uring my 20 years in the restaurant
business there has never been such rapid
change in customers’ habits and demands
as there is right now, which is both interesting and
fun to be a part of,” says Lars Callebro, owner and
CEO of Sweden’s Taco Bar. Despite this challenging
environment, Callebro’s company, which offers Tex
Mex cuisine, is growing at a healthy rate. Six new
restaurants have opened in the past year, adding
to its existing stable of over 40 locations across
Sweden. Such growth is actually two-fold, encom-
passing both the aforementioned physical locations
but also the ever-expanding digital market.PHYSICAL
One of the factors enabling Taco Bar’s continuing
growth is its implementation of the franchise model.
“Franchisees have a five-year deal with us,” explains
Callebro. “They pay royalties and marketing fees
which gives them access to our menu, our concept
and our supply chain.” The system rests on the mutual
benefit of franchisor, franchisee and suppliers, and
Callebro is clear that growth can never be achieved
at the expense of existing franchisees: “Taco Bar’sD
Lars Callebro, CEO of Taco
Bar, details the ways in which
his company’s restaurants are
capturing the digital market188
AUGUST 2019TACO BAR