The Risk of Changing a Nearly 75-Year-Old Restaurant Brand. Convo w/ Alfredo Miro

How do you update a restaurant brand without losing the customers who have loved it for decades?

Alfredo Miro, chief operating officer of Baker’s Drive-Thru, joins James Tice to discuss that challenge as the 38-location Southern California chain prepares to grow. Baker’s wants to reach new customers and expand into markets where former California residents already know the brand, but even small changes at home can upset longtime regulars.

Miro shares what happened when Baker’s changed the tomatoes on one of its tacos to reduce waste, why the company uses test stores and focus groups before making decisions, and how it looks for savings without simply raising menu prices. He and Tice also discuss where technology can help restaurants and why experienced operators still need to make the call.



Alfredo Miro LinkedIn: https://www.linkedin.com/in/alfredo-miro/

Baker’s Drive Thru: https://www.bakersdrivethru.com/