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Taco Johns® is updating its brand. The Mexican quick service restaurant chain has launched a new tagline, advertising campaign and website urging customers to Unwrap the Original.
Cheyenne, WY (PRWEB) August 19, 2014
With an eye on the future and a nod to the past, Taco Johns® is updating its brand. The Mexican quick service restaurant chain has launched a new tagline, advertising campaign and website urging customers to Unwrap the Original. Its goal is to make the Taco Johns® brand more relevant for Millennials and new markets without alienating current guests.
We found that for many guests, Taco Johns means nostalgia its the Mexican quick serve place they grew up with. But in new markets, guests dont have that type of history, says Jeff Linville, CEO for Taco Johns®. Our research found people love our food once they taste it. And new customers appreciate the fact weve been in business for 45 years.
Taco Johns® surveyed 1,200 quick serve customers nationwide and hosted focus groups in existing markets as well as potential new ones. The restaurant chain discovered the brand needed to be built around the things it does that others dont, such as Potato Olés®, Mexican-inspired wings, hand-made salsa and chips, fresh produce and quality tortillas. Through its history, Taco Johns® has been unapologetic about using real ingredients, not taking shortcuts and doing things a little differently.
This insight led to Unwrap the Original, our new brand position. Unwrap the Original celebrates originality both within the brand and our guests, says Billie Jo Waara, Chief Marketing Officer for Taco Johns®. Its a tribute to owning a style and flavor thats all your own. Even more, its a call to action for guests to unwrap something new and develop a connection with Taco Johns.
With its new brand position, Taco Johns® has updated its packaging, point-of-purchase materials, digital marketing, social media, and TV ads. Unwrap the Original will also be seen as the chain rolls out refreshed uniforms and brand standards, a new restaurant design and new menu items in 2015.
About Taco John's
Taco John's operates and franchises over 400 quick-service restaurants in 25 states. Privately owned, the business opened its first restaurant in 1969 in Cheyenne, WY. Taco John's prides itself on serving generous portions, menu items prepared fresh to your order, high quality ingredients and special recipes, seasonings and sauces. For more information, visit http://www.tacojohns.com.
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