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bartaco Receives MURTEC Breakthrough Award

At MURTEC Executive Summit, the fast-casual taco chain was recognized for its “on-demand hospitality” model, powered by OneDine’s innovative ordering platform.

At last week’s MURTEC Executive Summit, hosted by Hospitality Technology, Scott Lawton, Co-Founder and CEO of bartaco, accepted the 2022 MURTEC Breakthrough Award - Enterprise Innovator on behalf of the bartaco brand. 

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a group of people standing next to a sign
bartaco's Scott Lawton, middle, accepts the MURTEC Breakthrough Award. Pictured left is Courtney Radke, Retail CISO, Fortinet, and far right, Hospitality Technology's Anna Wolfe.

The MURTEC Breakthrough Awards honor restaurant companies that have demonstrated outstanding vision and achievement in operational and guest-facing technologies. 

At the fast-casual taco chain serving upscale street food, customers use QR codes to place orders. This contactless ordering technology was developed by OneDine  and is being used in all bartaco locations. This “on-demand hospitality” model increases the overall customer experience and allows employees to focus on the guest experience and creating memorable brand affinity. The OneDine technology, in conjunction with the passion and dedication of the bartaco team, was to thank in the receipt of this award. 

“This is an incredible honor for our brand and for our team,” says Scott Lawton, Co-Founder and CEO at bartaco. “We have been able to leverage technology to create an even more human experience. The partnership with OneDine has allowed us to craft this technology to perfectly fit the brand and our values. Since we have launched with the 'on-demand hospitality' initiative, OneDine has felt like a part of the bartaco team.”

Innovator Helped bartaco Stand Up On-Demand Service Model

“We couldn’t be more excited for our partners at bartaco,” says Rom Krupp, Founder and CEO at OneDine. “The bartaco experience truly embraces what our mission is at OneDine – true guest control of their visit. We are honored that this mission and its embodiment at bartaco was recognized by Hospitality Technology at their MURTEC Executive Summit.” 

Sponsored by Fortinet, the MURTEC Breakthrough Awards were presented Nov. 4 at the MURTEC Executive Summit in Napa, Calif.  bartaco was one of three brands recognized at MURTEC Executive Summit.  Taco Bell and its franchisee Border Foods was recognized as the Customer Engagement Innovator for its Defy location, and Checkers and Rally’s  was recognized as the QSR Enterprise Innovator. All three brands will be profiled in the coming weeks on Hospitality Technology.

The “on-demand hospitality” model allows guests to sit at a table, scan a QR code, and immediately begin ordering. At the end of the meal, guests can pay their check using their phone. This shift in business model has resulted in higher employee retention and satisfaction, increased revenues, and decreased costs.

OneDine a comprehensive digital dining and commerce solution for ordering, secure payment, and guest intelligence. Its handheld devices and mobile interfaces augment service and staffing, ensure payment compliance and greatly increase unit economics. OneDine is developed in Plano, Texas, by innovators with decades of experience in the hospitality industry. To learn more, visit or connect on InstagramFacebook, and LinkedIn.

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