January naturally forces you into operator mode. The pace slows a bit, the noise drops, and you get a clearer look at what’s actually working in the business.
For us, that meant leaning into structure: refining systems, sharpening visibility into the numbers, and making sure we’re building something that scales properly.
A big focus right now is Barrie. We’re deep in the pre-opening phase, and every new location continues to push us to level up how we document, plan, and execute. Each build makes the playbook stronger. It’s exciting, but it’s also a reminder that growth only works if the systems underneath it are solid.
We also just came out of our AGM, which was a great reset moment. Getting everyone together created a lot of clarity and alignment. It’s always energizing to step back, zoom out, and remember how far the brand has come in a relatively short time, and how much opportunity is still ahead.
One of the biggest shifts happening right now is around loyalty and direct marketing. We’ve officially launched Ghost Taco Rewards through Toast and are starting to build real owned marketing channels. This is a meaningful evolution for the brand. Moving toward direct relationships with our guests gives us more control, better data, and a stronger ability to drive repeat visits without relying entirely on third-party platforms.
At the same time, this season has been a reminder that strong fundamentals matter. We’ve been doubling down on budgeting, tighter reporting, and more hands-on weekly management with our teams to ensure we stay profitable even in slower months. It’s not the flashiest work, but it’s the kind that builds long-term resilience.
If anything, this stretch has felt less about big moments and more about intentional progress. Quietly putting the right pieces in place now so that the next phase of growth is stronger, smarter, and more sustainable for everyone.
