Velvet Taco
Velvet Taco is a private, Dallas-founded fast-casual restaurant chain operating 70+ company-owned locations across the US and one in London, serving foodie consumers with a globally-inspired menu of over 20 taco varieties and recurring limited-time features.
- Company typePrivate
- Founded2011
- HeadquartersPlano, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Velvet Taco does
Velvet Taco is a privately held fast-casual restaurant company founded in 2011 in Dallas, Texas, operating 70+ corporate-owned locations across the United States and one in London as of November 2025. Its core product is a globally-inspired taco menu of over 20 varieties (chicken, beef, pork, fish, vegetarian), augmented by proprietary programs including the WTF Weekly Taco Feature (rotating limited-time offerings), Backdoor Chicken Monday (a $20 whole rotisserie chicken to-go meal), Velvet for Two ($25 bundle), and signature cocktails such as the Kick Ass Margarita. Differentiators include scratch preparation (in-house 48-hour brine rotisserie, house-made tortillas, fresh-baked red velvet cake) and a lifestyle brand positioning that has earned industry recognition including Nation's Restaurant News "Hot Concept" (2016) and QSR Magazine's Menu Masters Award.
The underlying technology stack is conventional for fast casual: a WordPress-fronted website, a Thanx-powered mobile app and loyalty platform (The Velvet Room) with points and experiential rewards, third-party delivery integrations (Uber Eats, DoorDash, Grubhub, Favor), CallRail for call analytics, and ezCater for catering fulfillment. Distribution is multi-channel - dine-in, takeout, direct delivery via app/website, marketplace delivery, event catering, gift cards, and non-traditional real estate (food halls and airports). Customer segments span general foodie consumers (primary), corporate/event catering buyers, late-night and weekend diners, dietary-restricted diners (vegetarian/vegan/gluten-free clearly marked), and recruiting candidates through the employer brand.
Velvet Taco's revenue model combines food and beverage sales (one-time), catering (one-time via ezCater), and subscription-like recurring engagement through The Velvet Room loyalty program and digital gift cards. Pricing is unit-based: tacos roughly $3.75-$15 by protein, Velvet for Two at $25, and catering boxes at $75-$275. The company is pursuing corporate-owned domestic expansion plus international growth through franchise partnerships, with the first UK store open in November 2025 and active solicitation of international operators via [email protected]. Operational leadership transitioned in late 2025 to CEO Chris Schultz (ex-Voodoo Doughnut, MOD Pizza, Starbucks), with prior CEO Clay Dover moving to lead Savory Fund, the restaurant investment vehicle tied to Velvet Taco.
Velvet Taco firmographics
Firmographics- Name
- Velvet Taco
- Legal name
- Velvet Taco, Inc.
- Website
- https://velvettaco.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Velvet Taco is a private, Dallas-founded fast-casual restaurant chain operating 70+ company-owned locations across the US and one in London, serving foodie consumers with a globally-inspired menu of over 20 taco varieties and recurring limited-time features.
- Ownership category
- akta.pro rank
Velvet Taco industry classification
Industry- Product category
- Fast-casual restaurants
- NAICS
- Snack and Nonalcoholic Beverage Bars (722515), Caterers (722320)
- akta.pro primary industry
- Mexican & Tex-Mex Fast Casual (THAFABAC)
Keywords
Where Velvet Taco is headquartered
LocationHeadquarters
- HQ city
- Plano
- HQ country
- United States
- HQ region
- North America
Offices23 records
Markets served
Velvet Taco business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Food and Beverage Sales: Core revenue from selling globally-inspired tacos, bowls, sides, and beverages through dine-in, takeout, and delivery. Menu features over 20 taco varieties with rotating WTF weekly specials. Also includes alcohol sales (Kick Ass Margaritas).
- Catering Services: Corporate and event catering through taco boxes, party packs, and individual lunchboxes. Partners with ezCater for delivery fulfillment. Catering includes margaritas, sides, and red velvet cake.
- Loyalty Program and Mobile App: Mobile app drives direct ordering with best prices guaranteed, avoiding third-party delivery fees. Loyalty program (The Velvet Room) powered by Thanx encourages repeat purchases and customer retention.
- Gift Cards: Digital and physical gift cards available for purchase at restaurants and online. Cards do not expire and have no fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Velvet for Two - Date Night Deal |
| Unit Pricing | Pay-as-you-go | Backdoor Chicken Monday Special |
| Unit Pricing | Pay-as-you-go | Catering Taco Boxes |
| Unit Pricing | Pay-as-you-go | Kick Ass Margaritas |
| Unit Pricing | Pay-as-you-go | Regular Menu Items |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels8 records
Velvet Taco product offering
Product offeringCore offering
Velvet Taco is a premium fast-casual restaurant chain that sells globally-inspired tacos, customizable Velvet Bowls, signature items like Backdoor Chicken rotisserie to-go meals, WTF Weekly Taco Features, Kick Ass Margaritas, and bundled offers (Velvet for Two). The company operates 70+ dine-in/takeout/delivery locations across the US and one in London, supported by a Thanx-powered mobile app, the Velvet Room loyalty program, catering via ezCater, and gift cards.
Product overview
Velvet Taco is a fast-casual restaurant chain founded in 2011 in Dallas, Texas, offering globally-inspired tacos with over 20 varieties. The core product is the taco menu featuring international flavors across chicken, beef, pork, fish, and vegetarian categories. The product portfolio includes The Velvet Room loyalty program (powered by Thanx), a mobile ordering app, catering services (powered by ezCater), signature items like Backdoor Chicken (Monday-only to-go) and WTF Weekly Taco Features (rotating limited-time offerings), Velvet for Two meal bundles, Kick Ass Margaritas, and gift cards. The company operates locations across the US with expansion into international markets (first UK location opened November 2025).
Differentiator
Problem solved
Functional benefit
Brands
- The Velvet Room: The loyalty program that allows customers to earn points with every purchase and get rewarded with free tacos, swag, and experiences.
Quantifiable outcome
- Weekly Taco Feature program drives repeat visits through limited-time offerings
- +1 more outcomes
Companies that use Velvet Taco
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles3 records
Velvet Taco technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Velvet Taco partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ezCatercoreVelvet Taco partners with ezCater to fulfill catering delivery orders. This partnership enables corporate customers to order Velvet Taco catering for events and meetings with delivery to their location. The partnership extends Velvet Taco's catering reach beyond what walk-in or direct delivery could serve.
Scale indicators5 records
Recent moves9 records
Expansion highlights6 records
Velvet Taco competitors and assessment
Company assessmentEmerging players
- bartaco: bartaco is a coastal-focused upscale fast-casual taco and tequila bar concept with 30+ locations. Its beach-inspired, globally-influenced menu and bar-forward positioning parallel Velvet Taco's premium, internationally-inspired approach.
- Tacodeli: Tacodeli is an Austin-based premium taco concept with strong Texas presence and a cult following for chef-driven, scratch-made tacos. It competes directly with Velvet Taco in the same Texas metropolitan areas for the premium taco customer.
Broad incumbents
- Taco Bell: Taco Bell (Yum! Brands) is the largest Mexican-inspired QSR chain in the US with 7,000+ locations. While value-positioned rather than premium, it competes for late-night occasions and younger demographics that Velvet Taco targets.
- CAVA Group: CAVA is a publicly-traded fast-casual Mediterranean concept that scaled to multi-billion dollar valuation on a premium, chef-driven, digitally-enabled positioning. Its business model and brand-building playbook mirror Velvet Taco's premium fast-casual strategy closely.
- Qdoba Mexican Eats: Qdoba is a national fast-casual Mexican chain with 700+ locations serving burritos, tacos, and bowls with a customizable format. It overlaps with Velvet Taco in menu structure, price point, and digital ordering strategy.
- Chipotle Mexican Grill: Chipotle is the dominant publicly-traded fast-casual Mexican restaurant chain in the US with 3,000+ locations. It defines the category on speed, customization, and digital ordering — overlapping significantly with Velvet Taco's core customer and digital ordering strategy.
- Moe's Southwest Grill: Moe's is a 700+ unit fast-casual Southwest/Mexican chain owned by Focus Brands. It competes for similar dine-in and catering occasions with a broader menu of burritos, bowls, and tacos.
Direct peers
- Torchy Tacos: Torchy Tacos is a fast-casual taco concept founded in Dallas that offers globally-inspired sauces and tacos with a focus on bold flavors and a funky brand personality. It is one of Velvet Taco's closest direct competitors in the premium fast-casual taco category.
- Fuzzy's Taco Shop: Fuzzy's Taco Shop is a fast-casual taco and burrito chain with a casual Baja-inspired menu. Both Velvet Taco and Fuzzy's compete for the same taco-occasion customer with similar price points and dine-in/takeout formats.
Regional players
- Freebirds World Burrito: Freebirds is a Texas-based burrito and taco chain with deep roots in Texas college towns. It directly competes for similar value-conscious, Texas-centric customers and overlapping university and late-night occasions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Velvet Taco social profiles
Digital presenceVelvet Taco compliance and trust
Trust signalCompliance1 record
Velvet Taco financial estimates
Financial estimateRevenue estimate
Valuation estimate
Velvet Taco leadership team
Management profileNumber of profiles
Profiles2 records
Velvet Taco funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Velvet Taco M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Velvet Taco
What does Velvet Taco do?
Velvet Taco is a premium fast-casual restaurant chain that sells globally-inspired tacos, customizable Velvet Bowls, signature items like Backdoor Chicken rotisserie to-go meals, WTF Weekly Taco Features, Kick Ass Margaritas, and bundled offers (Velvet for Two). The company operates 70+ dine-in/takeout/delivery locations across the US and one in London, supported by a Thanx-powered mobile app, the Velvet Room loyalty program, catering via ezCater, and gift cards.
Is Velvet Taco a public or private company?
Velvet Taco is a private company. It is classified as private equity controlled and is currently operating.
When was Velvet Taco founded?
Velvet Taco was founded in 2011. It employs 1,001 to 5,000 people.
Where is Velvet Taco based?
Velvet Taco is headquartered in Plano, United States, in the North America region.
How does Velvet Taco make money?
Four revenue lines are on record. Food and Beverage Sales are the primary driver. The others are catering Services, loyalty Program and Mobile App and gift Cards.
Who are Velvet Taco's main competitors?
Emerging players on record are bartaco and Tacodeli. Broad incumbents are Taco Bell, CAVA Group, Qdoba Mexican Eats, Chipotle Mexican Grill and Moe's Southwest Grill. Direct peers are Torchy Tacos and Fuzzy's Taco Shop. Freebirds World Burrito is listed as a regional player.
Does Velvet Taco have an API?
No public API is recorded for Velvet Taco.
What industry is Velvet Taco in?
Velvet Taco's product category is Fast-casual restaurants. Its primary akta.pro industry code is THAFABAC, Mexican & Tex-Mex Fast Casual. Its NAICS code is 722515.