Ep. 539 - Taco Johns COO Jackie Secor - Why Emotional Strength Now Outperforms Expertise

Ever feel like you’re stuck fixing fires instead of building teams that actually thrive? Imagine stepping into a legacy brand, mobilizing hundreds of operators, and transforming your culture from confused to unbeatable, all while modernizing for the future.

In this episode, Cameron Herold gets real with Jackie Secor, COO of Taco John’s. She’s a 25-year franchise and operations veteran who reveals how trust, creativity, and emotional intelligence drive relentless brand loyalty and profit. They dive deep into promoting insiders, learning from the front line, fighting standardization chaos, and using AI to cut real problems, not just hype.

If you’re tired of leadership fluff and want the actual proven moves great COOs use to build legendary teams, this episode is your advantage. Press play right now if you want to stop the pain of high turnover, poor culture, or outdated systems and get the inside story you’ll never hear anywhere else.

Timestamped Highlights

[00:00] – Why problem-dropping is forbidden in Jackie’s office

[03:01] – The unexpected challenges facing any new COO in a legacy brand

[04:06] – Why the right network beats experience every time

[07:42] – Jaw-dropping fix: How she clawed back operational standardization

[09:21] – The hidden dangers of outsourced audits (and how Jackie reversed them)

[13:30] – How stretch assignments reveal real leaders, not just performers

[15:04] – Emotional intelligence: The operator’s secret weapon

[17:42] – How Jackie coaches Gen Z talent when they want the corner office—now

[20:03] – The shocking empathy learned on the franchisee side

[25:41] – Standardizing the most controversial taco technique: meat on bottom or side?!

[29:13] – Multi-generation success—how Taco John’s beats the odds other brands can’t

[32:03] – Are robots and AI the real next move, or total overkill?

[36:03] – Why “get back to basics” wins versus flashy ideas every time

[37:46] – The one job in the restaurant nobody envies (and why it matters for culture)

[43:31] – Redefining quality and value, even as giants like Chipotle pivot fast

[44:04] – Why every franchisor MUST run their own locations for credibility

[45:56] – The advice Jackie wishes she got at 21 (and warns every young COO today)

About the Guest

Jackie Secor is the Chief Operating Officer at Taco John’s, a fast-growing, family-owned restaurant brand with a passionate multi-generation franchise base. With over 25 years’ experience across both franchisee and franchisor sides, including at Auntie Anne’s, she’s renowned for building high-performance teams, driving operational turnarounds, and modernizing legacy operations through creativity and emotional intelligence.

🔗LinkedIn | Website

Mentioned Resources

1. Auntie Anne’s
2. GO To Foods
3. International Franchise Association (IFA)
4. Heather Neary (Taco John’s CEO)
5. Presto AI
6. Chipotle
7. 1-800-GOT-JUNK
8. Starbucks USA
9. Sprint acquired by T-Mobile

Important Links

1. Connect with Cameron: Website | LinkedIn
2. Explore the COO Alliance - The World’s Leading Community for Seconds in Command
3. Get Cameron’s book: Second in Command: Unleash the Power of Your COO Book
4. Take his course: Invest In Your Leaders Online Course (Use promo code PODCAST10 before the end of the month for 10% off)
5. Chat or video call with AI Cameron via Delphi

The Second in Command Podcast is an original production hosted by Cameron Herold. Brought to you by COO Alliance. Production and editing by Podcast Your Brand.