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Home Marketing Clay Dover of Velvet Taco on Building Brand Loyalty with LTOs

Clay Dover of Velvet Taco on Building Brand Loyalty with LTOs

Takeaways from this episode:

W.T.F (Weekly Taco Feature) — Part of Velvet Taco’s “Innovative Promise” is that they are going to constantly strive new issues. The greatest show of that for Clay Dover and firm is the implementation of a brand new taco taste each week.

Think Down the Road — Like a lot of the restaurant business, the pandemic induced Clay Dover and Velvet Taco to vary. However, they have been ready attributable to their penchant for contemplating what may very well be on the horizon.

Empower the People — The client of at this time deserves to have their voice heard. Clay Dover not solely understands that, however encourages restaurant guests to tweet or discuss their expertise in actual time.

***

Typically you don’t need your prospects saying “WTF”.

But issues are totally different at Velvet Taco, the place the W.T.F. — or Weekly Taco Feature — attracts in meals followers 52 weeks a yr.

Thanks to their one-of-a-kind, chef-inspired strategy to tacos — and the appointment of Clay Dover to CEO in 2019 — the corporate has exploded from only a few places to dozens.

When it involves innovation, Velvet Taco rivals none. That innovation is most prevalent with Velvet Taco’s WTF menu. WTF is the attention-grabbing title for the corporate’s “Weekly Taco Feature,” the place a brand new thrilling taco creation turns into obtainable each week.

“That’s part of our DNA,” says Clay Dover about Velvet Taco’s strategy to vary on the Restaurant Influencers podcast hosted by Shawn Walchef of CaliBBQ Media. “Part of the innovation promise is that we’ll always try different things.”

Those “different things” embody themed tacos, similar to a Bangers and Mash taco for St. Patrick’s Day or a peanut butter and fried banana taco as a nod to Elvis Presley’s favourite meals. Customers come to Velvet Taco anticipating a novel culinary expertise, and that’s what they obtain each time. It is not troublesome to see how the model was named Nation’s Restaurant News “Hot Concept” Winner” in 2016.

Adding Clay Dover to the fold has taken Velvet Taco to the subsequent degree. He got here to the corporate as a extremely touted advertising government having performed a key position in increasing Raising Cane’s Chicken Fingers franchise from 60 to 220 shops throughout his tenure earlier than serving because the Chief Marketing Executive for Pei Wei Asian Diner previous to his transfer to Velvet Taco. He was additionally named Dallas CMO of the yr by the American Marketing Association and a Top 100 Chief Marketing Officer in 2016 by Richtopia.

Even with such a formidable observe file, one have a look at the CEO’s Linkedin profile will converse volumes of his angle of service. Job titles like “President and Chief Marketing Officer, Fry Cook, and Cashier” is proof that he is not above the work.

“My official title is CEO, President and Taco Maker,” says Dover of his Velvet Taco job titles. “It says that on my card, my signatures. I went through the whole training. I spent time in the restaurants and learned everything from top to bottom.”

The eclectic menu and Velvet Taco teamed with the progressive imaginative and prescient and profitable observe file of Clay Dover is the proper illustration of Velvet Taco’s firm saying: “anything goes meets the art of the possible.”

***

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