Outsmarting a fast-food giant with West-Mex and a monkey to spice up growth.
When Taco John’s faced declining sales and Taco Bell outspending them 50-to-1, we didn’t try to match their media muscle. Instead, we created an entirely new food category called “West-Mex” that leveraged Taco John’s authentic western heritage and signature items like Potato Olés that competitors couldn’t replicate. By positioning the brand as “fresh, bold meat and potatoes Mexican that’ll pick up your taste buds and slap ’em silly,” we gave franchisees a differentiated future beyond price wars and category conventions.
consecutive months of same-store sales growth
sales increase in year one alone
faster growth than Taco Bell despite 50-to-1 spending disadvantage
Outsized competitor. Undersized budget.
Taco John's was losing ground to a competitor spending 50-to-1 against them — and without a distinctive position, consumers had no reason to choose differently. "Dusty" isn't just a perception problem. It's a brand emergency.
West-Mex wasn't a menu. It was a movement.
By inventing an entirely new food category rooted in Taco John's authentic western heritage, we gave consumers — and franchisees — something to believe in. Add a cowboy monkey with genuine stopping power, and suddenly a scrappy regional chain was generating earned media, outsmarting a giant, and stacking 46 consecutive months of sales growth.
