“For us, it’s such a badge of honor to be rolling a burrito in the lunchtime rush.”
You're up to 12 locations. What does that feel like?
Tyler: Uh, it’s pretty surreal. The past 18 months have been a whirlwind—we’ve gone from five to ten stores with a quick eleven and twelve soon thereafter. And all the newer stores we’ve been opening up are much larger square footage, they’re in downtown business districts, they have a lot higher rent, and a lot higher pedestrian volume. Just really trying to garner that lunchtime business traffic.
What makes Dos Toros different?
Marcus: There are a million answers I could give you, but I think it comes down to two things: expertise and warmth.
Expertise: A lot of Mexican taquerias and grills specialize in bowls. The authentic San Francisco mission-style burrito and taqueria experience is unique to Dos Toros, at least in NY. There’s tangible things that we can point to, like the fact that we steam the cheese onto the tortilla. But it even gets down to the more minute things that you can’t see, for example, we have the thirty laws of lime mastery. You have to know those before you can roll a burrito. At many places in your first or second week you could find yourself on the line rolling a burrito. For us, it’s such a badge of honor to be rolling a burrito in the lunchtime rush. To do that you have to have rolled hundreds of burritos first.
Warmth: I credit a lot of this to us being from the Bay Area of California, and having an amazing attitude toward customer service—making every guest feel special and engaging them on a personal level.
How do you go about curating company culture and keeping that top of mind?
Tyler: If we want to deliver a great product and make our customers happy we have to treat our employees well. We hire for attitude because ability will follow. We can teach you how to roll that perfect burrito, we can teach you how to count a drawer, we can teach you how to cook the beans, but one of the things we can’t teach you is that emotional strength and that personality.