Industry News | April 27, 2010

Taco Cabana Is Obsessed

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Taco Cabana is recommitting to its obsession for making great-tasting Mexican food. Established more than 30 years ago as a taco stand in San Antonio, Taco Cabana will demonstrate its recommitment through restaurant enhancements, new menu offerings, and the introduction of a new advertising campaign.

“The ultimate goal is to provide guests with a high-quality Mexican food experience at a fair price,” says Taco Cabana chief marketing officer, Todd Coerver. Guests will experience a more contemporary restaurant presentation in the form of new packaging, streamlined in-store menu signage, and counter displays. The company is also focused on the introduction of new offerings like a Happy Hour program and the hickory-smoked Brisket Taco.

Just in time for Cinco de Mayo, Taco Cabana is launching a daily Happy Hour offering during specified hours, Monday through Friday. Guests can enjoy half-price nachos and $1.50 select beers and margaritas while relaxing on Taco Cabana’s trademark patio.

The new Brisket Taco is in stores for a limited time only. The Brisket Taco—a hickory-smoked, hand-shredded brisket in a freshly made tortilla with a BBQ sauce or salsa of choice on the side—is the first of numerous product introductions planned for 2010 and beyond. “The Brisket Taco highlights our focus on providing our guests unique and inspired flavors from Mexico and Texas. And we’re very excited at the reviews our Brisket Taco has received during some of the sampling we’ve done at local events,” Coerver says.

Beginning May 3, Taco Cabana will communicate its obsession through the launch of a new advertising campaign, featuring real cooks from Taco Cabana. Take Leonor Segura at store No. 198, who for over 15 years has added her personal touch in the Taco Cabana kitchen. She and several other cooks will be featured in a series of commercials that proclaim, “Taco Cabana. Making great-tasting Mexican food is our obsession.”

“This campaign is about showcasing our cooks in the kitchen, who with great effort and care, prepare our food by hand,” Coerver says. “Every day, they are hand-rolling our flautas and enchiladas, roasting tomatoes and jalapeños for our Salsa de Fuego, and hand-cutting and grilling our fajitas over an open flame. They are the heart and soul of Taco Cabana, and we are proud to tell the story of their obsession.”

“Taco Cabana guests are obsessed with eating great-tasting Mexican food, and we are obsessed with making it for them. It’s this relationship that we want to celebrate by recommitting to the core values that make our dining experience special,” Coerver says.