Taco John’s uniquely spicy food profile was the key differentiating factor among its competition, and garnered remarkable customer loyalty throughout its upper-midwestern 200-store chain. But the success and growth of the franchised enterprise was at a standstill due to 20-year old modular facilities, and an identity that featured a character that research revealed was seen as somewhat racially insensitive.

A new brand identity was developed that displayed a more mainstream, friendly and welcoming “John” character, while reinforcing the spicy menu with fiery colors and typography. A powerful and cost effective exterior building environment was created by focusing the bulk of the capital expenditure on architectural “brand carriers” that could be easily retrofitted to existing buildings.

In addition, a range of colorful and strongly branded alternative delivery points such as kiosks and limited-menu express drive-thru facilities were developed to fulfill specific market opportunities.

The transformation resulted in same store sales jumping 32% on average, and a doubling of store locations.