Fuzzy's Taco Shop Tests Full-Service Model After Tough Year
Fuzzy's Taco Shop opened a game-changing location in Sugar Land, Texas, on June 16 that ditches the traditional counter-order model for full table service.
Unlike typical Fuzzy's restaurants where customers order at counters and grab food from pickup windows, the new Houston-area spot features "Tacotenders" who take orders tableside using handheld tablets. It's a bold move for the 115-unit chain after a brutal year that saw sales plummet nearly 15% and unit count drop 11%.
"We're excited to pilot this new model that puts hospitality front and center while simplifying the overall experience for our guests," said Patrick Kirk, Fuzzy's president. "Sugar Land is helping us find that sweet spot between fast casual and full-service, with a streamlined menu, bold new taco creations, and a margarita lineup that puts our bar front and center."
RELATED: Qdoba Mexican Eats Expands with 500 New Locations on the Way
The experiment comes as Fuzzy's, owned by Dine Brands Global (which also runs Applebee's and IHOP), searches for ways to maximize its biggest advantage: alcohol sales. Most Fuzzy's locations boast full bars, unlike competitors Velvet Taco and Torchy's. The chain already pulls about 20% of sales from its bar—higher than many casual dining brands.
Kirk sees that growing to 25% or more. Some locations already top 30%.
"Alcohol service in the fast-casual category is not widespread right now," Kirk explained. "So to truly maximize your bar sales and your alcohol sales, you want to have an environment in your restaurants that's conducive to a lot of energy, a lot of socializing, camaraderie, fun, relaxation."
The Sugar Land menu showcases this strategy with premium margaritas made from 100% blue agave Jose Cuervo Tradicional, plus creative cocktails like the Fuzz Driver featuring Sunny D, mango puree, and Smirnoff Vanilla Vodka.
RELATED: Dine Brands to Triple Dual-Branded Applebee's and IHOP Locations This Year
New food offerings include Texas Brisket Tacos, Cali-Style Steak Tacos, and Ultimate Nachos, designed to pair with extended bar visits.
"The economy is not great for everyone, and so they're really paying for an experience," said Chef Daniel Camp.
The Sugar Land location, operated by brothers Miro and Andrew Nazarian, represents what Kirk calls "fast-casual plus"—blending quick-service convenience with sit-down hospitality. If successful, it could reshape how Americans think about taco chains.
