CO-HOST | Make Money by Giving Customers What They Actually Want

In part four of this five-part series, Travis Chappell and Eric Skwarczynski use Panda Express, vegan tacos, and protein-food substitutes to unpack a practical business truth: customers—not founders—ultimately decide what wins. The conversation explores why Panda Express embraced “American Chinese” food rather than chasing a narrow definition of authenticity, and why businesses often struggle when they try to sell people what they should want instead of delivering an experience they genuinely enjoy.

On this episode we talk about:

• Panda Express’s position as an American Chinese food brand rather than a traditional Chinese restaurant
• Why “authenticity” can be a less useful business metric than customer demand and satisfaction
• The origin and popularity of Panda Express orange chicken
• How Panda Express built a category-defining quick-service restaurant brand
• Why consumers sometimes view brands such as Panda Express, Taco Bell, and In-N-Out as unique food categories—not merely substitutes for a broader cuisine
• The danger of opening a business around what customers “should” want instead of what they repeatedly choose to buy
• Why health-focused concepts can struggle when the taste, value, or overall experience does not meet customer expectations
• The difference between creating a distinct product and imitating an established product category
• Why some protein and plant-based alternatives work while others feel like an unsatisfying compromise
• The importance of honest positioning: make something good on its own terms rather than pretending it is identical to something else

Top 3 Takeaways

1. Let the market decide. Businesses can have a strong point of view, but customers ultimately determine whether a product has demand through their attention, repeat purchases, and willingness to recommend it.
2. Build a category people want to return to. Panda Express succeeds not because everyone considers it traditional Chinese cuisine, but because it has a recognizable taste, convenient format, and a product people actively crave.
3. Do not rely on imitation when differentiation is possible. If a plant-based, protein-focused, or health-conscious product cannot satisfy the expectations created by a familiar category, position it honestly and create an experience customers value for itself.

Notable Quotes

• “I don’t know what authenticity is because there’s so many cuisines out there.”
• “We don’t make that decision. Our guests make that decision.”
• “Panda is a genre of food all to itself.”
• “People have lost a lot of money creating things that people should want.”
• “Just make your own stuff. Don’t try to compete in the same categories.”
• “I don’t cut my steak into the shape of broccoli.”

Connect with Travis Chappell:

• LinkedIn: https://www.linkedin.com/in/travischappell/
• Instagram: https://www.instagram.com/travischappell/
• Website: https://travischappell.com/

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