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A 15-seat burger joint in Soho wasn’t supposed to become a global brand—but it did, thanks to an irresistible product and a story that couldn’t be ignored. In this episode, Julie Mulligan, CEO & Co-Founder of Black Tap Craft Burgers & Beer, sits down with Robert Reiss, Founder & CEO of The CEO Forum, to unpack how an architect’s mindset built a hospitality engine: precise systems, guest-centric design, and a relentless focus on creating “wow” moments. From winning the New York Wine & Food Festival Burger Bash to engineering the now-iconic “Crazy Shakes,” Julie reveals how craft, visuals, and consistency turn a neighborhood idea into a worldwide staple.

We dive into the essentials of a great burger—fat content, searing heat, one flip, never press—and why these rules matter when training teams across time zones. Julie walks through the strategy behind iconic locations like The Venetian, Downtown Disney, and Marina Bay Sands, showing how global stages amplify word of mouth and social proof. She shares candid leadership lessons on scaling a family-sized crew into a dispersed organization, knowing when to zoom in on details and when to let trust compound.

Julie also introduces Black Tap Singles & Doubles, a fast-casual format built for speed and choice, and Tender Crush, a crispy chicken concept with New York attitude. With all three brands launching at JFK Airport, we explore why airports are the ultimate proving grounds for discovery, operations, and brand love.