Don’t Let the Dinner Hour Fizzle, Taco John’s

With savory West-Mex� flavor, Taco John’s fires up to sell not only the sizzle, but also the steak and the chicken for its newest menu offerings, Grilled Fajitas. The chain’s answer to casual dining’s more expensive grilled fajitas will soon be available at quick service prices�and speed�at Taco John’s locations. Whiplash the Cowboy Monkey returns in the sixth installment of his episodic adventures by coming to the rescue of a Taco John’s customer who is found outside his home, anxiously awaiting the real Grilled Fajitas to impress his significant other. Minneapolis agency Kerker created the spot, which will begin airing February 28th in most markets.

The new spot opens with Whiplash and his canine buddy, Ben, racing across an open field with saddlebags sizzling with a grilled “build-it-yourself” fiesta. He delivers the new Grilled Fajitas with ample portions of fixings: green peppers, onions, cheese, beans, rice, pico de gallo, lettuce, sour cream and warm soft-shell flour tortillas. The product breaks-out of the lunch setting to capture a share of the dinnertime, “pick-up quick” take-home market. According to Chris Preston, executive creative director for Kerker, “Whiplash has come to represent Taco John’s passion for serving up West Mex� menu items with bold flavors and spirited attitude. In fact, when it comes to bold and spirited, leave it to a Capuchin monkey.” Grilled Fajitas open up the field of competition for the chain by providing a stronger position in its dinnertime category. Additionally, Taco John’s is counting on attracting new customers who never thought they could find real fajitas outside of a sit-down, casual restaurant. Beyond the media advertising, a heavy emphasis is being placed on driving trial through local store marketing, customer incentives like Friday Fajita Fiestas, product punch cards and sampling.

“The New Grilled Fajitas builds on the success we’ve achieved the past two years with our other grilled menu items,” said Taco John’s Vice President of Marketing, Brian Dixon. “We’re delighted with feedback from customers who tested the products and raved that now they could get real�not flavored�fajitas at a fast-food price.” Paul Fisherkeller, president of Taco John’s, commented that the customers who purchased Grilled Fajitas during the introductory trial responded to in-store customer evaluations with high ratings, and by expressing their intent to purchase again. The antics of Whiplash and Ben continue to surprise and delight audiences. In Taco John’s restaurants, materials proclaim that products are “Whiplash approved.” Employees also hand-out stickers to Whiplash fans, young and old.

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 celebrated its 35th anniversary in 2004. 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. For more information, visit our web site at www.tacojohns.com.

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