Since joining the team earlier this year, Daniel Smith has been revamping corporate strategy to support operators, enhance franchise communication, and refine Rusty Taco’s business model.
In 2022, Inspire Brands sold Rusty Taco to Gala Capital Partners after four years of ownership. Since the acquisition, Gala has taken a proactive approach to development, bringing key operations in-house and hiring a director of franchise development and sales to bolster franchisee support, according to Franchise Times. This shift has set the stage for Rusty Taco to focus on sustainable expansion, with a targeted emphasis on restaurant marketing, franchisee engagement, and regional growth.
Daniel Smith joined the company as president in May, bringing with him more than four decades of restaurant experience. Before Rusty Taco, Smith served six years as COO at Hopdoddy Burger Bar and spent 26 years at Claim Jumper Restaurants. He has also held roles at Ruby’s Diner and Sammy’s Woodfired Pizza and has experience as a former Pieology franchisee. His extensive background makes him well-suited to lead Rusty Taco as it continues to evolve.
Under Smith’s leadership, Rusty Taco, which now operates over 30 locations, is expanding in key markets, including Texas, Oklahoma, Arizona, and Florida. Alongside franchise development, the company also plans to open additional corporate-owned locations. Smith’s vision for the brand includes a focus on elevating its image through refreshed restaurant marketing, a bolder brand identity, and improved communication with franchisees.
Interview with Restaurant Dive:
In a recent interview with Restaurant Dive, Smith discussed the challenges Rusty Taco faces and the company’s strategies to address them. Like many in the restaurant industry, Rusty Taco is navigating inflation, commodity costs, and election-year uncertainty. Despite these external factors, Smith has identified the chain’s internal transformation as the priority, with an emphasis on building a cohesive and innovative brand.
The transformation plan includes:
- Repositioning marketing efforts to shape brand perception effectively
- Adopting a bolder brand voice and visual identity to strengthen market presence
- Deepening partnerships with franchisees by valuing and incorporating their insights
- Assembling a corporate team aligned with Rusty Taco’s refreshed vision
- Conducting a thorough review of the menu to enhance flavors, ingredients, and overall appeal to customers
By addressing these areas, Smith is positioning Rusty Taco to establish a stronghold in the competitive fast-casual taco market, setting the foundation for long-term success.
Lessons in Leadership:
Reflecting on his extensive career, Smith shared his core leadership philosophy: “People drive process, and process drives results.” This approach has shaped his management style, emphasizing the importance of building a high-performing team. Smith believes that surrounding himself with talented individuals who not only understand success but expect it is critical to achieving sustained growth. By fostering a winning, achievement-oriented culture, Smith envisions Rusty Taco as a brand that stands out through consistency, quality, and innovation.
With a focus on comprehensive restaurant marketing strategies and a commitment to sustainable development, Smith is leading Rusty Taco on a path to redefine its place in the fast-casual landscape. Through an emphasis on franchisee support, internal growth, and targeted brand initiatives, Rusty Taco is poised to make a lasting impact in the industry.