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Table of Contents
Professional Bios……………………………….…………………………………………………2
Case Description…………………………………………………………………………………..5
Research Plan…………………………………………………………………………………….10
Content Analysis…………………………………………………………………………………14
Analysis…………………………………………………………………………………………..16
Survey………………………………………………………………………………………...….23
Calendar………………………………………………………………………………………….25
Budget……………………………………………………………………………………………26
Messages, Strategies, Tactics………………………………………………………………..…..29
Copy Material……………………………………………………………………………………32
Summary…………………………………………………………………………………………40
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Chloe Hildeman
Chloe Hildeman is a senior Public Relations and Advertising
major at Central Washington University. Starting in 2013, she
has served on the executive board for CWU’s largest student-run
organization, the Residence Hall Association (RHA). Hildeman
served as the Secretary from February 2013 to June 2014, where
she took minutes at all official meetings and lead a committee based in programming
events and recreation around campus. She currently serves as the President. Her duties
here include serving as the organization’s chair, facilitating campus-wide programs and
events, manages all of the organization's social media profiles (Twitter, Instagram, Pinterest).
She also facilitated promotional and recruitment plan, which included conducting research,
surveys and application.
In addition to RHA, Hildeman has contributed to the CWU campus community through
her work as a Junior Account Executive at Central Communication Agency. Here, she worked in
a team of four for national client Brian Basilico and helped facilitate a campaign based around
promoting Basilico’s website and teaching program. Hildeman was also responsible for tasks
relating to client success including but not limited to: client research, campaign planning and the
creation and distribution of promotional material
From June 2014 to November 2014, Hildeman worked as an Intern at Seattle-based clothing
retailer Afrobeatnik. Here she gained experience through managing and producing content for
brand's social media accounts, including Facebook, Twitter, Pinterest and Tumblr. She also
wrote and produced content for features stories. Additionally, she helped facilitate creation of
company newsletter and advertising campaign plan.
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Hannah Kradenpoth
Hannah is currently studying Public Relations,
Advertising, and event planning at Central Washington
University.
From June 2007 to present Hannah has worked as Head
Wrangler and Camp Director at The Fall City Pony Farm
aka Party Ponies. Duties included general office work,
updating social media pages as well as the website,
planning and hosting events, managing employees, planning and running summer camps, as well
as working face to face with clients.
From September 2012 to present Hannah has been employed aa an office assistant in the Student
Union Scheduling Center at Central Washington University. In this position duties include
answer phone, make copies, send faxes and mail, greet and help clients, and schedule non-
academic events across campus.
Lastly, during winter of 2013 Hannah worked as an intern for the 6th Annual Winter Wedding
and Event Expo at Central. As an intern Hannah contacted vendors, created vendor sponsors,
worked with the Publicity center to create ads, setup and took down event, created event décor,
worked with vendors to make sure the event ran smoothly. From start to finish Hannah oversaw
everything.
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Jonece Tallant
Since the fall of 2012, Jonece has served as a resident assistant
for CWU University Housing and New Student Programs in
Ellensburg, WA.Through this, she was responsible for
developing community through programs based on the needs
of the community while serving as the advisor to the Residence
Hall Leadership Council. She has experience with crisis
response and emergency intervention. She also has had administrative duties including
occupancy management, facilities, maintenance and conduct processes. In this position, she has
fiscal and budget training and responsibility.
Since the fall of 2014, Jonece has served as the Associate Director of Human Resources
for the Central Communication Agency in Ellensburg, WA. Through this, her responsibilities
include: Processing team time sheets, memos, and book reports, deliver and track student strikes
with “3-Strike Policy”, and tracking student success with faculty advisor.As a Junior Account
Executive for Central Communication Agency in the spring of 2014 she worked under an
account executive in a team of 2-6 and was responsible for tasks relating to client success
including but not limited to: market research, client research, and website design.
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Case Description
The Client
In 1960, the first Taco Time was opened by Robert Fraedrick in Eugene, Oregon, just outside of
the University of Oregon. Soon after, Fraedrick was opening his second and third restaurants.
One of his business acquaintances enjoyed the food and the restaurant so much that he and
Fraedrick joined together to make the Taco Time franchise in Western Washington, starting with
the first store in Tacoma, Washington. This was in 1962, just two years after the first restaurant
opened. Within the next ten years, there were 48 franchised restaurants in the seven Western
states. In 1978, Taco Time became international when a store opened in Alberta, Canada. Now
there are over 300 stores in the United States and Canada.
Taco Time is considered a healthier option while still tasting good when it comes to fast
food. They are also known for using locally grown ingredients. This is one of their strengths.
Another is that they are committed to minimizing their carbon footprint. They do this by using
compostable materials and urge their supplies to do the same. They also give back to the local
communities and support over 300 Washington charities.
The Product, Service, or Issue
The main product is their food. Taco Time is a Mexican food restaurant that is often
compared to Taco Bell. By using local ingredients that don’t have to be moved long distances,
Taco Time does have healthier options. They are also moderately priced. They aren’t the most
expensive yet they also aren’t the cheapest. This works as an advantage because people are more
likely to visit, as opposed to a more expensive restaurants that people would only visit every
once in a while.
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Competition
We are focusing on eight Taco Time locations within the northwest; Pullman, Colfax,
Moscow, Lewiston, Clarkston, Spokane (2), and Millwood. These stores are strewn across the
Eastern part of Washington through Idaho, crossing over many different college campuses.
Throughout these locations Taco Time has various competitors not only in fast food, but also
Mexican style choices since they offer a drive thru or sit down option. The large fast food
competitors are McDonalds, Taco Bell, Burger King, Jack in the Box, Wendy’s, and Arby’s. The
large Mexican style food competitors include Taco del Mar, Chipolte, Qdoba, various taco trucks
and sit down style restaurants in the area.
People purchase fast food because it’s fast and on the go. They choose this option when
they have a busy day or they just don’t want to cook. People are looking for a quick and
delicious meal for a good price. We are focusing on the college campuses that are near Taco
Times located within the northwest. This means we are targeting high school students, college
students, newly independent adults, families, and seniors to work to meet their wants and needs.
Many people choose fast food because it’s an affordable way to get a quick meal.
After looking over reviews of Taco Time on various sites we’ve found that current
customers like that they offer healthier options, the variety they offer, the quality of service, and
that they have reasonable prices. Many of the reviews mentioned their famously delicious ‘Mexi-
fries’ (tater tots). Although there are many areas that Taco time is succeeding there are also
some places for improvement. Many reviews said that they were not happy with the quality of
food; one reviewer said, “After getting my food and sitting down, the cheese on my nachos was
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cold and hard so I took it back. They took it in the back for about 30 seconds, and when they
brought me a “fresh one” it seemed like they had just microwaved the one I had in the first
place.” Some reviewers were also not happy about the quality of service, but this varies from
location to location.
Taco time reaches their customers in different ways; aside from TV/radio ads, as well as
direct mail, Taco Time utilizes their social media. Through Facebook and Twitter, Taco time
interacts with their customers by answering questions, retweeting, and sharing. They also offer
specials and coupons through their social media pages. Taco Time doesn’t have an Instagram,
but Taco Time Northwest does which covers the areas we’re focusing on.
Taco Time has great potential in the Mexican style food industry, but with potential in
Taco Time that also means our competitors have potential as well. Like Taco time, our
competitors are well known with in the fast/Mexican style food industries. This means that they
also have a large customer base and can continue to grow. We want to push the fact that Taco
Time likes to buy local, and give back to the community. Some competitors already do this, but
if not, they could choose to start buying locally in hopes to support their community as well. In
addition, Taco time has reduced their carbon footprint by using biodegradable and compostable
materials. Like buying locally, our competitors could start using different materials in efforts to
reduce their carbon footprint. Taco Time has taken the steps to stand out from their competitors,
they just need to show current and potential customers that.
Industry
Each year, each individual Taco Time brings in annual revenue of $500,000.00-
$1,000,000.00, some even more (depending on area). Taco Time has great potential to bring in a
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larger customer base that can lead to larger annual revenue. The first Taco Time was opened in
1960, soon after that the second was opened in 1962. Once they knew they had a great concept,
150 locations opened between 1962 and 1978. Those locations were just within the US. In 1978
Taco Time went international. Now Taco Time is owned by Kahala Corp. and continues to open
5-10 locations per year.
In 2010, there were over 900,000 franchises in the United States. Each year the franchises
are ranked on quality and success; they narrow those 900,000+ franchises to just a lucky 500. In
2010 Taco Time ranked 159, in 2011 they ranked 246, 2012 ranked 124, 2013 ranked 337, and
this year 2014 they ranked 156. Over the last 4 years, Taco Time has remained in the top 500,
but has had more successful years than others. Reaching out to students across the northwest
could defiantly benefit their success; not just on the top 500 franchise list, but building sales and
a loyal customer base.
Taco Time has seen a decrease in customers in the last four years, like many other chain
fast food places have. People are starting to choose healthier locally grown options. Taco Time
listened to what their customers (and potential customers) wanted and made changes; now it’s
time for them to see and taste the difference.
Promotions
Taco Time primarily markets itself around the quality of their food and ingredients. Their
slogan, “Made Fresh Since 1960,” demonstrates this value. The fresh aspect works because it has
an edge that many fast food companies lack. When compared to their main competitor Taco Bell,
Taco Time is reported to use more fresh ingredients and “100% boneless, skinless, all-white
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chicken and top quality lean ground beef,” while Taco Bell has confirmed that their signature
seasoned beef is only 88% beef.
It is worth noting that the Washington division of Taco Time is marketed separately from
the parent division. Taco Time Northwest features its own distinctive website, logo and
branding. Going with the “fresh” theme, there is a strong emphasis on where the ingredients are
sourced. However, because the franchise is based on the East Coast, many promotional
advertisements and menu items are not available to Western Washington. While the brand has
historically featured television and radio advertising as part of its promotional strategy, airplay
has been limited in its northwestern division.
Specific campaigns in the North West include a series based around an unnamed
anthropomorphic cactus performing various acts. The cactus was retired in 2011, and replaced
with a campaign based around highlighting the fresh ingredients and local farms they were taken
from.
In July 2014, Taco Time announced a new branding launch that included updating store
interiors, packaging and menus. The rebranding featured brighter colors and an updated logo.
Market share
There is not much information about sales history available for our client. Based
primarily on the fact that Taco Time released a rebranding in 2014, it is fairly safe to assume that
this was an attempt to generate more sales. The company’s total investment is valued to be
anywhere from $328.4k to $1.4m. We tweeted at the company asking what their net worth is and
didn’t hear back.
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Research Plan: SWOT Analysis
Strengths Weaknesses
Positioned as a provider of fresh
Mexican food
Quick serve restaurants as well as sit
down locations
Buy local ingredients
Gift cards feature
Uses social media to connect with
customers on what is happing with
Taco Time as well as specials
No online ordering system
Not perceived as healthy food
Perceived as poor quality
Opportunities Threats
Online ordering could be
created/delivery option could be
implemented
Educated publics on what Taco Time is
doing within the communities
Sponsor local sporting and community
events
Make donations within the community
to benefit publics
Option of other restaurants that offer
healthier fast food, for example:
Chipolte
Other fast food business entering this
field
The perception of being “cheap”
After completing some research we found that Taco Time has many good qualities, we also
found that Taco Time has a few areas that could use improvement. Taco Time is positioned as a
provider of fresh Mexican food. In addition, they offer quick serve as well as sit down locations
to appeal to all publics. Nowadays people like to buy and stay local, Taco Time Northwest has
caught onto that and has started buying local ingredients depending on location. In addition, they
offer gift card features to attract customers. Our target public is college students; many times
parents send gift cards instead of money. Lastly, Taco Time uses their social media platforms to
let customers know what is happing with the store as well as upcoming deals and specials.
Through our research we found that not as many people liked Taco Time as we thought. We
found that people in our publics perceive Taco Time as unhealthy and cheap quality. We asked if
they felt the same way about a competitor like McDonalds and participants had a very similar
answer. They are seen as cheap, not somewhere they go. In addition, they don’t offer an online
ordering system or delivery system. Taco Bell just created an app in which customers can order
from their mobile phone so the food is ready to go when you get there.
With weaknesses there is always room for new opportunities and improvement. Taco Time could
create an online ordering service or app to compete with other fast food chains. They could also
add a delivery option depending on the area. Since we heard many different negative opinions on
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the quality of food, Taco Time could educate their publics on the reality of their products and
how they do pose as a healthy option. Taco Time already gives back to the community each year,
but by sponsoring local sporting team or community events it can show local publics that Taco
Time is giving back.
Some threats that Taco Time faces are other restaurants that offer different food options. The
customer may not always want Mexican style food, they may want a hamburger or sandwich, but
Taco Time doesn’t offer that. Another threat is restaurants like Chipolte that offer a healthier fast
food options for customers. Lastly, eliminate the perception that Taco Time is cheap. If Taco
Time can educate publics on the actual quality of their food, it may help change some minds.
General Public
1. Families
Families, at the minimum, are a parent and at least one child. This can also include any families
that are considered “non-traditional”. There are the nuclear families with two parents and an
amount of children. There are also families in which a member from the extended family lives in
the household as well, such as a grandparent, aunt, or uncle.
The current relationship between Taco Time and families is the general relationship with fast
food restaurants. Many families get food from restaurants like this because they are inexpensive
and quick. It is also away for busy parents to save time on days that their busy.
The influential group are the parents of other kids. Parents give advice to other parents and make
suggestions. People are more apt to take advice from those that are in the same lifestyle as them
or those who are close to them, such as friends or co-workers. The main motivation for families
to go to Taco Time would be to find quick and relatively inexpensive meal for the family.
2. College Students
The average age for undergraduate college students is 23. The students are spread out between
on campus and off campus housing. Though college students identify as independent, they still
socialize in groups. They all have a wide variety of interests, which is generally identified by
their major.
To students, Taco Time is another fast food restaurant. The students who live on campus
generally go to fast food restaurants to have something that is different from the on campus food
options. Those who live in off campus housing look to fast food restaurants as an alternative to
making their own food or if they haven’t been grocery shopping in a while and have no viable
ingredients. The over 21 demographic of students also goes to fast food restaurants after a night
out.
The influential in this group of people are other college students. Students ask and take the
advice of their friends and other students. Many people will also ask multiple people. If a
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restaurant or activity has multiple negative responses, a student is less likely to go to that place or
participate in that activity. A main way that students find out about places is through word of
mouth. Not many read the papers to find any advertisements and many of them have turned a
blind eye to hanging posters because campuses are oversaturated with them. The main self-
interest of a college student to go to Taco Time would be hunger, their budget, and socializing
with their friends. The average budget of a college student is minimal. Going to a fast food
restaurant is much more inexpensive than the sit down counterpart and therefore would fit into a
college student’s budget.
3. High School Students
High school students generally fall between the ages of 14-18 years old. At this age, they’re
generally trying to be independent. They are mostly spending this time figuring out what they
want to do. To high school students, the relationship with Taco Time is that it’s another place to
get lunch. Many students take the opportunity that schools give them to leave the campus for
lunch. Fast food restaurants are a place for students to socialize outside of the school setting. The
food is also inexpensive enough to fit in with the amount they may receive for allowance or their
daily lunch money amount.
The influential group in high school are those that are deemed “popular” by the rest of the
student body. The popular group of students varies school to school but more often than not, the
popular students are the athletes and in some cases, the student government representatives.
Students are more likely to go where everyone else goes. The self-interest for this group is
socializing away from the school.
4. Newly Independent Young Adults
Another group is the newly independent young adults. This group is the group that has decided
to not go to college and to instead start working right away or are taking a year or more away
before going to school. This group falls within the same age group as the college students yet has
a different lifestyle. This group is freshly independent, having just moved from their parents’
home and are trying to make it on their own. Fast food is either an option that is easier and
quicker than making something on their own or as a sort of reward. The influencers in this group
are generally the people in their social circle. Their self-interest is mainly motivated by quick
meal availability and being within their budget.
General Goal:
Our main goal for our client is to improve its image and increase brand awareness among college
students in the eastern Washington area. Our hope here is that by promoting the perception that
Taco Time is a healthier alternative to other fast food vendors, sales will increase and general
public opinion will become more positive. In addition, we want to emphasize the use of fresh and
local ingredients in our meals to help create a sense of brand differentiation from similar venues
(i.e. Taco Bell, etc.)
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Objectives: To improve Taco Time’s brand image and general public opinion, we determined
that we must first listen to what customers are saying. Through our surveys, we found that people
didn’t have a very positive look on Taco Time and believed it to be “greasy” and “unhealthy.”
We intend to amend this perception by implementing promotions featuring fresh local
ingredients with various specials to showcase what Taco Time is doing to better their image. We
are also intending incorporate taste tests with various products to see what our customer’s likes
and dislikes are. We will do this through various focus groups and promotions, and potentially
use real reactions in future advertisements to show that we are taking their interests into
consideration.
Additionally, we are intent on spreading awareness of the steps Taco Time has already put in
place. We will be promoting the fact that they have started buying local, biodegradable materials
and giving back to the community through donations and other efforts. One of the ways we can
do this is by creating seasonal meals with in-season ingredients to showcase the fact that their
ingredients are local and fresh. We will also be hosting events where a portion of the proceeds
may go to benefit local charities to emphasize our involvement in the community.
Lastly, we will be promoting Taco Time’s focus on healthier options with fresh ingredients by
putting the spotlight on utilizing the local ingredients. We intend on doing this by finding the
freshest and best reviewed ingredients from local areas and incorporating those ingredients into
meals. Attempts will be made to cut out processed or packaged ingredients and replace with
fresh local ingredients. This will be showcased in part through our previously mentioned
seasonal specials (meals) that showcase various ingredients throughout the year. Additionally,
we will be implementing the use of our hashtag #TacoTimeLocal and have customers utilize the
hashtag when posting online, and in return they can win prizes and coupons. Our goal here is to
have at least 15 people tweeting using the #TacoTimeLocal hashtag per week
Our success with these objectives will be measured by the number of “likes,” retweets and
followers gained on social media after implementing said campaign(s). As of Novmber 2, 2014,
Taco Time NW’s Facebook page has approximately 98.8k “likes.” In the week of October 27 to
November 2, the page has gained 94 new “likes,” which is an 87.8% decrease from the previous
week. After implementing our campaign showcasing the fresh ingredients in our client’s food,
we are hoping to see the page gain a steady rate of 200+ “likes” per week. Similarly, Taco Time
NW’s Twitter page has 4,432 followers (11/2/14), a significantly lower number than their
respective “likes” on Facebook. We are hoping to see this increase by 10+ followers per week,
eventually reaching 5k+ followers at the ends of a six month campaign.
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Content Analysis
Purpose of the Study:
The purpose of the study is to understand the social media activity of Taco Time. There are a few
areas that we chose to look at:
* Social media accounts
* Account content
* Post frequency
* Account usage such as news, announcements, communicating with consumers, et cetera
It’s important to know about their social media because social media is ingrained into society.
Most people prefer to learn about a business through social media before turning to the website
or a news outlet. We are also looking at if they are using their social media effectively.
Another aspect to examine is how Taco Time is portrayed in the media. Mainly, what sort of
press is Taco Time receiving? It’s important to know what is being said about the company so
that the company knows what to work on and maintain what is already working.
Define the Communication:
We chose to study the social media of Taco Time Northwest. This included looking at their
Facebook page, Instagram, and Twitter. We couldn’t find any other means of social media that
Taco Time Northwest was using.
Categorization:
Twitter: @TacoTimeNW
On Twitter, Taco Time has the most presence. Taco Time posts 1-3 times per day, posting text
with pictures. Through Twitter is how Taco Time best communicates with their followers; they
respond and retweet users often. Currently Taco Time NW has 4,406 followers, and have posted
6,474 tweets to date. Aside from responding to people, Taco Time uses Twitter to post pictures
of things going on, for example, behind the scenes of commercials. They use the hashtag tacos
often (#tacos), example: “Tacos will solve that problem #tacos.” They offer links to surveys to
those who were dissatisfied, so they can improve. Lastly, they use their Twitter for advertising
promotions, for example, “TOMORROW ONLY! Pick up one free Crisp Beef Taco at Taco
Time in celebration of #NationalTacoDay #FreeTacos.”
Instagram: @TacoTimeNW
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Instagram is used for posting pictures with captions, Taco Time NW posts to Instagram about
once a day. The pictures consist of their food and products in addition to promotions like
National Taco Day. Currently Taco Time NW only has 180 Instagram followers, and have only
100 posts to date. They do include a link to their website in the Bio section.
Facebook: Taco Time Northwest
Similar to their Instagram, Taco Time only posts to Facebook about once a day. Taco Time
normally posts pictures and text of their food, the Pacific Northwest, and Taco Time
merchandise. In addition they post news, for example, New Taco Time building in Issaquah, as
well as promotions. Some of the most recent promotions posted to Facebook include: Free
Champion Chips Friday in honor of the Seahawks. People can get free blue and green chips on
Fridays during the Seahawks football season. Another promotion is National Taco Day where
customers can receive free tacos. Taco Time currently has 98,242 likes on Facebook, and 31,095
visits to their Facebook page.
Interpretation:
Taco Time has more on Twitter than any other social media network. Taco Time posts most
often to Twitter and communicate with their followers by responding and retweeting. Although
Taco Time’s presence is strong, they still only have 4,406 followers, this is nothing compared to
their 98,242 likes on Facebook. Unfortunately Facebook is dying; it’s used less and less each
day. Also, just because someone likes a page, it doesn’t necessarily mean they will read that post.
Information Taco Time thinks is important, like free Tacos, might get scrolled over in someone’s
Facebook feed. In order to keep Taco Time ahead we need to push users towards the Twitter
Page and Instagram. Everyday users of social media are really active on the sites, yet businesses
and companies tend to underuse their social media platforms.
Using hashtags Taco Time can interact with their customers. For example, they could do
different contests to get people excited. For participants to enter they could have them follow
them on Twitter and Instagram. In addition they could have participants post pictures of their
favorite items or locations and use a Taco Time hashtag. Taco Time doesn’t utilize their social
media to its fullest potential. Taco Time also has many accounts but only use one frequently
(Twitter). They also put the same content on all of the platforms instead of changing the content
to work for the specific platform.
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Analysis
Methodology:
Over the course of five days, October 13th through 17th, we conducted 30 interviews. We created
a 16 question survey, with two optional questions. We printed out surveys and distributed them
to Central students. Students at Central come from all over the state as well as some from out of
state. Twenty eight of the students surveyed are from Washington and most are from the west
side of the mountains from places like: Seattle, Redmond, Vancouver, Bellevue, Duvall, and Mill
Creek. Another portion of students are from east of the mountains from places like: Wenatchee,
Leavenworth, and Ellensburg. Only two students surveyed were from out of state; one from
Alaska, and one from Oregon. The student originally from Alaska, was the only student that
didn’t have any prior knowledge about Taco Time. So with the exception of one, the information
that we’ve received should be a good representation of what students think about Taco Time.
The purpose of this survey was to get a feel for what our target audience currently thinks of Taco
Time, as well as get an idea of their budget, how often they dine out, and their preferences.
Analysis:
Out of the 30 surveys we distributed to
students, 15 were underclassman consisting of
freshman or sophomore standing, and 15
upperclassmen consisting of juniors and
seniors. This graph shows that out of the 30
students we interviewed, 11 were male and 19
were female, as well as class standing. Of the students we interviewed the age group ranges from
0
2
4
6
8
10
Underclassman Upperclassman
Female
Male
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18-23. The survey asked students what their current profession or job is; majority of the
participants wrote that they were a student. We also received answers like: Resident Advisor,
Office Assistant, Resident Hall Association, hostess, and barista. This shows that although all
participants are students, some have extra income for their budget.
We found that none of our participants said they eat out every day, 5 eat out several times per
week, 9 eat out 1-2
times per week, 8
eat out several times
per month, 5 eat out
1-2 times per
month, and 3 said
they don’t eat out
ever. That means
that 27 out of the 30
students interviewed eat out on a week to month basis.
Only 9 students interviewed prefer getting fast food when going out, the other 21 students prefer
going to a sit down style restaurant. Taco Time offers both the fast food option as well as the sit
down option; with this finding we can appeal to both preferences.
We wanted to determine what factors go into choosing a place to eat for students. Students were
to rate factors from most important (1) to least important (6), the factors include: Branding,
Familiarity, Pricing, Food Choices, Location, and Availability. The top answer was food choices
or options, and pricing came in at a close second. One student said, “Quality of food and options
16%
30%
27%
17%
10%
How often do you eat out?
Everyday
Several Times Per Week
1-2 Times Per Week
Several Times Per Month
1-2 Times Per Month
Never
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are important to me. I like to try new things when I go out, so having many different options
gives me the chance to try it all.” Another student said, “I’m a college student without a job
living on a budget. My parents send me money occasionally, but that’s it. I have to make sure
when I go out I can only spend a certain amount, prices have to be fair and quality has to be
good.” These are important things to look at when targeting college students. Most students don’t
have a job and if they do its usually part time so they don’t make high salaries. We asked
students how much they normally spend when they eat out, as well as what price range best fits
your budget. This graph shows our results. Nine students said that they normally spend under
$10, because that fits in their budget. Most students said that they normally pay $10-$15 when
they go out and that prices fit
into their budget. Only two
students said they spend $15-
$20 normally, but they also
prefer sit down style
restaurants, and they only go
out 1-2 times per month. This
information shows us that
students don’t have a very
large budget when going out, so prices need to be reasonable so they appeal to our target
audience.
We asked students “When you hear the name Taco Time, what come to mind? Please Explain.”
The answers we received were not exactly what we wanted to hear, but it gives us first hand
ideas of what to improve. Many wrote that they had gross food, it was unhealthy, greasy, and just
0
2
4
6
8
10
12
14
16
18
20
Less than
$10
$10-$15 $15-$20 $20 and
above
How much do you
normally spend
when you go out to
eat
What price range
best fits your budget
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seemed cheap. One student wrote, “Pure nastiness. Their food is disgusting, I’ve only been a few
times and each time was worse than the first.” Another student wrote, “Very unhealthy greasy
food, gives you clogged arteries.” Although this isn’t what we wanted to hear, it’s a great place
to start. Since we know customers aren’t happy with the current quality of Taco Times food, we
can take steps to educate customers on what Taco Time has implemented to improve quality,
taste, and nutritional value.
Only six students surveyed have been to Taco Time 1-2 times in the last thirty days. Of those six
students we asked them to describe the service, product/menu options, and store/location. The
table below showcases what students that were surveyed wrote:
Student Service
Product/Menu
Options
Store/Location
1
Service was great! Food is delicious, I
love the Mexifries
I love the North Bend
Location, it’s
awesome and NB is
beautiful
2
It was fine, nothing fancy Gross and disgusting Was in Yakima so
decided to go, not
close enough to
Ellensburg to go often
3
Not good, the person who took
my order didn’t even look at
me, and they got my order
wrong
Food is okay, it was
hot
Not close, only go
when I go home for
something
4
I went through the drive thru so
didn’t have a ton of face-to-
face interactions
My food was cold
when I got it, but I
had already pulled
through the line and
didn’t want to go
back
I went to the one in
Moscow when I
recently visited a
friend in Pullman, not
close to Ellensburg
5
The girl who took my order
was very nice. She got my
order wrong, but immediately
fixed it when I said something.
I got a burrito and it
was so good. The
Mexifries are so
I went home a few
weeks ago and went
to the one in
Redmond, it’s not
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good, but they are
very greasy..
super close to school,
but I like to try and go
when I’m home.
6
Poor service Nasty food, quality is
crap
Went to Yakima store,
too far
We found that some people did have a good experience at Taco Time. Each element is going to
determine on what location students went to, as well personal preference. Just because one
person enjoys one element, that doesn’t mean everyone will. Service seems to vary; people want
to be interacted with while you’re taking their order. That doesn’t necessarily mean have a
conversation, but they want to feel like you’re at least listening to them. For the food selection
we found that many people love the Mexifries, but not many other things on the menu. Taco
Time has already implemented buying local and using more natural ingredients; this is defiantly
something people want, but we need to find a way so the quality of the food produced is the
same quality of the ingredients. With location most students surveyed said that there wasn’t a
close location, so they would only go when traveling somewhere. We are looking at 12 locations
in the Taco Time Northwest area from Pullman to Idaho, and not necessarily this area. From the
answers we received it shows that students may be more inclined to go if there was a closer
location.
Since we had three students who said they never eat out, we asked the other 21 students if they
had eaten out somewhere else in the last 30 days. All 21 surveyed said yes they had. In addition
we asked what made them choose to eat there. Here are some of the answers we received:
“Wanted to get off campus and get something cheap,” “Wanted hot fast food,” “Was in need of
something other than SURC food,” and “Wanted healthier options for eating out.” Students are
22. 21 | P a g e
looking for an inexpensive option that is close to campus, but not on campus. Also, health and
nutrition options are important factors for many when choosing a location to eat.
We included two optional questions at the end of the survey, only a handful of students filled out
this portion. The first question asked them to rank fast foods from your favorite (1) to least
favorite (6). Taco time didn’t make it on the top of anyone’s list. Out of the 12 people who filled
out the questions it made number 6 for 10 of them. Jack in the Box and Arby’s were in the top #1
and #2 spots of most of the students surveyed. The graph below shows the ranks of choices that
each student chose.
In addition we asked students to rank Mexican style food places from your favorite to least
favorite. The answers for this were very similar to the previous questions. Taco Time was #5 or
#6 for all 12 people who answered. Leading in the #1 and #2 spots were Chipolte and sit down
style Mexican restaurants. Knowing how our target audience feels about us in relation to our
competitors in good information to have. In order to compete we need to know what our
customers like, want, and need.
0
2
4
6
8
10
12
First Pick Second Pick Third Pick Fourth Pick Fifth Pick Sixth Pick
Taco Time
Taco Bell
Arby's
Jack in the Box
McDonald's
Wendy's
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Conclusion:
Many people in our target audience have a negative outlook about Taco Time
Taco Time prices fit into our target audience’s budget and how much they normally
spend on food. The food on the menu is under $ 10.00 (for most locations).
Students surveyed said they would prefer to choose rather choose a healthier option.
We found that Taco Time was not anyone surveyed favorite place to eat out for fast food or
Mexican style food. We hope that by educating our publics on what Taco Time is doing to
improve taste and quality, they start to enjoy Taco Time mo
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COM 470- Primary Research Survey
1. What is your age?
2. What is your current profession?
3. What gender do you identify as?
a. Male b. Female c.
Other___________________
4. How often do you eat out?
a. Everyday
b. Several times per week
c. 1-2 times a week
d. Several times per month
e. 1-2 times a month
f. Never
5. When you go out do you prefer fast food
or a sit down style restaurant?
a. Fast Food b. Sit down
6. What factors go into choosing a place to
eat?
a. Please rate the following from most
important to least important.
i. Branding
ii. Familiarity
iii. Prices
iv. Food choices
v. Location
vi. Availability
7. How much do you normally spend when
you go out to eat?
a. Less than $10
b. $10-$15
c. $15-$20
d. $20-$25
e. $25-$30
f. Over $30
8. What price range best fits your budget?
a. Less than $10
b. $10-$15
c. $15-$20
d. $20-$25
e. $25-$30
f. Over $30
9. What area of Washington do you live in?
10. If not from Washington, what area do
you live in?
11. When you hear Taco Time, what comes
to mind? Please explain.
12. Have you been to Taco Time in the last
30 days?
a. Yes b. No
13. If so, how many times have you been?
a. 1-2
b. 3-4
c. 5-7
d. Over 7
14. What did you think of the:
25. 24 | P a g e
a. Service
b. Product/Menu options
c. Store/Location
15. If you haven’t been to Taco Time in the
last 30 days, have you eaten out at other
places?
a. Yes b. No
16. What made you choose to eat there?
Option:
1. Please rank these fast food places from
your favorite, to your least favorite.
a. Taco Time
b. Taco Bell
c. McDonalds
d. Jack in the Box
e. Wendy’s
f. Arby’s
2. Please rank these Mexican style food
places from your favorite, to your least
favorite.
a. Taco Time
b. Chipolte
c. Taco Del Mar
d. Qdoba
e. Taco Trucks
f. Sit down Mexican style restaurants
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Messages, Strategies & Tactics
Public: Seniors
Primary Message:
Eat at Taco Time and receive a discount on your entire order.
Secondary Message(s):
Seniors over years receive a 10% discount on their order
5% of all Taco Time earnings is donated back into the community to help
maintain local senior centers
Strategy:
Promote Taco Time at local senior centers and senior living communities through
interactive sessions and print media.
Tactics:
Once a week, Taco Time will send representatives to various senior centers in the
surrounding areas of different Taco Time locations. They will teach a class about cooking
a simple yet healthy Mexican/Mexican-inspired meal. This time will also be utilized to
showcase their healthier options (“For when you don’t have time to cook for yourself!”),
and the fact that seniors receive a 10% discount.
Because this public is more oriented to traditional/print media, we will be using this to
it’s fullest. We will be sending out fliers to the centers that emphasize the discount and
“heart friendly” options. Additionally, we will be sending out direct mail promotions and
coupons to residents of senior living communities.
Public: Newly Independent Adults
Primary Message:
Eat at Taco Time because it provides an inexpensive healthy food option.
Secondary Message(s):
All menu options are under $10.00
Taco Time acts as a great place to meet up with friends and family away from
home due to its diverse menu options and welcoming interior locations.
Strategy:
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Hold a social media contest where users ages 18-25 can enter to win to have their utility
bill paid for a month and a $100.00 Taco Time gift card.
Tactic:
Through liking/following Taco Time’s Facebook, Instagram, and Twitter pages, users
will find a link to the website. From there, they can enter their basic information and be
given a link that is associated with their name. Users can then post their link on their own
social media feeds, and through the more likes, shares, and posts from their link the more
entries the user will receive. Additionally, users can earn extra points by creating their
own content that promotes Taco Time. The user at the end of the month with the most
entries will win their utility bill paid for a month and a Taco Time gift card.
Not only are users receiving something from the contest, Taco Time will continue to be
talked about through various social media platforms so users will receive more votes.
Public: High School Students
Primary Message:
High school students will receive a discount upon presenting their student ID Card.
Secondary Message(s):
High school students will receive a 10% discount when they show their ID cards.
Taco Time offers volunteer opportunities that can lead to personal growth and
professional development.
Strategy:
Teach students to give back and build their resume through community service
opportunities.
Tactics:
Ee will be sponsoring volunteer activities and job shadows for high school students
through the Taco Time NW Foundation. Students can apply to either volunteer at Taco
Time sponsored events (i.e. collection drives, litter clean-ups, etc) or job shadow a
professional through these activities. If this proves to be successful, there is room for
scholarship opportunities for college.
Public: Families
Primary Message:
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Taco Time NW is a great place for parents with children to grab a bite to eat, and is a healthy
alternative to other fast food options.
Secondary Message(s):
Taco Time NW offers a kid’s menu with options specifically chosen to appeal to children.
Taco Time locations include play structures designed for small children to pay in.
Taco Time NW uses fresh ingredients rather than pre-packaged/frozen ones.
Strategy:
Encourage families to eat at Taco Time NW by offering a “Kids Eat Free” night, i.e. “Kids
Eat Free Thursdays.”
Tactic:
We will be creating print ads for local family-oriented publications such as the Penny Saver.
In addition to promoting “Kids Eat Free Thursday,” these ads can double as cutout coupons.
Additionally, we will be creating a monthly printed Kids magazine designed to teach kids
about eating healthy. The magazine will include short activities based around teaching “smart
eating” and Mexican cuisine. These activities will include coloring pages, word puzzles and
others.
We will are also planning hosting monthly events in locations that feature play spaces. On the
first Thursday of every month, we will be bringing in a new guest such as a face painter,
balloon animal-maker or storyteller to entertain small children. There will be a strong
emphasis on “smart eating” and making healthy choices when it comes to food. While social
media would not be our primary method given our target audience, we could use it to
advertise this promotion by implementing a hashtag (#KEFThursday).
Finally, Taco Time will be sponsoring a local Little League baseball team as a way of giving
back to the community.
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Copy Materials
Key Public: The key public are college students since we’re more focused on Taco Time
locations in college towns.
Action desired: Through the blog, it’s hoped that there will be increased traffic of college
students to Taco Time social media and in turn, to Taco Time locations.
How the action ties to self-interest:
Overriding Message and tone:
Proposed title: Taco Time: Eat Fresh
Primary Message: The primary message is to offer useful tips for students, such as budgeting and
recipes for food on a platform that many college students are on. Using social media to help
personalize the brand can help draw more fans and followers and therefore bringing more people
to Taco Time.
Third party influentials: There will be spotlights on student athletes and collegiate athletics. By
focusing on a popular college activity, it can help to draw students in. There will also be quotes
from other social media platforms, such as from Twitter or Facebook. This offers insight from
their peers.
Content/Comment Manager: The blog would be run by the group that runs the other platforms
that Taco Time is on. They would write the content, upload photographs, and other graphics to
the page. They would respond to the comments as well.
Blog software: The blogging site used would be tumblr.com. This blogging platform has grown
in popularity with the 18-24 demographic. This site is growing in popularity and is generally in
top five rankings of social media.
Graphic: See attached
URL: tacotimenw.tumblr.com
Blog post examples:
Enjoy Taco Time’s crispy burritos? Tired of eating in the school cafeteria? This week is a
spotlight on making your own crispy burritos!
How long does it take?
Prep: 20 minutes
Cook: 10 minutes
33. 32 | P a g e
Total: 30 minutes
What do you need?
* 6 (8-inch) flour tortillas
* 1 (16 oz.) can refried beans
* 1 teaspoon taco seasoning
* 1 cup shredded cheddar cheese
* 1 cup vegetable or canola oil, for frying
* Salsa, for dipping
And what do you do with it?
1. In a medium bowl, mix together refried beans and taco seasoning.
2. Spread about 1/3 cup of the refried bean mixture down the center of each tortilla.
3. Sprinkle with 2-3 tablespoons of cheese.
4. Roll tortillas up tightly, keeping ends open.
5. Heat oil in a large skillet over medium heat.
6. Carefully lay 2-3 burritos in the skillet, seam side down, and cook for 30-60 seconds, or until
golden brown. Carefully turn the burritos and cook the other side until golden. Remove from oil
and lay on a paper towel lined plate or baking pan.
7. Repeat the frying process until all the burritos are cooked.
8. Serve with salsa for dipping
(http://www.letsdishrecipes.com/2014/02/crisp-bean-burritos-taco-time-copycat-recipe.html)
Attach photos of crispy beef burritos throughout the post.
Athletics Spotlight: We’re playing basketball!
This blog post will offer a summary of one of the most recent sporting events. Throughout the
article, there will be pictures of the event and quotes from the students. It will also highlight any
of Taco Time’s involvement, such as sponsorships or food at the concession stand.
35. 34 | P a g e
Copy Materials Continued
Key Public:
They key public that this brochure will be focused towards is seniors.
Action desired from public:
With this brochure we want seniors to get information about what Taco Time is doing in the
community, as well as showcase special menu items in order to encourage them to visit and eat
at Taco Time.
Primary Message:
This brochure will showcase a Taco Time menu item as well as show calorie count and
ingredient information. In addition, there will be a calendar of events so readers will know what
Taco Time is doing each month. Lastly, the brochure will include a Mexican style recipe for
readers to try at home.
Third-party Influential and how they will be used:
Since we are using the brochure to showcase different Taco Time menu items as well as a
Mexican style recipe we thought it would benefit us to utilize the chefs who created some of the
recipes for Taco Time. We can also utilize local Taco Time chefs to give readers feedback and
information on meals.
Steve Gappmayer: Corporate Chef at Taco Time Northwest
“I’ve been with Taco Time 9 months now and have learned so much about what goes into the
food. I would love to show our customers the thought process and what it takes to create each
dish.”
John Partida: Head Chef Taco Time Colfax, WA
“I’ve worked at Taco Time for years now, learning the ins and outs. The menu that has been
created is fantastic, but it’s always fun to try new things. I really enjoy taking a menu item and
“spicing” it up to try new things. I like to bring my family’s Mexican recipes and put a delicious
spin on things. Sharing these creations is something I would love to do.”
Method and timing of distribution:
This brochure will work great with the classes that Taco Time sponsors at various senior centers
across the northwest. There are two Mexican style cooking classes each month from December
through February. At the first class of each month the brochures will be handed out to all of the
participants as well as them being on display at each senior center.
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Brochure size and paper:
The brochure will be the size of an 8½in by 11in piece of paper folded into a three section tri-
fold. The paper will be cardstock with a glossy print. We want the brochure to be able to hold all
pertinent information. In addition we want the quality to be better than a normal sheet of printer
paper.
Print quantity and number of colors:
Taco Time sponsors cooking classes for 12 different senior centers; each center has between 15-
25 members that participate in the classes. In order to supply enough brochures for each
participant as well as have extras for display, we will print 35 brochures for each center totaling
420 brochures each month. We’ve decided to use traditional Taco Time colors: brown, green,
white, tan, red and yellow. In addition, we will be using two to three photographs of food.
Timeline deadline:
The first cooking class offered each month falls on the first Tuesday of the month, so the
brochures will need to be completed, printed, and delivered by that Tuesday. It takes
approximately two weeks to create and print the products, and another 3-5 business days to ship
to various senior center locations. In order to make sure that the brochures on are time they will
need to be done by the first of the month. If the first of the month is the first Tuesday of the
month as well, the brochures will need to be finished and delivered by the 29th of the previous
month.
38. 37 | P a g e
Copy Material Continued
Key public: Parents of children ages 3-10
Action desired from public: Parents to take their children to Taco Time, particularly on our “Kids
Eat Free” Thursday nights. Additionally, we are hoping to see public perception of our brand
increase in value.
Layout: Two-column with a side bar. Special sections, such as the masthead and promotional
coupon, will be one-column.
Distribution: Consumers may sign-up either online or in-store by providing their email at
designated spots. The newsletter will be sent out electronically every week, preferably at noon on
Tuesdays in order to give parents an appropriate amount of time to look at what we are offering
in terms of “Kids Eat Free” Thursdays but so that it is close enough for the information to remain
fresh in their minds.
Sections:
a. Masthead: Self-explanatory. Will not change unless branding/logo changes.
b. KEF Thursday Spotlight: This section will highlight performers, guests and/or activities that
will be featured in the play area of the upcoming “Kids Eat Free” Thursday event.
c. Kid-friendly Recipes: Easy, healthy recipes for parents to make for and/or with their children.
Will have a strong Mexican/Latin American leaning.
d. “Did You Know?”: Interesting factoids relating to Taco Time NW’s food. Will often highlight
the fact that our ingredients are locally-sourced and freshly harvested.
e. Promotion: Some kind of promotional feature that will highlight a new menu item, special
deal, or other news item to bring to the reader’s attention.
Content of pilot issue:
a. Masthead: Self-explanatory. Could possibly be Thanksgiving/Christmas themed to give a
festive-feel to the upcoming Holidays.
b. KEF Thursday Spotlight: Features puppeteer being brought in for the upcoming KEF
Thursday event.
c. Kid-friendly Recipes: Features the Christmas Pork Tamales that were also featured in the
brochure, giving some kind of continuity to our promotion.
d. “Did You Know?”: Gives history of tacos and where they came from. The ending features a
bit of flavor-text highlighting Taco Time’s use of fresh, local ingredients.
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e. Promotion: This newsletter features a coupon to be printed out and presented at a nearby
location for an exclusive deal. There is a time limit though to discourage hoarding.
Print quantity and number of colors: Full color, high resolution.
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Summary
Through carefully timed promotion and marketing, we hope to present our client as fresh,
healthy, and charitable to our general public
