Building a Cult Following: Lessons from HeyTaco

In the noisy world of startups, standing out is tough. But building a loyal, engaged community—a cult following—can be a game-changer. I've learned this firsthand from building HeyTaco. What started as a simple employee recognition tool has grown into a platform used by thousands of teams worldwide, many don't just use HeyTaco but genuinely love it.

A cult following isn't just about having a great product; it's about creating an experience that resonates deeper. From day one, I focused on fostering community and belonging around HeyTaco. I wasn't just offering a tool for employee recognition—I was building a movement that celebrated gratitude and connection in the workplace. This sense of shared purpose has turned users into advocates, transforming HeyTaco from a simple solution into something people want to be a part of, support, and spread within their networks. Here's how I built a cult following—and how you can, too.

Start with a Core Belief

Your brand must embody a core belief that profoundly resonates with people. For HeyTaco, it was not merely about developing another HR tool but about championing a culture of appreciation and enriching the human experience in the workplace. People do not just engage with features—they connect with purpose. Embracing the promotion of gratitude through lighthearted gestures like giving virtual tacos builds this connection and sets HeyTaco apart from other solutions.

This purpose-driven approach became the foundation of a community built on shared values. When people see that a brand stands for something more than transactions, they are more likely to develop an emotional attachment. In my case, HeyTaco didn't just facilitate recognition—it created moments of joy, human connection, and a sense of belonging, ultimately inspiring teams to rally behind my mission.

Lean into Playfulness and Delight

To build a cult following, you must consistently surprise and delight your users. With HeyTaco, I've always prioritized incorporating playfulness into the user experience. From engaging, interactive features to the simple joy of recognizing peers with virtual tacos, HeyTaco offers a functional and fun product. I've even included hidden Easter eggs and playful responses—small surprises that users don't expect but love. These elements create a sense of joy and wonder in the user experience, keeping people highly engaged and delighted. 

Beyond the fun and playful elements, these small surprises create a sense of user anticipation and excitement. When people discover something new or unexpected in a product, it fosters a deeper emotional connection and makes them more likely to share their experience with others. This sense of discovery turns users into advocates who want to share the joy they've found. With HeyTaco, this sense of surprise keeps users engaged and helps build a community of fans who look forward to each interaction, knowing they might stumble upon something delightful.

Let Customers Shape Your Product

One of the most important things I learned at the beginning of my entrepreneurial journey was to gather feedback early and often. Your most loyal followers are those who feel heard. When I launched HeyTaco, I didn't wait for the "perfect" product. I launched early, collected feedback, and kept improving. This allowed me to build a product my customers felt they had a hand in creating. By engaging users in this way, you're not just building a product but a relationship. Customers know they are valued when you're interested in their input, making them feel heard and appreciated.

When I started, the product was called HeyPedro, and virtual beers were given instead of tacos. However, based on feedback (some not so nice), I realized that tacos and the name HeyTaco resonated far more with people than beers and the name HeyPedro. Listening to this feedback and making adjustments helped me build a stronger connection with users and a better product.

Create a Unique Identity

You must stand out through your product and brand's personality to build a cult following. I didn't want HeyTaco to be just another tool in Slack; I wanted it to feel like a natural part of the workspace culture, a tool that enhances peer-to-peer recognition fun and meaningfully. To achieve this, I focused on creating a unique identity for HeyTaco that was fun, vibrant, and centered around appreciation. I didn't just want to be a recognition tool; I wanted tacos to symbolize gratitude in the workplace.

Tacos aren't just a gimmick; they've become a symbol of appreciation. I leaned into this identity hard, even sending authentic "real-life" tacos to people to say thanks. This sense of fun and gratitude has become synonymous with the brand, making HeyTaco memorable and distinct from other recognition tools.

Embrace the Power of Word-of-Mouth

Cult followings don't come from massive marketing budgets—they come from your community's passion. At HeyTaco, a significant amount of the growth came from word-of-mouth. Users love the product so much that they have become advocates. They sell the concept of HeyTaco to their friends, families, and colleagues, which has helped keep my marketing costs near $0. I discovered that you don't need a sales team when your customers sell your product for you.

To complete the gratitude cycle, I often amplify customers by resharing their HeyTaco LinkedIn posts to show appreciation. It's not just about saying, 'Hey, look at us'; it's about showing how HeyTaco impacts real people. When customers feel seen and appreciated, they become your greatest marketing asset. 

Focus on Building Long-Term Relationships

A cult following isn't built overnight. It's about forming long-term relationships with your users. I've always taken a customer-centric approach, focusing on the user experience and embedding their feedback into the core product. This has allowed me to create a product aligned with users' needs and keeps them returning for more. By focusing on building long-term relationships, you're not just gaining customers; you're building a committed community.

Final Thoughts

Building a cult following requires more than a great product; it requires a deep connection with your audience. With HeyTaco, I've learned that this connection comes from playfulness, customer input, brand identity, and long-term relationship-building. If you focus on these elements and let your users shape the journey with you, you'll create customers and passionate advocates for your brand.

Cult followings aren't just for big, flashy companies—they're for startups who dare to put their customers first and create something people love to be a part of.

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