Happy Joe’s Pizza & Ice Cream Parlors, founded in 1972, quickly gained popularity for its innovative menu. The Taco Joe Pizza, the world’s first taco pizza, was born out of a challenge to compete with a local taco shop. Founder Joe Whitty turned the idea into a game-changing pizza that combined taco ingredients with a pizza base, creating a culinary sensation. Despite initial challenges, the Taco Joe Pizza became the brand’s signature item, contributing to Happy Joe’s success and cult-like following. Today, the company continues to innovate while maintaining the consistency and quality that customers love.
A Happy Joe’s Origin Story
We started the interview by asking, “Can you share the story behind the creation of the Taco Joe Pizza? What inspired Happy Joe’s to create the first taco pizza in the world?”
Thomas Sacco replied, “The Birth of the Taco Joe Pizza: A Happy Joe’s Original! Happy Joe’s Pizza & Ice Cream Parlors was founded on November 12th, 1972. From the start, Happy Joe’s was a success. Unlike many businesses that struggle in their early years, Happy Joe’s took off immediately, with lines out the door and rave reviews spreading fast. One couple, Max and Betty Brewer from Muscatine, Iowa, were particularly smitten. Every weekend, they traveled 45 minutes just to enjoy Joe’s famous pizzas and ice cream specialties. Over time, they became friends with Joe and watched as his business flourished.
One day, Max and Betty threw out the idea of opening a Happy Joe’s franchise in Muscatine. They believed Joe’s concept would be a hit in their community and wanted to be the first franchisees. Joe, thinking they were joking, laughed and said, “Well, bring me a check for $5,000, and we’ll talk.” To his surprise, the next weekend, Max and Betty did just that.
A few years into their business, Max and Betty came to Joe with a concern. Although their Happy Joe’s locations were thriving, a new taco shop had opened nearby, drawing customers away. They asked Joe if they could add tacos to their menu to compete. While Joe found the idea interesting, he wasn’t keen on getting into the taco business. Still, he told the Brewers he would think about it.
Joe went to the local grocery store and bought all the ingredients for what he envisioned to be the best taco he could make. But there was one twist—there was no plan of making any tacos in Happy Joe’s location. He was going to invent an amazing taco experience on a pizza!
Joe had a way of rallying people around an idea, and this was no exception. Soon, all Happy Joe’s locations were serving Taco Joe Pizzas, and it was a hit everywhere. It quickly became a newsworthy sensation, further cementing Happy Joe’s reputation for innovation.
Little did Joe know at the time that this creation would cement his name in history as the first entrepreneur to create a taco pizza?”
Joe’s Secret Ingredient
The Worlds Times: What do you believe sets Joe’s Signature Taco Joe Pizza apart from other taco pizzas on the market?
Thomas Sacco replied, “Joe created a taco pizza that tasted incredible, and topped the pizza with fresh lettuce, bright red tomatoes, and seasoned taco chips. This elevated both the look and the taste profile of the pizza to another level. The result was not only delicious but also visually stunning. From that point forward, the Taco Joe Pizza became a sensation.”
A Cult Classic in the Making
The Worlds Times: How has the Taco Joe Pizza contributed to the overall success and cult-like following of Happy Joe’s?
Thomas Sacco replied, “Since then, many restaurants have tried to replicate Joe’s recipe, but nothing can match the original Taco Joe Pizza. Joe later expanded his Mexican-style pizza offerings to include a Taco Supreme Pizza, Nacho Joe, and the Matador. Additionally, Happy Joe’s now sells its own branded taco sauce and specially seasoned chips in grocery stores.
Fast forward to today, and Happy Joe’s boasts over 50 locations, with new ones on the horizon, both domestically and abroad. The Taco Joe Pizza remains the company’s number one seller and has made the Happy Joe’s brand a household name in the areas where they reside.”
Introducing a Unique Pizza
The Worlds Times: Can you discuss any challenges Happy Joe’s faced when initially introducing the Taco Joe Pizza and how those were overcome?
Thomas Sacco replied, “However, the process wasn’t without its challenges. Franchisees had to order new ingredients, and the taco chips and lettuce created quite a mess in the kitchens. Some franchisees were hesitant, citing the extra work and mess. Joe stood firm. He knew this pizza had the potential to be a game-changer for Happy Joe’s.”
Ensuring Consistent Taste
The Worlds Times: How does Happy Joe’s ensure the consistency and quality of the Taco Joe Pizza across all its locations, including franchisees?
Thomas Sacco replied, “As we have grown across the US and around the globe, our recipes, ingredients, and procedures for all core menu items have been memorialized with the advent of the digital world we all conduct business in. Our Franchise Business Coaches (FBC) are in every Happy Joe’s locations, everywhere we have locations, at least four times a year checking, coaching, critiquing, counseling, and complimenting each Head Coach (General Manager) at our Happy Joe’s.”
The Next Big Thing?
The Worlds Times: Can you describe any upcoming innovations or new menu items that might join the ranks of the Taco Joe Pizza in popularity?
Thomas Sacco replied, “Another real winner that we rolled out in 2023 was our Sloppy Joe Pizza. We are becoming very well known for taking our favorite, comfort food, regardless of genealogy, and recreating it in a pizza format. Our Sloppy Joe Pizza was one of the few pizzas that have ever out sold a Taco Joe Pizza.”
The Secret Sauce
Lastly we asked, “How does Happy Joe’s engage with its loyal customer base and cultivate the cult-like following for the Taco Joe Pizza, especially in the age of social media?”
“As the Chief Happiness Officer, I have my personal cell phone and email address on everything so our guests can share ALL their feedback, good, bad, creative, or silly with me.
This communication link has helped create a consistent flowing pipeline of ideas, coupled with the continued input from our Franchisee owners in the US and across the globe, to our Director of Culinary Services, Ashley Balluff and I, to work on all menu ideations. If we look at 10 ideas, we present 1 to our Product Innovation Committee (PIC) for their signoff and approval. Whenever we get that far, we go into a live test mode in our company Happy Joe’s locations to gauge how well or not so well, our guests enjoy the new menu offering, to assess and determine the ease of preparation, or lack thereof, that our team members go through to make a great Happy Joe’s pizza.” Thomas Sacco Concluded
Connect with Thomas Sacco on LinkedIn
Visit Happy Joe’s to learn more about it
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