TokyoTaco is out to redefine the fast-casual dining scene in Sydney through a vibrant fusion of Japanese and Mexican cuisines. With a combined 13 years of experience in five-star hotels and fine-dining establishments, TokyoTaco founders Jordan Hajek and Andrew Collis began with a simple yet bold vision: to disrupt the status quo of the fast-casual restaurant industry and “basically reinvent what people perceive as fast food,” said Hajek.
“We’ve taken two relatable cuisines and created something unique in the middle,” Hajek explains. While the fusion of Japanese and Mexican flavours has certainly resonated with diners, TokyoTaco’s dedication to the customer experience in a fast-casual dining setting is what has set it apart.
Building a community of loyal, repeat customers
Since opening nearly two years ago, TokyoTaco has cultivated a strong customer base. Located in Sydney’s Newtown, an area where Hajek says residents are eager to try new things, the unique take on fast-casual Mexican and Japanese cuisine has worked. “We’ve been very lucky to create a very strong local following,” Hajek said.
Unlike some startup restaurants, TokyoTaco has relied on organic growth without a substantial marketing budget. Its approach is simple: deliver an exceptional dining experience and let the customers do the talking. “Our brand has always been heavily reliant on positive word-of-mouth and positive experience,” said Hajek. “You really need to concentrate on building that local customer base and really honing down and understanding who they are, what they want, where they come from, and how we really get to meet those people and really build connections with those people.”
For TokyoTaco, much of its local customer base comes from nearby service industries, including a local hospital and police station. “We’ve got quite a large amount of police and ambos coming in, and they actually sign up because their friends signed up, and when they’re eating, they’re always eating on the go,” said Hajek. TokyoTaco’s Square loyalty program has helped entice local workers and diners to become repeat customers by accumulating redeemable points that can be used for discounts or free items.
The importance of TokyoTaco’s customer service
Collis, whose background is in front-of-house operations, brings a focus on exceptional service to TokyoTaco. “Everything’s about service, it’s about engaging, it’s about touch points,” he says. This philosophy extends to every aspect of its operation, from the founders and staff knowing the menu inside out to accommodating dietary restrictions with ease.
The staff at TokyoTaco are trained to engage with customers, making them feel welcome and valued. “We meet our guests, we make sure they’re happy, we talk to them, we have that connection with people and I think that’s something that’s definitely lacking within the sector,” Hajek adds. For the founders, that personal touch is what they hope will help TokyoTaco stand out in a crowded market.
Embracing technology that keeps customers ordering
A key factor in TokyoTaco’s success has been its seamless integration of technology. They chose Square as their point-of-sale (POS) system due to its modern design and user-friendly interface. “I like the look of your POS,” said Hajek of Square’s POS for restaurants. “It incorporated all these little things that we had on our list of things that need to be included from a business owner perspective.”
The system’s ability to integrate with various platforms and streamline operations has been invaluable. From managing orders through Doshii to easily connecting and managing their menu on their online site, technology plays a crucial role in TokyoTaco’s operations and its staff’s ability to provide quick and seamless customer service.
“It’s so simplified on the backend for an employee or a team member to be able to make a transaction so easily,” said Collis. “And the setting-up side, honestly, it was a thousand times easier than what I’ve done in the past, put it that way.”
TokyoTaco also relies on Square delivery service integrations to get its food to the masses. “We never anticipated delivery to be such a massive part of our business,” said Hajek. “People love convenience and people love being able to have restaurant-quality food delivered to them at a price point attainable by most, and that’s what we’re delivering.”
According to Hajek, TokyoTaco is in the top 20% of Australia and New Zealand’s Uber Eats food delivery sales.
Having that ability to connect the menu through to a website which can be ordered online, being able to chop and change menu items if need be, or if we have an LTO coming out, being able to add it on [the website] with a nice photo and just being able to holistically have that all connected in one. ”
Co-founder Andrew Collis → on the success of Square Online Ordering
Looking ahead to the future of the fast-casual industry
With plans to expand within Sydney and hopes to eventually go global, Hajek and Collis are laying the groundwork for sustainable growth. “We want to ensure that our supply chains, productions and processes can keep up,” Hajek explains, committed to maintaining the quality and innovation that have become synonymous with their brand.
Reflecting on their journey, both founders share a sense of pride for what they’ve created in an increasingly competitive industry. “We’re a brand that’s built based on positive feedback and customer love and repeat business as opposed to deep pockets,” said Hajek. “We’re built on customer satisfaction and trust. I think it’s key.”
