Speaker Q&A (2018): Richard Morris, Tortilla
A regular speaker at lunch!, Tortilla’s MD Richard Morris is back for 2018 to share insights on their strategies for staying ‘authentic’ in this hugely competitive market. His opening day Keynote will cover everything from innovative sourcing and customer choice to pricing and delivery opportunities.
What do you feel is the key for operators to successfully compete against their competitors?
If you have a differentiated offer, that’s a big help. If you do the items better and at a competitive price, you will do well. Offering good consistent food, good loyalty programmes and a strong social media presence is all critical.
What do you see as key trends for food-to-go in the coming year?
Anything that travels reasonably well. Food-to-go is the biggest growing area of the food market. Make a product that travels.
What’s your bestselling product at the moment?
Medium chicken burrito with guacamole.
What’s the most rewarding aspect of your job?
Seeing the numbers continuing to grow — seeing staff become managers and part of the HO team. Having fun and feeling proud that we are doing well in a tough market.
And the most challenging?
Supply chain, staffing, finding sites at reasonable rents, uncertainty around people.
How important is lunch! to the food to go sector?
It’s great to hear others sharing the challenges and successes of their own businesses.
Describe the lunch! trade show in 3 words:
Busy, thought provoking.
Who or what inspires you to be even better?
Me and my team.
What’s the best advice you’ve ever been given?
Fair and reasonable — always be tough, relentless and challenging but always fair and reasonable.
Tell us a fun fact about yourself that most people don’t know:
I was offered a trial at 13 with Birmingham City but my parents never told me.
See Richard at lunch! 2018
Tortilla — Staying Authentic in a Crowded Market: 1.15pm in Keynote Theatre 2 on Thursday 20 September.
