Patrick Kirk’s favorite taco: The Baja fish taco from Fuzzy’s Taco Shop.
Patrick Kirk said he would eat a dozen of the Baja fish tacos from Fuzzy’s Taco Shop and wash it down with a beer margarita if left on a deserted island. As the new chief marketing officer of the Mexican fast-casual brand, Kirk aims to create more avid fans like himself by pushing menu innovation and raising the visibility of the Fuzzy’s vibe.
“I’ve been in the restaurant industry for 24 years, and I’m dreading the day I’ve been in for 25 since it shows my age a little bit,” said Kirk. “I started my career at Tony Roma’s in 2001 and never looked back.”
Fuzzy’s, which has 128 units in 18 states, has been closing a handful of locations each year since 2018, when it had 147 restaurants. Applebee’s and IHOP parent Dine Brands acquired Fuzzy’s from NRD Holdings in 2022 with the intent to grow, and earlier this month it announced a pair of development agreements to bring 40 new units to Arizona and Texas. The deals are with an existing Fuzzy’s operator and an IHOP franchisee.
Patrick Kirk joins Fuzzy’s Taco Shop as its chief marketing officer.
Kirk came to Fuzzy’s in April from Applebee’s, where he was vice president of bar and beverage. He served in the role for eight years as one of the key players in the brand’s turnaround with its bar offerings. That experience will guide the way Kirk innovates for the Fuzzy’s menu, he said.
“We can create a ton of variety just within the taco space,” said Kirk. “We’re in a time where people want to try mash-up and different types of flavors that break the norm of what a traditional taco is.”
Catering to trends and high-interest flavors is the strategy Kirk plans to deploy as he brings innovation to the menu. He particularly wants to focus on product appearance. Instagrammable drinks and food with vivid and enticing colors are how he will draw the customers; the flavor will keep them coming back.
“What we’re learning is that we have a younger crowd and we know social media is a big area of consumption for a lot of our guests,” said Kirk. “People eat with their eyes, so I think that’s a good strategy Fuzzy’s can use going forward, especially to differentiate ourselves.”
The approach is similar to the one Kirk took at Applebee’s, which helped boost beverage sales. The focus on flavor and aesthetics will be the driving force of the brand, not only with internal marketing but also capitalizing on additional reach from customers posting pictures of their food and drinks.
By the time his first anniversary as CMO comes around, Kirk wants more Fuzzy’s customers to be enjoying the brand as much as he does. He may love the fish tacos, but he changes it up depending on what crowd he’s with. That’s the experience he wants customers to mimic as they return to Fuzzy’s.
“There’s always opportunities that come your way,” said Kirk. “For me to be able to step over to a role like this at Fuzzy’s, still stay under Dine Brands and continue my career and work in a food and beverage environment, I think it’s fun and I’m personally excited about that.”
Fuzzy’s is known for its colorful margaritas, such as this beerita.