Randy Wyner of Chronic Tacos: Five Things I Wish I Knew Before Opening a Franchise
An Interview With Teri Gault
Adapt but Don’t Compromise: Working on different ways to optimize packaging to adapt to the ever-growing 3rd party and takeout which we’ve seen spike in recent years, while ensuring never to compromise our quality.
The world of franchising offers a unique blend of entrepreneurship and established business models. However, navigating the franchise landscape can be daunting, especially for those embarking on this journey for the first time. There are lessons to be learned, pitfalls to avoid, and success stories to be inspired by. As part of this series, we had the pleasure of interviewing Randy Wyner.
Randy Wyner is the founder of Chronic Tacos, the Southern California chain of fast-casual Mexican food restaurants. Born and raised in Orange County, Randy draws his inspiration from the distinct Californian food culture. Randy grew up on authentic Mexican food and signature SoCal taquerias. It was his belief that the tastiest taquerias tended to be small, family-owned shops that led him to open his first Taco shop using third generation family recipes he acquired from a close family friend. When Randy was struck with the idea of made-to-order Mexican food that was both fast and fresh, Chronic Tacos was born.
Thank you so much for joining us in this interview series. Before we dive into our discussion about succession, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
I’ve always had a passion for authentic Mexican food, and grew up going to taquerias in Santa Ana, CA. Years later I realized there was a serious lack of Mexican Food while I was living in Newport Beach and that’s when the idea hit me — why not bring those bold, authentic flavors and combine it with Newport Beach’s vibe? Chronic Tacos was born from a love of making made to order items, delicious tacos and a desire to create a fun, laid-back spot where everyone feels like a regular.
Can you share the most interesting story that happened to you since you started your career?
Oh man, where do I start? One of the wildest moments was definitely when we decided to throw a massive taco-eating contest that turned into an annual event. We partnered with Sabroso and hosted this event in front of 10,000 people and had eaters from all over show up, including one of the greatest professional eaters of all time, Kobayashi, who demolished 157 tacos in 10 minutes! The energy was electric, and it really showed me just how much our fans love what we’re doing.
Can you please give us your favorite “Life Lesson Quote”? Do you have a story about how that was relevant in your life?
“Do what you love, and you’ll never work a day in your life.” This quote has been my guiding star. When we first started Chronic Tacos, it wasn’t just about making money; it was about sharing something I was passionate about with the world. Even during the tough times, that passion kept me going. It’s amazing how a little bit of love for what you do can turn the grind into something truly enjoyable.
What do you think makes your company stand out? Can you share a story?
I think what makes us unique is our food, experience, and service. We offer 3rd generation authentic recipes, we have original art and great music that sets the vibe, and we also take pride in exceptional service. We’re all about that authentic, customizable experience. At Chronic Tacos, you get to build your meal exactly how you want it. Once, a customer walked in with a super specific dietary restriction. Our team went above and beyond to create a custom taco that fit her needs. She was blown away and became one of our most loyal customers. That’s the Chronic Tacos difference — everyone leaves happy and full!
What inspired you to consider franchising your business, and what unique value does your brand bring to potential franchisees?
Seeing the joy and community Chronic Tacos brought to our original locations made me think, “Why not spread the love?” Franchising was the perfect way to do that. We bring a unique vibe that’s more than just food — it’s a lifestyle. Our franchisees aren’t just joining a business; they’re joining the #TacoLife, a family-oriented community that’s all about quality and authenticity.
Can you outline the most critical steps you took in preparing your business for franchising? How did you know that you were ready?
First off, we nailed down our branding and operational procedures to ensure consistency. We created a solid training program and support system for our franchisees. Knowing we were ready came down to seeing the success and positive feedback from our initial locations. When people from other areas started asking how they could bring Chronic Tacos to their hometowns, we knew it was time to franchise.
What were some unexpected challenges you faced during the franchising process, and how did you overcome them?
One unexpected challenge was finding the right franchisees who shared our vision and passion. We overcame this by developing a thorough vetting process and ensuring we provided comprehensive support. Another challenge was maintaining quality and consistency across locations, which we tackled by implementing strict quality control measures and continuous training programs.
How do you maintain consistency and quality across all franchise locations while allowing for local adaptations?
It’s all about balance. We maintain strict quality control through regular inspections and training. At the same time, we encourage local adaptations by allowing franchisees to incorporate regional flavors and ingredients that align with our brand. This approach keeps the core Chronic Tacos experience intact while giving each location a unique twist.
What are your “Five Things You Need to Know to Successfully Franchise Your Business”? If you can, please share a story or an example for each.
Passion is Key: Love what you do, and it will show. Our passion for authentic Mexican food is the heart of our brand.
Consistency is Crucial: Ensure your brand’s quality and experience are the same everywhere. We have a rigorous training program that all franchisees must complete.
Support Your Franchisees: Provide continuous support and resources. Our franchisees have a hotline they can call anytime for assistance.
Adapt but Don’t Compromise: Working on different ways to optimize packaging to adapt to the ever-growing 3rd party and takeout which we’ve seen spike in recent years, while ensuring never to compromise our quality.
Build a Community: Create a sense of belonging among your franchisees. We host annual events where all franchisees can meet, share experiences, and have fun.
As someone steering the ship, what thoughts or concerns often keep you awake at night? How do those thoughts influence your daily decision-making process?
Ensuring that every location maintains the high standards we set is something that’s always on my mind. It influences my daily decisions by making me constantly think about how we can improve training, support, and communication with our franchisees.
If you could start a movement that would bring the most amount of good to the most amount of people, what would that be?
I’d start a movement centered around food education and sustainability. Teaching people about the importance of fresh, locally sourced ingredients and how to make delicious, healthy meals could have a huge impact on public health and the environment.
How can our readers further follow you online?
You can keep up with all things Chronic Tacos by following us on Instagram, Facebook, and Twitter @chronictacos. For the latest news, promotions, and taco-related fun, check out our website at www.chronictacos.com.
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
About the Interviewer: Cynthia Corsetti is an esteemed executive coach with over two decades in corporate leadership and 11 years in executive coaching. Author of the upcoming book, “Dark Drivers,” she guides high-performing professionals and Fortune 500 firms to recognize and manage underlying influences affecting their leadership. Beyond individual coaching, Cynthia offers a 6-month executive transition program and partners with organizations to nurture the next wave of leadership excellence.
