers. Black Box Intelligence reported last week that the fast casual sector is down 51%.

And while Samuelson had to furlough some workers at each restaurant, as well as at the corporate level, the remainder of the team has not taken a pay cut.

"We have already been able to bring several furloughed team members back because sales are slightly up," he said. "We have a remarkable community of employees — the majority of our younger staff members voluntarily offered to put a hold on their hours in order to protect the team members who depend on their hours to make a living."

Tacos 4 Life, like so many other small businesses, applied for the federal government's Paycheck Protection Program. Luckily, the chain received funding before it dried up.

"From where we are sitting, the package will be very beneficial and is the bridge we needed to make it to the other side of this," Samuelson said. "Without it, the conversation would be different."

His only frustration has been the confusion and lack of clarity.

"Every business seems to have a slightly different interpretation of it," Samuelson said. 

A plan for moving forward

Although Tacos 4 Life is awaiting the government's reopening plan before it welcomes guests back its dining rooms, Samuelson and his team are discussing how the experience will look.

"We will follow the CDC and government recommendations very closely, and we will take extra precautions to ensure our team members and guests are comfortable and safe," he said.

Read more COVID-19 coverage here.

About Cherryh Cansler

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Cherryh Cansler is VP of Events for Networld Media Group and publisher of FastCasual.com. She has been covering the restaurant industry since 2012. Her byline has appeared in Forbes, The Kansas City Star and American Fitness magazine, among many others.

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