Taco John’s Launches “The Fresh Taste of West-Mex®”

Mexican Chain Defines New Brand Positioning through Fresh, Bold Flavors

CHEYENNE, WY (Monday, June 27, 2005) - Staking a bold claim on its position as a unique fast food offering in the marketplace, Taco John’s announces the launch of its West-Mex® positioning.

“As we grow, West-Mex® provides Taco John’s with added strength, focus and power. Consumers are raising their expectations and we’ve become that much more intense in our desire to fulfill these expectations,” said Paul Fisherkeller, president of Taco John’s. “Our research shows that West-Mex® resonates extremely well with our customers and their feelings about who Taco John’s is and who we have been. West-Mex® is what we have always been. Now we’ve taken on the name as a reminder that we’re something different and something better.”

West-Mex® is described as a style of food that makes customers’ mouths water. Taco John’s one-of-a-kind recipes combine hearty helpings of seasoned meats, crisp Potato Olés® and tangy cheeses with fresh-made Mexican specialties like burritos, tacos and fajitas topped off with smoky sauces and zesty salsas. The restaurant’s menu items are unique compared to others in the industry and the Cheyenne-based restaurant continues to define a category that’s distinctly its own.

“West-Mex® is all about an attitude of originality and quality no other fast food restaurant can match,” said Brian Dixon, vice president of marketing. “It is our intention to be spirited and fresh - the perfect balance of hometown hospitality and the warmth of a Mexican fiesta. This is our customer commitment and it can only be found at Taco John’s.”

The launch of West-Mex® also is reflected in the updated Taco John’s theme line, which has changed from “A Whole Lot of Mexican” to “The Fresh Taste of West-Mex®.”

Taco John’s communications are being strongly “West-Mexified.” The advertising communicates that Taco John’s is the choice for those who want their fast food Mexican with a unique West-Mex® flair. Continuing to deliver the West-Mex® message is Whiplash the Cowboy Monkey. With the help of Whiplash, Taco John’s advertising turns customer food cravings into mini dramas, which are solved in each episode by the West-Mex™ menu item that is currently being promoted.

The move to West-Mex® comes at a time when Taco John’s is experiencing strong sales growth in its key markets. West-Mex® is intended to help the company continue its progress. Components include newly updated packaging, new television and radio commercials, and new in-store display materials. Importantly, Taco John’s units are beginning to implement a new West-Mex™ design and new employee uniforms. Before the end of July, all Taco John’s employees will be instructed in the “Spirit of West-Mex®” service, being introduced at the chain’s system-wide “Managers’ Event” in Minneapolis.

Taco John’s operates and franchises more than 400 quick-service restaurants in 27 states. Independently owned and operated, the business opened its first restaurant in 1969. Taco John’s prides itself on serving generous portions, menu items prepared fresh to your order, high quality ingredients, and special West-Mex™ recipes, seasonings and sauces. In 2004, Taco John's achieved over 11% same store sales growth.

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