Bloomberg Talks — Tony Roma's CEO Talks American Consumers

Date: December 24, 2025
Host/Interviewer: Bloomberg
Guest: Mina Hawk, CEO of Tony Roma’s

Episode Overview

This episode features an in-depth conversation with Mina Hawk, CEO of Tony Roma’s, discussing changing consumer behavior in the restaurant industry, the impact of inflation and beef prices, cost-cutting strategies, technology’s evolving role, and Tony Roma's expansion and brand evolution. With a focus on real-time industry challenges and adaptation strategies, Hawk offers a candid view into how the iconic chain is responding to American consumers’ shifting habits and expectations.

Key Discussion Points & Insights

1. Changing Consumer Behavior Amid Economic Pressures

• Persistent Price Sensitivity: Mina Hawk points out that customer attitudes are heavily influenced by "low confidence and sticky price perceptions" ([00:35]).
• Perceived vs. Actual Value: Despite customer frustration over menu prices, Hawk’s review of four-year sales data shows "a sharp increase" in sales systemwide ([00:56]).
• Adapting Ordering Habits: Customers are adjusting by selecting fewer menu items or waiting for promotional deals ([01:29]).
• Promotional Strategy: Targeted promotions and limited-time offers—implemented at franchisees’ discretion—have driven spikes in demand where used ([01:50]).

2. Navigating Inflation and Beef Price Volatility

• Beef Prices’ Impact: Significant beef price increases (up 15% year-over-year) directly affect a core menu item ([02:32]).
• Reluctance to Raise Prices: Hawk stresses commitment to "keeping pricing quite stable" ([01:50]), and resisting passing costs on to consumers:

  "Our initial reaction is not to pass those differences to consumers. But are we feeling pressure? Yes, we are. The margins are thin." — Mina Hawk ([03:00])

• Supplier Diversification: High costs are pushing Tony Roma’s to analyze operational efficiency, diversify suppliers, and question longstanding practices ([03:00]).

3. Cost Management and Technology Integration

• Labour as a Cost Focus: Labor is identified as the “biggest area of cost,” but jobs are being protected through efficiency over outright layoffs ([04:11]).
• AI & Tech Reforms:

  "Our corporate staff size have reduced drastically. But we are much more efficient due to the technological advancements." — Mina Hawk ([04:11])

• Robotic Servers: Select locations are piloting robotic servers to streamline operations ([04:46]).
• Worker Reallocation, Not Reduction:

  “We’re not shedding employees… but what we are becoming is much more efficient.” — Mina Hawk ([04:46])

4. Expansion Plans and Menu/Brand Strategy

• Active Expansion:
  • Guam: Recently reopened branch, embraced by the local military community ([05:30])
  • Calgary: Plans to reenter due to a resurgence in the local energy sector; projected opening in Q2 2026 ([05:30])
  • Asia Pacific and Middle East: Ongoing and planned growth in these regions ([05:30])
• Brand Heritage vs. Modernization:
  • Emphasis on preserving core identity:

    "We are not… changing our logo, our brand palette, because that's how our customers identify with us." — Mina Hawk ([06:33])

  • Internal modernization focuses on operations and experience, not visible branding ([06:33])

Notable Quotes

• On Not Passing Costs to Consumers:

  “Our initial reaction is not to pass those difference to consumers. But are we feeling pressure? Yes, we are. The margins are thin.”
  — Mina Hawk ([03:00])

• On the Role of Technology:

  "Our corporate staff size have reduced drastically. But we are much more efficient due to the technological advancements."
  — Mina Hawk ([04:11])

• On Efficiency, Not Layoffs:

  “We’re not shedding employees… But what we are becoming is much more efficient."
  — Mina Hawk ([04:46])

• On Brand Evolution:

  "We are not...changing our logo, our brand palette, because that's how our customers identify with us."
  — Mina Hawk ([06:33])

Key Timestamps

• 00:35 – CEO Mina Hawk joins, outlines consumer perceptions
• 00:56 – Hawk on sales data and price-related frustrations
• 01:50 – Pricing strategies: stability, promos, and impact
• 02:32 – Host addresses beef price increases; Hawk’s take on cost absorption
• 03:00 – Discussion of supply chain and margin pressures
• 04:11 – Technology and labor efficiency: use of AI, reduced corporate staff
• 04:46 – Clarification on use of robotics and staff reallocation
• 05:30 – Expansion plans: Guam, Calgary, Asia-Pacific, Middle East
• 06:33 – Brand legacy vs. modernization approach

Memorable Moment

• Holiday Commitment: The interview takes place on Christmas Eve, conveying both the CEO’s and the brand’s close engagement with the consumer community and openness, even on holidays ([00:56], [06:48]).

Tone

The conversation is candid, pragmatic, and forward-looking. Mina Hawk balances respect for brand tradition with a clear-eyed approach to operational adaptation and international growth, reflecting both the warmth of a legacy brand and the business rigor of modern restaurant leadership.