Taco Mayo Reveals Continuous Upgrades With Fresh Image, New Products

The Taco Mayo Mexican restaurant chain reports great success with its recent upgrades including a new logo, fresh imaging, new product introductions and an updated prototype building design. A new positioning statement, "An Attitude for Great Mexican Food�," and a new campaign slogan "Move it to the Mayo," are the prevalent themes behind these changes according to Randy Earhart, chief executive officer of the Oklahoma City-based company.

Taco Mayo has now converted restaurants into the newly designed prototype in several Oklahoma City metro locations, Edmond, Pryor, Catoosa, Durant, Tahlequah, Broken Arrow, Shawnee, McAlester, El Reno, Yukon, Chickasha, and Lawton.

Maintaining its proactive approach, Taco Mayo has scheduled a slate of additional remodels. Several more locations are projected to receive the upgrade by year's end.

"We're also hoping to move the expansion and remodeling to neighboring states � especially Kansas and Missouri. The Wichita and Springfield areas offer tremendous potential for growth, and we think the new design and fresh grilled menu items, including flame-broiled nachos, would really suit those markets," Earhart said.

The new building design involves exciting, exterior and interior modifications using the new logo and a unique blending of pop style and authentic design to give the overall facility a colorful, fun, and festive Mexican look.

The exterior look includes use of red accent lights, purple corrugated awnings and purple neon touches to create the contemporary look. The architecture, with its grand facades painted in a weathered finish terra cotta set against an antiqued finish light olive background paint, gives the structure an authentic old Mexico look. The interior details are also far from the traditional fast food look. As with the exterior, the interior exudes a fun, festive look and feel. The interior design elements include a tasteful arrangement of exposed round metal ducts painted in southwest pastel colors, colorful patio style lighting strands draped from the rafters, and multi-colored fans all set against an exposed open ceiling. The interior wall treatments are stucco with an antique finish, unfinished corrugated metal, and numerous dry-brushed wall murals.

"We believe our new design creates a look that exudes a fun, festive and inviting atmosphere and makes a statement about who we are and what we offer. We want the guest experience to touch all of the senses, especially taste!" states Kurt Dinnes, president of Taco Mayo.

Richard Bruton, Taco Mayo's largest franchisee, has been a Taco Mayo franchisee for 25 years with twelve Taco Mayo restaurants across Oklahoma, Texas and Arkansas. He was the first franchisee in the system to follow suit with the opening of his redesigned McAlester, OK unit in late February 2002. Bruton said, "I've been in this business a long time, and the new look and fresh-grilled products are the most exciting developments I've seen. We are experiencing significant sales growth." In addition to the new logo and store renovations, much of the positive sales trends should be credited to the impact of the latest product line. "We have been very pleased with the trial of our newest products," Earhart said.

Taco Mayo is promoting the new size and price of its frozen tropical drinks called Chillers�, with three flavors including Strawberry Daiquiri, Pina Colada.

In addition to these products, Taco Mayo has introduced several exciting products. These products include fresh-broiled nachos, made with fresh melted cheddar and Monterey jack cheese, available at all locations. Several varieties are offered including the Acapulco Nacho� with fajita chicken or steak, the El Grande Nacho� with beef or chicken, the Gringo Nacho� with cheddar cheese. Taco Mayo continues to offer its original Classic Nacho Supreme� with either beef or chicken.

To further enhance the inside dining experience, Taco Mayo has implemented a freestanding salsa bar as a special feature of every store. These self-serve bars contain a variety of fresh-made pico de gallo, fresh-made salsa, salsa verde, and other chilled condiments.

"Several other exciting menu extensions and product enhancements will follow as we continue to develop our menu strategy," says Earhart.

With the newly designed "fun, festive" look and fresh menu items, Taco Mayo appears to be poised for expansion further into the Mid-western region.

"The updated logo, fresh imaging and exciting restaurant design is something we've devoted considerable time and resources in developing to ‘contemporize' Taco Mayo," says Dinnes. "We are excited about the response we've had not only from our existing customers, but from our new customers as well. In short, the changes we are making will help position our brand to continue to grow as a strong regional player in our segment." Taco Mayo is a 88 unit, privately held quick-service Mexican restaurant chain based out of Oklahoma City. With over 29 years in the business, Taco Mayo's restaurant chain now extends across the Midwest including Texas, Kansas, Arkansas, and Missouri, as well as Oklahoma.

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