Whiplash Ups the Ante with Mexi RollsŪ at Taco John's
Local menu favorite becomes a system-wide offer
CHEYENNE , WY (February 7, 2007) – Taco John's is now serving up long-time customer favorite Mexi Rolls ® across the entire franchise system. The popular menu item has historically been a strong-seller at a select group of locations, but is now on the menu at Taco John's restaurants across the country.
Mexi Rolls ® are hot, crispy tortillas wrapped around a savory blend of seasoned beef, beans and cheese. With in-store point of purchase materials calling on customers to “Grip ‘em and Dip ‘em,” the Mexi Rolls ® are most often eaten as a finger food and dipped into Taco John's zesty nacho cheese dip. However, forks provide an alternative to those who prefer to eat their tasty Mexi Rolls ® with an equally-effective utensil.
To promote this impressive taste combination, Taco John's has again recruited the infamous spokesmonkey, Whiplash the Cowboy Monkey, to reveal the Mexi Rolls ® to TV audiences. Television spots unveil Whiplash in a dimly lit room surround by a crew of hard-nosed poker players. When called to show his hand, Whiplash slides in a hot plate of Mexi Rolls ® , accompanied by irresistible nacho cheese dip. “He's got four Mexi Rolls ® !” gasps one player. The high roller across the table, carefully watched and protected by a large bodyguard, admits that Whiplash has played a smart and unbeatable hand. Simply put, nothing beats the Mexi Rolls ® .
“It's been a unique challenge to push our monkey friend to new heights with his seemingly limitless talents,” said Chris Preston , executive creative director at Kerker, the advertising agency for Taco John's. “He's played the piano and the guitar, all to promote West-Mex ® favorites, and now we've discovered that he can challenge even top-rated poker players by playing the unmatched hand of hot, crispy Mexi Rolls ® .”
Mexi Rolls ® were originally available only in 4-piece orders. However customers had an appetite for a wider variety of sizes. Reacting to customer demand, Mexi Rolls ® are now offered in three sizes: a 2-piece snack, a 4-piece meal or a 6-piece feast. Taco John's sees this menu offering as the perfect add-on to always popular combo meals or as a sharable treat for bigger groups.
“Mexi Rolls ® have clearly proven to be a customer favorite because they adhere so well to our West-Mex ® promise,” said Brian Dixon , vice president of marketing for Taco John's. “They're a unique, bold-tasting Mexican specialty with special seasonings and our very popular nacho cheese dip that make for an unbeatably satisfying taste.”
Based on past sales history at individual stores, Taco John's expects Mexi Rolls ® to be a top-seller for the entire system.
The print, television and radio advertising campaign begins airing in February and will extend into April. To view Whiplash placing his bet in the TV spot “High Mexi Roller” on our "Now Featuring" page.
About Taco John's
Taco John's operates and franchises 430 quick-service restaurants in 26 states. Independently owned and operated, the business opened its first restaurant in 1969. 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. Through the end of 2006, Taco John's has achieved 11 consecutive years of same store sales increases.
About Kerker
Kerker is a full-service agency providing advertising, public relations, direct marketing and promotion, interactive, design and research for a broad range of local, national and global clients. Kerker clients include Taco John's, 3M, Johnsonville Sausage , Minnesota Zoo, Piper Jaffray, Pure Fishing, Robins, Kaplan, Miller & Ciresi L.L.P., United Sugars, Roundy's Supermarkets, Bremer Financial Corp., Mall of America and the YMCA. For more information about Kerker, visit www.kerker.com. Kerker is a member of Worldwide Partners Inc., the world's largest network of independent marketing and communications firms.
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