Fast Casual Nation

How Velvet Taco avoids 'Starbucks-style' drift

Chris Schultz, CEO of Velvet Taco, joins Paul Barron and Cherryh Cansler on Fast Casual Nation to break down the operational blueprint behind one of the restaurant industry's most beloved cult brands.

March 4, 2026

Chris Schultz, CEO of Velvet Taco, joins Paul Barron and Cherryh Cansler on Fast Casual Nation to break down the operational blueprint behind one of the restaurant industry's most beloved cult brands. From the legendary Weekly Taco Feature (WTF) — a chef-driven rotating menu item that has launched every single week for nearly 15 years — to the in-house rotisserie Back Door Chicken sold every Monday for $20, Schultz reveals how operational discipline, supply chain rigor and an unwavering commitment to clarity are what actually fuel creativity and brand loyalty at scale.

He also shares his take on technology's rightful place in hospitality, what Starbucks can teach every operator about the dangers of losing focus, and where Velvet Taco is headed next.

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