With an eye on the future and a nod to the past, Taco John’s 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 John’s brand more relevant for Millennials and new markets without alienating current guests.

“We found that for many guests, Taco John’s means nostalgia—it’s the Mexican quick-serve place they grew up with. But in new markets, guests don’t have that type of history,” says Jeff Linville, CEO for Taco John’s. “Our research found people love our food once they taste it. And new customers appreciate the fact we’ve been in business for 45 years.”

Taco John’s 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 don’t, such as Potato Olés, Mexican-inspired wings, handmade salsa and chips, fresh produce, and quality tortillas.

“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 John’s. “It’s a tribute to owning a style and flavor that’s all your own. Even more, it’s a call to action for guests to unwrap something new and develop a connection with Taco John’s.”

With its new brand position, Taco John’s 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.