Female Founders: Denise Fenton on Embracing the Entrepreneurial Spirit

By: Franchise Update Media | 2,298 Reads | 6 Shares

Featured in: Franchise Update Magazine: Issue 1, 2025

%3Cp%3E%3Cstrong%3EName%3A%3C%2Fstrong%3E+Denise+Fenton%3Cbr%3E%3Cstrong%3ETitle%3A%3C%2Fstrong%3E+Co-Founder+and+Brand+Director%3Cbr%3E%3Cstrong%3ECompany%3A%3C%2Fstrong%3E+Rusty+Taco%3Cbr%3E%3Cstrong%3ENo.+of+units%3A%3C%2Fstrong%3E+35+%3Cstrong%3EInternational+units%3A%3C%2Fstrong%3E+0%3Cbr%3E%3Cstrong%3EGrowth+plans%3A+%3C%2Fstrong%3ETo+grow+multiple+locations+each+year+and+firmly+establish+Rusty+Taco+as+one+of+the+top+Mexican+fast-casual+restaurants+in+the+country%3Cbr%3E%3Cstrong%3EPublic+or+private%3F%3C%2Fstrong%3E+Private%3Cbr%3E%3Cstrong%3EYear+company+founded%3A%3C%2Fstrong%3E+2010%3Cbr%3E%3Cstrong%3EYear+started+franchising%3A%3C%2Fstrong%3E+2011%3Cbr%3E%3Cstrong%3EYour+years+in+franchising%3A%3C%2Fstrong%3E+13%3C%2Fp%3E%0D%0A%3Cp%3EAs+brand+director+and+co-founder+of+Rusty+Taco%2C+Denise+Fenton+plays+a+pivotal+role+in+preserving+and+expanding+the+legacy+she+and+her+late+husband%2C+Rusty+Fenton%2C+started.+Denise+is+deeply+committed+to+maintaining+the+authenticity+and+community-focused+spirit+that+Rusty+envisioned+when+the+pair+opened+their+first+taco+stand+in+2010.%3C%2Fp%3E%0D%0A%3Cp%3EHer+passion+lies+in+sharing+the+brand%26rsquo%3Bs+rich+history+with+potential+franchisees%2C+helping+them+understand+and+appreciate+the+vision+behind+Rusty+Taco.+Denise+collaborates+closely+with+the+development+team+to+drive+brand+growth+and+recognition+while+ensuring+that+Rusty+Taco+remains+true+to+its+roots.%3C%2Fp%3E%0D%0A%3Cp%3EDenise%26rsquo%3Bs+dedication+to+the+brand+is+reflected+in+her+efforts+to+support+franchise+sales+and+development+processes.+She+actively+engages+with+current+and+prospective+franchisees%2C+offering+guidance+and+inspiration+to+those+interested+in+joining+the+Rusty+Taco+family.+By+sharing+the+brand%26rsquo%3Bs+story%26mdash%3Bwhere+it+started%2C+where+it+stands+today%2C+and+where+it%26rsquo%3Bs+headed%26mdash%3BDenise+continues+to+fulfill+her+dream+of+seeing+Rusty+Taco+flourish+nationwide.%3C%2Fp%3E%0D%0A%3Ch2+dir%3D%22ltr%22%3EBeginnings%3C%2Fh2%3E%0D%0A%3Cp%3E%3Cstrong%3EWhat+inspired+you+to+start+your+business%3F%3C%2Fstrong%3E+Rusty+had+always+dreamed+of+owning+his+own+taco+restaurant%2C+a+place+where+we+could+serve+our+family%2C+friends%2C+and+neighbors+our+favorite+food%2C+tacos.+It+was+important+for+us+to+create+a+welcoming+space+that+felt+like+part+of+the+community.+In+2010%2C+we+opened+our+first+location+and+brought+that+dream+to+life.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EWhat+is+your+background%3F%3C%2Fstrong%3E+I+built+hands-on+experience+in+the+restaurant+industry+through+my+early+20s+before+transitioning+to+wine+sales%2C+gaining+insight+into+the+broader+food+and+beverage+business.+I+met+Rusty+in+1994+when+he+opened+a+Mexican+restaurant%2C+and+the+rest+is+history.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EHow+did+that+prepare+you+for+starting+your+business%3F%3C%2Fstrong%3E+Both+Rusty+and+I+had+deep+connections+to+the+food+and+restaurant+industry.+Rusty+had+extensive+experience%2C+having+been+one+of+the+founders+of+Uncle+Julio%26rsquo%3Bs%2C+and+he+later+worked+as+a+consultant+and+entrepreneur+in+various+start-ups.+Together%2C+we+shared+a+passion+for+food+and+hospitality.+Our+favorite+pastimes+were+watching+cooking+shows+and+daydreaming+about+one+day+owning+a+restaurant+of+our+own.+Those+experiences+and+shared+interests+prepared+us+to+build+something+meaningful+together.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EWhat%26rsquo%3Bs+the+best+and+worst+advice+you+got+when+starting+out%3F%3C%2Fstrong%3E+The+best+advice+we+received+was+to+focus+on+finding+the+right+location+because+a+good+location+can+make+or+break+a+business.+The+worst+advice+we+received+was+to+try+to+offer+everything+to+everyone%2C+which+ultimately+makes+it+difficult+to+build+a+strong%2C+focused+brand.%26nbsp%3B%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EWas+this+your+first+time+in+franchising%3F%3C%2Fstrong%3E+Yes.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EWhy+did+you+choose+to+franchise%3F%3C%2Fstrong%3E+Our+first+location+was+very+successful%2C+and+we+received+interest+from+others+who+wanted+to+bring+Rusty+Taco+to+their+communities.+Franchising+seemed+like+a+natural+next+step+to+help+us+grow+the+business+quickly%2C+so+we+decided+to+pursue+it.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EDid+you+have+a+partner%2Fco-founder+when+you+started%3F%3C%2Fstrong%3E+Yes%2C+we+had+a+business+partner+at+the+time+who+was+instrumental+in+helping+us+get+off+the+ground.%26nbsp%3B%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EHow+important+was+that+in+building+your+company%3F%3C%2Fstrong%3E+Having+a+partner+with+strong+connections+to+potential+investors+was+incredibly+important+and+was+necessary+for+our+growth.+He+provided+us+with+access+to+the+funding+we+needed+to+get+started+and+played+a+key+role+in+organizing+the+business+structures+that+supported+our+early+growth.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EHow+did+you+fund+your+company+at+the+beginning%3F+As+you+grew%3F%3C%2Fstrong%3E+In+the+beginning%2C+we+funded+the+company+through+investors.+As+we+grew%2C+those+relationships+continued+to+be+critical+to+sustaining+and+scaling+the+business.+In+2014%2C+we+sold+a+majority+interest+in+our+brand+to+Buffalo+Wild+Wings%2C+which+then+led+to+becoming+part+of+Inspire+Brands+in+2018.+Both+companies+were+instrumental+in+growing+the+brand+through+both+corporate+and+franchise+growth.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EWhat+were+the+keys+to+funding+your+brand%3F%3C%2Fstrong%3E+The+keys+to+funding+our+brand+were+building+strong+relationships+with+investors+and+having+a+clear+financial+strategy+to+guide+our+growth.%3C%2Fp%3E%0D%0A%3Ch2+dir%3D%22ltr%22%3EThe+Business%3C%2Fh2%3E%0D%0A%3Cp%3E%3Cstrong%3EWhat+has+been+the+best+and+the+hardest+thing+about+being+an+entrepreneur%3F%3C%2Fstrong%3E+The+best+part+of+being+an+entrepreneur+is+having+the+freedom+to+work+for+yourself+and+create+something+meaningful+that+you+truly+believe+in.+The+hardest+part+is+taking+risks+and+not+always+knowing+if+those+risks+will+pay+off.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EHow+has+your+experience+in+running+a+franchise+business+been+different+from+what+you+expected%3F%3C%2Fstrong%3E+Running+a+franchise+business+has+exceeded+my+expectations.+It+has+been+incredibly+rewarding+to+see+so+many+franchisees+believe+in+what+we+started+and+work+so+hard+to+grow+the+brand+in+their+own+communities.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EHow+did+you+grow+the+brand+at+first%3F+What+changed+as+you+expanded%3F%3C%2Fstrong%3E+We+started+by+focusing+on+making+our+first+location+as+successful+as+possible.+Once+that+was+established%2C+we+began+dreaming+bigger+and+looking+for+opportunities+to+expand+through+franchising.+As+we+grew%2C+we+learned+to+adapt+our+operations+and+processes+to+support+a+system+of+franchisees+while+staying+true+to+our+original+vision.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EHow+did+you+transition+from+founding+a+brand+to+leading+a+brand%3F%3C%2Fstrong%3E+The+transition+from+founding+to+leading+the+brand+came+down+to+building+strong+teams+and+surrounding+ourselves+with+people+who+shared+our+vision.+By+focusing+on+the+long-term+future+of+Rusty+Taco%2C+we+were+able+to+step+into+leadership+roles+that+allowed+the+brand+to+grow+and+evolve.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EHow+would+you+describe+your+leadership+style%3F%3C%2Fstrong%3E+I+would+describe+my+leadership+style+as+collaborative.+I+believe+in+building+strong+relationships+and+providing+support+to+my+team+and+our+franchisees+so+that+we+can+all+succeed+together.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EWhat+is+the+key+to+your+company%26rsquo%3Bs+success%3F+%3C%2Fstrong%3EThe+key+to+our+success+is+a+combination+of+great-tasting+tacos%2C+simple+and+efficient+operations%2C+innovation+to+stay+on+top+of+trends%2C+and+an+outstanding+guest+experience+every+time.%3C%2Fp%3E%0D%0A%3Ch2+dir%3D%22ltr%22%3EFemale+Founder%3C%2Fh2%3E%0D%0A%3Cp%3E%3Cstrong%3EWas+being+female+an+advantage+or+disadvantage+for+you+in+building+your+company%3F+How%3F%3C%2Fstrong%3E+Being+a+woman+in+a+male-dominated+industry+has+challenges%2C+but+it+can+also+be+an+advantage.+Often%2C+being+the+only+woman+in+the+room+allows+you+to+stand+out%2C+which+can+draw+positive+attention+to+the+brand.+I%26rsquo%3Bve+also+found+that+my+strength+in+building+relationships+has+been+incredibly+valuable+in+fostering+connections+within+the+industry.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EHave+you+found+specific+advantages+or+disadvantages+to+being+a+woman+business+owner%3F%3C%2Fstrong%3E+One+advantage+is+that+it+can+help+you+stand+out+in+a+male-dominated+industry%2C+creating+unique+opportunities+to+build+relationships+and+bring+a+different+perspective+to+the+table.+At+the+same+time%2C+a+disadvantage+can+be+having+to+work+harder+to+earn+recognition+and+prove+yourself+as+a+capable+leader%2C+especially+in+industries+where+women+are+underrepresented.+However%2C+I%26rsquo%3Bve+found+that+staying+focused%2C+confident%2C+and+committed+to+my+goals+have+helped+me+overcome+any+challenges+along+the+way.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EWhat+has+been+your+biggest+challenge+as+a+woman+entrepreneur%3F%3C%2Fstrong%3E+One+of+the+biggest+challenges+has+been+earning+recognition+as+a+leader+in+an+industry+where+leadership+roles+are+often+dominated+by+men.+It+takes+consistent+effort+to+prove+yourself+and+show+that+you+deserve+a+seat+at+the+table.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EWhy+do+you+think+there+are+fewer+start-ups+with+female+founders+than+male+ones%3F%3C%2Fstrong%3E+I+believe+one+of+the+main+reasons+is+that+women+often+face+greater+challenges+than+men+when+it+comes+to+accessing+critical+resources%2C+such+as+funding+and+mentorship+opportunities.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EWhat+do+you+think+is+the+biggest+issue+for+women+in+the+workplace%3F%3C%2Fstrong%3E+Balancing+professional+responsibilities+with+personal+and+family+life+continues+to+be+one+of+the+most+significant+challenges+for+women+in+the+workplace.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EFrom+your+perspective%2C+what+notable+changes+have+you+seen+for+women+in+franchising+since+starting+your+brand%3F%3C%2Fstrong%3E+Over+the+years%2C+I%26rsquo%3Bve+seen+more+opportunities+for+women+in+franchising+than+in+the+past.+There+are+now+stronger+networks%2C+more+resources%2C+and+more+women+in+executive+leadership+roles+than+when+we+started.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EWhich+female+leaders+do+you+admire%3F+Why%3F%3C%2Fstrong%3E+I+greatly+admire+Sally+Smith%2C+the+former+CEO+of+Buffalo+Wild+Wings.+When+BWW+acquired+a+majority+interest+in+Rusty+Taco+in+2014%2C+I+was+inspired+by+Sally%26rsquo%3Bs+leadership+and+her+commitment+to+building+a+team+that+included+so+many+talented+women.+I+also+admire+Kate+Japson%2C+the+CFO+of+Inspire+Brands.+She+is+approachable%2C+clear%2C+and+highly+respected+in+the+industry.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EHas+mentorship+made+a+difference+in+your+professional+and+personal+life%3F+How%3F%3C%2Fstrong%3E+Yes%2C+mentorship+has+played+a+significant+role+in+my+career.+I+have+had+the+opportunity+to+work+with+incredible+leaders+who+believed+in+me+and+the+vision+for+Rusty+Taco.+Many+professional+relationships+have+turned+into+lifelong+friendships%2C+which+has+been+personally+rewarding.%3C%2Fp%3E%0D%0A%3Ch2+dir%3D%22ltr%22%3ELooking+Ahead%3C%2Fh2%3E%0D%0A%3Cp%3E%3Cstrong%3EWhat+would+you+like+to+achieve+in+the+next+five+years%3F%3C%2Fstrong%3E+I+want+to+see+Rusty+Taco+continue+to+grow+and+strengthen+its+position+as+a+leader+in+the+taco+category.%3C%2Fp%3E%0D%0A%3Cp%3E%3Cstrong%3EWhat%26rsquo%3Bs+coming+up+that+you%26rsquo%3Bre+excited+about%3F%3C%2Fstrong%3E+I%26rsquo%3Bm+excited+about+exploring+innovative+new+taco+flavors+that+will+keep+our+menu+fresh+and+exciting+for+guests.+I%26rsquo%3Bm+also+looking+forward+to+continuing+to+support+our+franchisees+and+helping+them+grow+their+businesses.%3C%2Fp%3E

Published: March 30th, 2025