To think that we’ve achieved this level of growth in under two years still feels surreal. But as exciting as it is to keep building, this moment also feels like the right time to step back and reflect. After we open #7, we plan on pausing the rapid expansion to do a deep evaluation of our systems—to make sure the foundation we’re building is as strong as the brand we’re dreaming up.
Because growth for growth’s sake isn’t the goal. Unit economics are everything. It’s not about how fast you can open doors; it’s about how strong those doors stay open once the ribbon is cut. That’s why we’re doubling down on profitability, KPIs, marketing strategy, and tech choices. The numbers tell a story, and our next phase is all about listening to those stories market by market, store by store, and adjusting accordingly before leaping too far ahead.
Commitment to excellence
Earlier this month, we completed our Q3 commitment to excellence reviews across all existing locations. This is where we roll up our sleeves and dive deep into each store’s P&L, uncovering the intricacies—the hidden profits, the little leaks, the opportunities that might not be obvious day to day. Each location gets a full SWOT analysis and a performance score across a wide array of categories. From there, we build an actionable game plan with the franchisee on how to improve quarter by quarter.
It’s not always easy—no one loves to be measured—but this level of accountability is what ensures long-term success. And now, as we head into Q4, we’re determined to finish strong with three brand-new stores opening before the end of the year.
Spooky season and marketing momentum
Of course, we can’t forget where we are right now—October, spooky season. The restaurant industry tends to be slower this month, so for us, Halloween marketing is key. Ghost Taco was practically made for it. We lean into the vibe—decor, activations, and of course, limited-time features. This year we launched a special edition “Ghost Special” taco that ties perfectly into the season. It’s bold, fun, and creates buzz when people need that little nudge to order in or stop by. At the same time, we’re mapping out the remainder of our Q4 marketing calendar, making sure we go into the holidays with a strong, consistent strategy that builds awareness, loyalty, and repeat visits.
The road ahead
There’s no denying this pace has been overwhelming. Between openings, onboarding, training, marketing rollouts, and system refinements, every day feels like a sprint. But I also feel confident—confident in the franchisees who’ve joined us as true legacy partners, confident in the systems we’re putting in place, and confident that pausing after #7 will allow us to scale smarter, not just faster.
Because this isn’t just about tacos. It’s about building a franchise model that thrives in today’s economy—one rooted in strategic growth, strong unit economics, and community connection.
We’ve proven we can grow. Now it’s about proving we can sustain, refine, and maximize what we’ve built. And that’s the real story of Ghost Taco’s next chapter.
