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