Torchy’s Tacos is a privately owned Texas-based taco chain known for its unique menu, gritty attitude, and loyal fanbase of "Taco Junkies." With rapid expansion underway and a potential sale on the horizon, Torchy’s leadership brought us in to crystallize the brand strategy, voice, and positioning for the future.

Our task was to preserve the authentic, rebellious spirit of the brand while creating a clear framework that could scale across new markets unfamiliar with the Torchy’s experience. Through research, workshops, and category analysis, we developed a brand and category strategy that defined Torchy’s as the leader of a new space: Craft Casual. This positioning differentiated Torchy’s from both fast casual chains and traditional sit-down restaurants by emphasizing hand-crafted food, a creative and energetic environment, and emotional connection over rational transaction.

We brought the brand motto "Damn Good" to life in every touchpoint, helping Torchy’s stay true to its roots while preparing it for national growth.