At the CREATE conference in Nashville, Salt & Straw co-founder Kim Malek shared how the journey behind the Salt & Straw Tacolate turned failure into success — offering creative lessons theme parks can learn from.
At this year’s CREATE: The Future of Foodservice conference in Nashville, Salt & Straw co-founder Kim Malek revealed how one of the company’s most unusual experiments, the “Tacolate” that went from flop to phenomenon. Nation’s Restaurant News reported that the quirky taco-meets-chocolate creation spent many years in development, failing multiple times before finally launching to massive demand. The Tacolate sold out in a single day, proving that sometimes the best ideas come from fearless trial and error.
When Kim Malek was growing up in Billings, Mont., she envisioned her future during a summer camp, and that dream included owning a coffee shop and a bookstore. She wanted to create a gathering space where people could come together and see friends and family. Fortunately, one of her first jobs was at Starbucks when the company was small and focused on creating a third-place environment.
“It’s literally been a lifelong dream of mine to reimaging (Starbucks) as ice cream and that is how Salt & Straw came to be,” she said during the “Founder to Founder” presentation at Nation’s Restaurant News’ annual CREATE event in Nashville.
Embracing Failure as Fuel for Innovation
Malek told attendees at CREATE that failure is a vital part of Salt & Straw’s creative process. “We’ve built a culture where trying and failing quickly is how we move forward,” she explained. That mindset is one that many can relate to and learn from. Creative experimentation often leads to the discoveries that become fan-favorite park offerings.
Scaling Up by Building People, Not Just Systems
Malek also shared that Salt & Straw’s growth depends on its people as much as its flavors. The company promotes most of its managers from within, training what Malek calls “culture carriers” who keep the brand experience consistent across all locations. The company spends about two years preparing them to be on the ground in new markets and providing them with development opportunities. Ninety-six percent of its managers are promoted from within the company. “I always thought scaling was about creating all these systems, but what I think you learn the hard way as you’re growing is that it’s not as much about the systems as it is about scaling your people,” she said.
In addition to providing such opportunities, Malek is meeting with every one of Salt & Straw’s frontline teams this year. “Hearing directly from them, how it’s going, what they love, don’t love — it really informs my job,” she said.
Focusing on What You Do Best
Salt & Straw once sold coffee in its scoop shops but eventually pulled it off the menu. The result? Ice cream sales went up. The company deepened its connection with fans by concentrating on its core strength.
Salt & Straw Tacolate: From Setback to Sellout
After years of testing, tweaking, and “failing forward,” Tacolate became a runaway success. Malek’s story from the CREATE conference reminds all creative businesses, from food brands to theme parks, that innovation takes persistence, patience, and the courage to fail. Still, as Salt & Straw proved, even the wildest idea, The Salt & Straw Tacolate, can capture hearts (and taste buds) if you believe in the process.
Salt & Straw Tacolate: Our Experience
On the first day of sales of the Salt & Straw Tacolate, we visited the Disney Springs location to give it a try. We published a full review.
For more theme park-related news and information, visit MSM News. As always, eat like you mean it!
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