Torchy’s Tacos
Rebooting an Austin legend’s digital homebase
Pitch concepts, presentation (won business), copywriting, creative direction
Collaborators: Spencer Everett, Carolyn Connolly, Josephine Branscomb, Heather Korczynski
A longtime Torchy’s loyalist/fanatic, I was thrilled to lead a digital pitch to reboot Torchy’s legacy and long broken web site. Working with designer Spencer Everett, we lit up a couple design concepts which were later carried through to the final launched site. I led the several rounds of pitch work, the early evolution of the site, and the foundational design.
Later, I was the creative lead on the team that developed their long-awaited loyalty program, Taco Junkies. We named it, planned it, and built the foundations — first as a (not-so-secret) “secret” club.
The Problem:
Dated. Clunky. Lousy UX/UI.
Failing the brand’s vitality.
Torchy’s legacy site had been around for many years, a hobbled patchwork of fixes that was nearly impossible for them to update and maintain.
Worse yet, today’s consumers were increasingly wanting to order online, browse menus, and get basic info from the brand. The non-responsive site could do none of these things, and consumers were complaining.
I led a team asked to rethink the site to include modern amenities, upgrade it to be ready for online ordering, etc.
The First Take:
Pitching a revised paradigm
For the pitch, we asked Torchy’s to think not only about its site, but its soul.
Spencer Everett and I worked together to fashion a new experience. I put that experience together with a pitch.
The Solve:
Kicked up a notch
True to its spirit, Torchy’s asked us to turn up the heat a bit. The revised site, designed by Spencer Everett and written by Josephine Branscomb, carried more of the attitude and vibrancy of the brand.
The site was also well prepared for a new online ordering experience, well-timed for COVID when Torchy’s entire business went online.
In years since, the site has held up to its designed expansion, but still carries the DNA of our original concept forward.
