Velvet Taco has 54 units in the U.S. and recently opened a first international location in London. | Photo courtesy of Velvet Taco.
Velvet Taco has a new CEO.
The Dallas-based fast-casual chain on Wednesday said Chris Schultz, the former CEO of Voodoo Doughnuts is stepping to the helm.
He replaces Clay Dover, who confirmed last month he would be stepping down after 8.5 years to transition to a new industry role, beginning in January, though he didn’t reveal his next move.
A 30-year restaurant veteran, Schultz has been CEO of Portland, Oregon-based Voodoo since January 2018. Before that, he spent nine years as senior vice president of operations for MOD Pizza, growing that fast-casual chain from a single unit to more than 350 at the time. He also spent 13 years as an operational advisor to Starbucks, working on the coffeehouse chain’s domestic and international growth.
Voodoo is known for its over-the-top and wacky pastries in signature pink boxes, from classics like a Glazed Old Fashioned to the raspberry-jelly stuffed, chocolate-glazed Voodoo Doll (stabbed through the heart with a pretzel stick). The brand’s catch phrase: “The magic is in the hole.”
Velvet Taco, likewise, is known for its edgy vibe, with imaginative tacos, including the weekly changing WTF (weekly taco feature), as well as signature Red Velvet Cake and Kick-Ass Margarita.
Under Dover’s leadership, Velvet Taco has grown from four to 54 units in eight states, and recently opened its first international location in London.
Schultz is tasked with overseeing the next phase of growth, including expansion into key metropolitan areas and moving into nontraditional sites, like airports, the company said.
“Velvet Taco is one of those rare brands that knows exactly who it is: bold, creative and unapologetically original,” said Schultz, in a statement. “My focus is on fueling that spirit as we grow, staying true to what made Velvet Taco special while building the kind of brand and culture that can thrive anywhere in the world.”
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