QSR March 2023

N E X TG EN CASUA L

25 percent within two weeks. bartaco also polled about 50,000 customers last year to get a pulse on how they liked the ser vice style pivot and found 86 percent preferred their format compared to casual full service— which shocked Lawton, he admits. “There’s still a big place for a full-service, white tablecloth experience where the phone gets put away,” Lawton notes. “I think there’s always a place for that. But I do think there is this sort of interesting area that’s between quick service and full service that exists for the right brands and the right clientele, which is getting bigger and bigger, where they can have an elevated, experi ential meal that also leverages digital in order to keep it affordable.” Chris Artinian, CEO of 40-unit Condado Tacos, agrees with Lawton’s assessment. As another taco- and margarita-centric concept, Columbus, Ohio-based Condado Tacos learned to carefully thread the needle between creating a high-quality destination spot and marrying that with conve nience. “It’s such a new way to think about dining, being a full-service restaurant that can create an excellent dining experience, but also a fast to-go experience with high speed and accuracy,” Art inian says. “Not everyone has been able to create that and meet the needs of guests on both fronts. We’re seeing more brands trying to break through that opportunity, and it’s easier said than done.” Boasting a 37 percent mix of spirits and bev erages within in-house dining, Condado leans heavily onmarketing itself as a go-to social destina tion to meet friends and grab drinks on Thursday, Friday, and Saturday nights. Graffiti art made by local community members covers the walls of the light-hearted restaurant, while upbeat music (and plenty of f lowing booze) create a fun atmosphere. “Given our price point and with all the things going on with the economy, we’re still really approachable. We say we’re the best time you can have for under $20,” Artinian says. “Most fast-casual locations don’t have a vibrant bever age scene.” Every quarter, the restaurant launches a new featured beverage, taco, and dip to keep the expe rience fresh for customers, who can choose from a myriad of order and pickup options. Growing exponentially year-over-year, off-premises orders currently mix about 30 to 35 percent of Condado Tacos’ overall business, Artinian says. “Leveraging the use of various different tech

nologies available and implementing them quickly, we were able to create an excellent option for guests to choose us in an alternative way than dining in, but also for a quick lunch or dinner on the way to the soccer field,” he says. Yet, Artinian also highlights the importance of hospitality and friendly interactions with guests as a key defining factor of being a NextGen Casual restaurant. At Condado Tacos, that culture is driven by celebrating staff members’ individu ality by not requiring them to wear uniforms. “It allows folks to be themselves,” Artinian notes. “We’re in hospitality; it’s supposed to be fun, and teams really appreciate that part, come as you are. It translates to our guests and helps in attracting better talent and great people in turn.” As new technology emerges and consumers continue craving more convenience, restaura teurs of the future will continue evolving to meet the next generation’s speedy expectations, yet also deliver noteworthy experiences. 

 CONDADO TACOS PRIDES ITSELF ON

BEING ABLE TO SERVE GUESTS QUICKLY, OR OFFER THEM A LONG VISIT IF THAT’S WHAT THEY SHOWED UP FOR.

CALLIE EVERGREEN IS THE EDITOR OF FSR. SHE CAN BE REACHED AT CEVERGREEN@WTWHMEDIA.COM.

CONDADO TACOS (4)

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INDUSTRY-WIDE ISSUE

MARCH 2023