Industry News | April 21, 2006

Taco John’s Introduces Three New West-Mex Creations

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Beginning on May 8th, for a limited time, Taco John’s is offering customers three new chicken sandwiches.

This limited time offer includes three flavors: Bacon Ranch, Fiesta Mayo, and Spicy BBQ. The taste profiles of the sandwiches span a range of spice levels from the milder Bacon Ranch to the fajita-seasoned Fiesta Mayo to the Spicy BBQ. Each chicken sandwich contains a seasoned all-white meat chicken tender fillet, fresh shredded lettuce, and is served in a flatbread.

“Chicken sandwiches are a very popular menu item among consumers,” said Brian Dixon, vice president of marketing for Taco John’s. “But in order to build a loyal following for these sandwiches we know it is important to offer something that is unique. The soft, warm flatbread and the range of flavors, provide an appealing taste sensation that customers will crave.”

"We anticipate our new Chicken Sandwiches to confirm what we heard in research – consumers want bold, fully-flavored products that offer different levels of spice and unique flavors to entertain their taste-buds,” said Dixon. “If it’s boring, we can’t call it West-Mex® and it won’t be on our menu.”

The new Chicken Sandwich roll-out is supported with a full marketing campaign including radio, television, outdoor and point-of-purchase. A new TV spot, “Yippee-Yi Chicken,” follows Whiplash the Cowboy Monkey – the Taco John’s “spokesmonkey” –in his search to the far ends of the earth for great tasting chicken sandwiches. Even though Whiplash crosses the frigid Arctic and the steaming desert, it is only when he pulls into Taco John’s that he is able to find chicken sandwiches that truly earn the West-Mex® stamp of approval.

When the campaign launches, visitors to www.tacojohns.com can view the Yippee-Yi Chicken spot and the custom-built chuck wagon.

“We know that consumers like to see Whiplash in different scenarios and the chuck wagon is a nod to Taco John’s western heritage,” said Chris Preston, executive creative director at Kerker, the advertising agency for Taco John’s. “It’s these new situations that make the spots memorable, which most importantly builds trial for the new West-Mex® Chicken Sandwiches.”

The three new Chicken Sandwiches will be available at Taco John’s participating restaurants beginning May 8th through July 9th. Taco John’s is not yet revealing whether the West-Mex® Chicken Sandwiches will appear in the future as a regular menu item.