Technology
Taco John’s using data-driven analytics to guide menu, marketing strategies
December 1, 2025
Taco John's has entered a partnership with customer data platform Bikky to shift its corporate strategy from intuition-based decision-making to data-driven analytics.
The Cheyenne, Wyoming-based Mexican chain, which operates nearly 350 locations, aims to use the platform to unify guest data and align corporate leadership with its extensive network of franchisees.
"We have franchisees that have been with us for 50 years and they know the brand extremely well," Kevin Flaherty, chief marketing officer at Taco John's," said in a company press release. "But as times change, we have to evolve alongside our guests."
The partnership is designed to create a "single source of truth" regarding customer behavior. According to Flaherty, the primary goal is to remove emotion from internal debates regarding menu changes and marketing strategies.
Initial analytics have already altered the brand's course. Data from the platform revealed that individual restaurants were serving a higher volume of new guests than operators realized, prompting a shift in the chain's customer acquisition strategy.
Furthermore, specific menu decisions have been reversed based on the new insights. When the brand considered removing a limited-time fish taco offer, analytics indicated the item was a strong driver for new customers. Consequently, the promotion was extended.
"We're trying to reinvent our menu from a quality equation," Flaherty said. "Now we have visibility into which items don't bring guests back and which do."
Bikky, a New York-based platform built for multi-unit restaurants, aggregates data from point-of-sale systems, loyalty programs, and other sources to track guest frequency and retention. T
Abhinav Kapur, CEO of Bikky, said the partnership represents a modernization of a heritage brand.
"What sets them apart is their proactive approach to evolution, using data not to replace that expertise but to enhance it," he said in the release.
Founded in 1969, Taco John's operates in 22 states and is best known for its Potato Olés and Taco Bravo.
