Texas Roadhouse CEO shares keys to beloved restaurant chain’s iconic status
Jerry Morgan shares the strategies that have helped Texas Roadhouse become massively popular. At a time when restaurant companies — and particularly full-service brands — have struggled with guest traffic and been forced into discounting menu items, at least one casual-dining has managed to grow both its traffic and its sales without turning to doing deals: Texas Roadhouse. The 31-year-old company has had a remarkable run, thriving even during COVID and post-COVID inflation, and closed 2023 with nearly $5 billion in sales at 638 locations, according to Technomic — helping it leapfrog Applebee’s as the No. 2 full-service chain in America. Earlier this year, Nation’s Restaurant News named Texas Roadhouse the 2024 Brand Icon, and editor in chief Sam Oches sat down with CEO Jerry Morgan in his Louisville, Ky., office to discuss the brand’s core values and key strategies that have made it hugely popular with its guests. In this conversation, you’ll learn more about why: Owner-operators are the keys to unlocking success in your stores and communities Celebrating strong performances gets more out of your employees Founders are the beating hearts and north stars of restaurant companies Great food and great service are the bedrock to great brands Innovation doesn’t have to be all about bells and whistles You should try to have some fun, because customers can pick up on it Contact Sam Oches at sam.oches@informa.com.
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At a time when restaurant companies — and particularly full-service brands — have struggled with guest traffic and been forced into discounting menu items, at least one casual-dining has managed to grow both its traffic and its sales without turning to doing deals: Texas Roadhouse.
The 31-year-old company has had a remarkable run, thriving even during COVID and post-COVID inflation, and closed 2023 with nearly $5 billion in sales at 638 locations, according to Technomic — helping it leapfrog Applebee’s as the No. 2 full-service chain in America.
Earlier this year, Nation’s Restaurant News named Texas Roadhouse the 2024 Brand Icon, and editor in chief Sam Oches sat down with CEO Jerry Morgan in his Louisville, Ky., office to discuss the brand’s core values and key strategies that have made it hugely popular with its guests.
In this conversation, you’ll learn more about why:
- Owner-operators are the keys to unlocking success in your stores and communities
- Celebrating strong performances gets more out of your employees
- Founders are the beating hearts and north stars of restaurant companies
- Great food and great service are the bedrock to great brands
- Innovation doesn’t have to be all about bells and whistles
- You should try to have some fun, because customers can pick up on it
Contact Sam Oches at sam.oches@informa.com.
