Bureau of Digital is a community of over 1,400 members — digital agency owners, operators, and practitioners — built on the belief that people in this industry do better when they support each other. Founded in 2012, it has grown to 20,000 alumni who exchange knowledge and encouragement through Slack. When HeyTaco arrived, it gave the community a new language for appreciation.
A GIF that started it all
The adoption story starts with a GIF of raining tacos. Someone shared it in Slack, the community lit up, and within one month over 230 members were distributing tacos — doubling initial participation. What the growth showed wasn't just enthusiasm for a new tool. It showed how hungry the community was for a simple, fun way to recognize each other.
"Seeing the engagement grow so quickly shows how much people enjoy it."
Carl Smith, Founder of Bureau of DigitalCarl was clear that the recognition reflects genuine community appreciation — not favoritism. The tacos go where they're earned.
Taco Tuesday
The Bureau established Taco Tuesday as a beloved weekly ritual. Team member Meredith kicks off every Tuesday by thanking a community member — often setting off a cascade of recognition that spreads across channels. The community eventually requested expansion into additional Slack spaces, spreading tacos throughout every corner of their digital home.
Member of the Month and the BAD Award
Taco counts do real work at Bureau of Digital. Monthly tallies determine the Member of the Month award — recent winner Lori Rice received 50 tacos, the highest count ever recorded. These monthly recognitions feed into something bigger: the BAD Award (Bureau Award of Dedication), an annual honor recognizing exceptional contributions to the community. Previous recipient Cathy Atkins received what the Bureau describes as "a crystal award that, let's be honest, is pretty hefty."
What's next
Bureau of Digital is exploring ways to bring recognition into physical spaces at upcoming events — extending the momentum beyond Slack and into the in-person gatherings that have always been at the community's heart.