"We are putting a fresh face on everything from our building design to our food in order to position ourselves for continued growth in a market filled with generic Mexican fast-food and emerging ‘fresh-Mex' quick-serve restaurants," said Paul Fisherkeller, president and CEO of Taco John's International, Inc.

The first store to incorporate the new imaging program is in Cheyenne, Wyoming, corporate headquarters for the growing quick-serve Mexican franchise. "The Pershing Boulevard store is our launching point into the re-image program," said Fisherkeller. "This location is the benchmark restaurant incorporating all the new elements of Taco John's."

The re-imaging program is expected to extend franchise-wide in upcoming years as Taco John's continues to grow in store locations and sales volume.

According to Brian Dixon, vice president for marketing for Taco John's, the fresh image includes a stronger, new logo integrating the signature Taco John's character to create a traditional touch to the new image.

"We want to build on the heritage of Taco John's by preserving some of our earlier design elements and smoothly blend them with the new," said Dixon.

The re-imaging program focuses on the environment of Taco John's restaurants to reflect the high-quality, great-tasting, freshly prepared food its customers have come to expect, Dixon said. 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.

"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 will provide our customers more than the generic taco, hot dog or burger-and-fries experience that is so prevalent in today's market."

Taco John's is building a niche between generic Mexican fast food and the emerging "fresh-Mex" restaurants. Not only are Taco John's new imaging efforts a significant attraction for guests of the quick-serve chain, but also for present and future franchisees.

The interior and exterior designs for the re-imaged Taco John's restaurants were created by Juerg Schmid and Kathy Diamond of Kathy Diamond Design Associates, with offices in Scottsdale, Arizona, and Bath, Ohio.
 
Taco John's operates and franchises more than 400 Mexican quick-service restaurants in 24 states.  The business opened its first store in Cheyenne in 1969. 2004 will mark the 35^th anniversary for Taco John's.

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