Evan Pardue, the newly appointed Senior Director of Marketing and Brand for Condado Tacos, joined the podcast to share insights on the evolving landscape of customer experience in the restaurant industry. In a conversation filled with practical wisdom and personal anecdotes, Evan shed light on how he approaches the dual challenge of scaling a brand while maintaining a meaningful connection with guests.
At Condado, Evan emphasizes that customer experience (CX) is not just a platform but a fundamental mindset. With the brand doubling in size across 53 locations in 10 states, they faced growing pains that revealed fragmentation in their customer interactions.
“Customer experience was…not just CX as a platform. It’s actually CX as a mindset.”
To address this, they undertook a brand refresh process that helped clarify their identity, allowing them to focus on listening more closely to their guests. Evan explained that they had various feedback channels, but it was critical to unify these under a clear vision for customer experience aligned with their core values.
Evan highlighted the significance of preparation before launching their new CX platform. He collaborated with operators and frontline team members to understand their interactions with guests and the pain points they faced. This groundwork made the subsequent RFP process smoother and ensured that the solutions they sought truly matched their needs.
“Prep work is key. I’m an Eagle Scout, so be prepared.”
By establishing a clear set of values and expectations, they could effectively communicate what they were looking for in a technology solution, resulting in a successful launch within 90 days.
During the rollout, Evan experienced significant “aha moments,” particularly during office hours where operators could share real-time challenges. This open communication led to the identification of blind spots, such as consistently missing chips in orders—a detail that could make or break a dining experience.
“It’s not emotional; it’s in the data. Our guests are saying you’re missing chips.”
These insights underscored the importance of using data to drive improvements and maintain accountability across the team.
Evan also discussed the nuances of customer feedback across different service channels. He noted that expectations for customer satisfaction (CSAT) should differ between dine-in, pickup, and delivery experiences. Understanding the context behind ratings helps to avoid bias in data interpretation.
“If you go into it not acknowledging that, it could set you up for a bias on the data.”
Ultimately, Evan reminded us that the hospitality industry is about more than just food; it’s about creating memorable experiences. He shared that they often hear from guests about significant moments in their lives tied to their visits to Condado, reinforcing the brand’s role in those personal narratives.
“We’re part of people’s lives, whether that’s a breakup or a first date.”
This perspective emphasizes the need for sincere engagement with customer feedback, treating it as an opportunity to enhance relationships rather than merely a response to complaints.
Evan’s journey reflects a commitment to continuous improvement and a deep understanding of the customer experience landscape. As he navigates this new role, his focus on core values and genuine connections with guests will undoubtedly shape the future of Condado Tacos.
For the full conversation, watch or listen to the complete episode of the Franchise Whispering podcast.
