A whole lot of Mexican at Taco John's

Cheyenne, Wyomingbased Taco John is methodically expanding by building its core territory, focusing its niche on quick service fresh-Mex, and engineering franchising development deals with multi-unit owners of other q.s.r. brands.

Paul Fisherkeller, president and c.e.o. of the 440-unit chain, 11 of which are company-owned, says Taco John's is targeting its core territory, which includes secondary

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"Our goal is to be the number one regional chain in the quick service, fresh Mexican category," he says, acknowledging that these concentrated growth efforts will maximize the efficiency of the company's advertising efforts.

While the 31-year-old company was founded on the backs of single-unit franchisees, company officials recognize that the way to get the brand in front of as many consumers as possible is to partner with operators who already have quick-service portfolios and who are looking for another growth vehicle. More than 100 stores are scheduled for development over the next three years in area development agreements. Fisherkeller expects growth to continue at 10 to 12 percent per year over the next five years.