Founder shares how he went from tacos to tech

Founderology Growth Summit

Come hear El Arroyo founder Ellis Winstanley how he moved to tech at the Founderology Growth Summit.

November 19, 2025 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator

The Founderology Growth Summit is the premier event for restaurant founders looking to learn from other trendsetters. Held in Austin from Feb. 2 to 4, this invite-only event will gather expert founders to offer keen insights in panel discussions. One such panelist is Ellis Winstanley, who will be sharing how he created multiple business ventures from the taco restaurant El Arroyo to the technology company Axial Shift.

During this session, he will discuss how he carefully combines creativity with operational exactness to create businesses that deliver on their promises to customers. Read below for a Q&A with Winstanley about his life, background and some of what he plans to share at the event.

Q. Tell me a little bit about yourself and your work.

Winstanley: I started as a restauranteur turning around multi-generational brands while attending the University of Texas. Twenty years ago I got into technology, automating a branded products manufacturing business. In 2016 I saw an opportunity to improve operational consistency and strengthen teams by repositioning information all restaurants have. This idea evolved into Axial Shift, a software platform purpose built for multi-unit restaurant groups.

Q. We hear a lot about culture, but it often falls flat on the employee side. How can we actually build healthy, successful cultures?

Winstanley: I don’t think culture is something you can buy. I don’t think it’s something that you can create without high standards, and an unwavering pursuit of consistency. Achieving strong culture comes down to success and influencing people in the org to join and help accelerate that pursuit. Just like a buying motion, clear value proposition and removing friction are everything.

Q. What about the role of tech most excites you for founders?

Winstanley:Leverage. Tech provides leverage. It allows smart, agile people to move fast and create a lot with a little.

Q. What’s one thing you are most excited to share at your panel?

Winstanley:My point of view on agility and extensibility. I don’t think brands should settle for being held back. I don’t think they have to.

Q. Anything else you’d like to add?

Winstanley: The pace of change in the world is faster than restaurants have been able to evolve. To keep up, there has to be a fundamental change in the way we think about our growth and we can’t leave any resources on the table. People are smart, we have to give them every opportunity to contribute.

Click here to request an invite to the Founderology Growth Summit. All registrations are subject to approval.

About Bradley Cooper

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