This Taco John's restaurant is 30 years old this year. During that time, we've gone through many updates, but nothing ever this extensive. We've put a fresh face on everything from our building design to our food, said store owner Bryon Itterman.

Today, Itterman was joined by Pierre Mayor Dennis Eisnach and executives from Taco John's International at the Taco John's store on Sioux Ave. in Pierre, South Dakota, and specifically the Pierre store, is on the leading edge of more than 400 Taco John's restaurants in 23 other states, Itterman said. In the short time the restaurant has been open since the remodeling, we have become a showcase location by bringing other franchise owners to Pierre for a first-hand look. But first and foremost, we've done this for our customers here in Pierre.

Itterman, from Aberdeen, owns five Taco John's stores in South Dakota. There are 37 Taco John's stores in 28 South Dakota cities.

Paul Fisherkeller, president and CEO of Taco John's International, Inc., Cheyenne, Wyo., said, South Dakota is bread-and-butter state for our company. Many of the people associated with us have South Dakota roots. Bryon Itterman continues to demonstrate his leadership in the Taco John's family by being the very first franchisee to remodel one of his stores to incorporate the new look of Taco John's. Other franchise owners here in South Dakota and across the country will look to Bryon and the Pierre store as they begin to move forward with their own re-image projects.

A company-owned store in Cheyenne that served as a prototype for the new design is the only other store with this new look. According to Fisherkeller, early customer research has shown the new Taco John's store design to be well-received by customers. The franchise is exploring preliminary plans to extend the re-image program nationwide.

The re-imaging program focuses on the environment of Taco John's restaurants to reflect the excellent quality Taco John's customers have come to expect. Along with the new, colorful design of the restaurants, Taco John's is also adding some new, more authentic Mexican menu items on a test basis, including a Mexican shredded beef quesadilla, grilled burritos, a shredded beef softshell taco and new salads, Fisherkeller said.

Nationally, Taco John's is building a niche between generic Mexican fast food and the emerging fresh-Mex restaurants.

When people think of Taco John's we want them to think of freshly prepared, high-quality and more authentic Mexican food served in generous portions in a comfortable, casual environment, Fisherkeller said. Today's consumer is more interested in quality and willing to pay a little bit more for it. We provide our customers with more than the generic taco, hot dog or burger-and-fries experience that is so prevalent in today's market.

The first Taco John's store opened in Cheyenne in 1969. 2004 marks the 35^th anniversary of the national restaurant chain.

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