Dallas-based velvet taco changes leadership, direction
Velvet Taco has tapped a seasoned industry hand to lead its next phase of growth. Chris Schultz, a veteran executive with more than three decades in the restaurant business, has been appointed chief executive officer of the Dallas-based fast-casual brand, succeeding Clay Dover, who stepped down in November after eight years at the helm.
Schultz brings with him a résumé built on expansion and innovation. He spent the last eight years as CEO of Voodoo Doughnut, where he steered the quirky Portland-born brand into new markets across the U.S,, including a short-lived store in Dallas. Before that, he served as senior vice president of operations at Mod Pizza, helping the company scale from a single shop to more than 350 nationwide. Mod Pizza has been less successful in recent months. Earlier still, he logged over a decade with Starbucks, where he helped refine operations and guide the chain’s global development.
At Velvet Taco, Schultz inherits a brand that’s been steadily growing its cult following since debuting in 2011. The chain now counts more than 50 locations across eight states, up from roughly 40 just three years ago. Last month, Velvet Taco crossed the Atlantic to open its first international restaurant in the United Kingdom.
According to a story in Restaurant Dive, Schultz will focus on expanding Velvet Taco’s footprint both domestically and abroad, with an eye on unconventional venues such as airports and entertainment districts. He’ll also emphasize operational excellence and guest experience—hallmarks of his earlier roles—as the chain refines its creative approach to tacos and beyond.
That creativity has been especially evident this year. In April, Velvet Taco introduced Velvet Bowls, a tortilla-free line-up that the brand called its “biggest menu innovation since the 2011 founding.” Guests can build their bowls around proteins like rotisserie chicken, steak, shrimp, crispy tenders, or barbacoa-style brisket, all paired with the chain’s signature global flavors. The bowls join an already eclectic menu of more than 20 tacos and a Weekly Taco Feature that debuts a new limited-time taco every seven days—a playful tradition that’s helped keep Velvet Taco’s regulars engaged and curious.
“Velvet Taco has always pushed boundaries, both in flavor and in where we show up,” Schultz noted in the company’s announcement. “There’s a lot of runway ahead.”
EscapeHatchDallas was the first publication to preview and write about the original Velvet Taco, which opened more than a decade ago in Dallas.