News
TacoTime turns 50, launches LTO special
January 13, 2010
TacoTime, known for serving fresh, quality Mexican food, is celebrating its 50th anniversary as a quick-service concept.
In celebration of this important milestone, TacoTime restaurants across the country will kick off the year with Crisp Burrito Bites for just $1.99. These mini burrito bites are pint-sized versions of the full-sized famed TacoTime Crisp Burritos and will be available for a limited time, now through May 11. Crisp Burrito Bites will be served as six bites per order, including two pinto bean, two meat and two chicken bites, accompanied by a new chipotle ranch dipping sauce.
Other 50th anniversary products and value pricing will be unveiled throughout the year, including a new commemorative plastic cup serving the large 42-ounce beverages.
"TacoTime is proud to be celebrating 50 years of business, especially considering the current economic climate," said marketing director Jean Smoke. "This is the perfect opportunity to offer our customers the value and quality they expect from TacoTime, while telling the story of our rich history."
Supplier support
In celebration of TacoTime's 50th anniversary, Bagcraft Papercon, Basic American Foods, Bowles Packaging, ConAgra Foods, Food Services of America, Fresca Mexican Foods, Great Lakes Cheese Co., Heinz North America, National Beef Packing Co., Nicholas & Co. Inc. and Solo Cup Co. have all contributed to the brand's marketing efforts.
A comprehensive marketing campaign including television commercials sharing TacoTime's heritage began airing Jan. 13 in most markets. Many of the TacoTime restaurants will engage in local store marketing efforts and events to support the anniversary message. In addition, components like tray liners and balloons will bring the in-store messaging to life.
TacoTime-line
The first TacoTime opened 1960, the result of a dream of Ron Fraedrick, who, like many of his peers, dreamed of owning and operating a successful hometown business. That first walk-up TacoTime restaurant was located adjacent to the University of Oregon.
Fraedrick spent many evenings working on his secret seasoning and hot sauce recipes to develop the perfect taste profile. He would mix and measure just the right amount of spices into a 55-gallon barrel, rolling it around in the parking lot to thoroughly blend all the flavors and then portioning the mixture into paper bags. Later, when Ron opened his second restaurant, he purchased an electric cement mixer to provide mixing muscle.
Fraedrick soon had three local restaurants open, all of them successful. The unique taste and success of TacoTime began to attract interest from other entrepreneurs wanting to duplicate Ron's success. In 1962, just two years after the company's initial debut, the first TacoTime franchise opened in Tacoma, Wash. In 2003, the TacoTime concept was purchased by multiunit franchisor Kahala. The chain now has nearly 400 restaurants operating in the United States and Canada.
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