Concept white paper deck of promotional ideas for Taco John\'s 2008 plan year.

2. Taco John’s ‘08 Net Takeaway
Consumer Truth:
“I don’t need much, just make it
laid back and fulfilling.”
Taco John’s Brand Truth:
“Our West-Mex® attitude gives
you the perfect balance of
hometown hospitality and the
warmth of a Mexican Fiesta!”
TJ’s: Come on in, you’ll be fulfilled
Mt Dew Brand Truth:
“Going for it” and actively
pursuing your passions.
Fuel your core.
Support: WEST-MEX® DEFINITION: TJ’s recipes combine hearty helping of seasoned meats, crisp Potato Olés®,
and flavorful cheeses with fresh-made Mexican specialties like burritos, tacos and quesadillas all while enjoying an
ice cold Mountain Dew.
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3. Primary Promotion Recommendation
Product or Service Overlay Promotions
Opportunity: Increase overall beverage incidence by fully
integrating into Marketing Calendar initiatives:
• Chalupa Launch
• Holiday Nachos Navidad®
• Hometown Hospitality

4. Idea:
• Now you can help Taco John’s spread the news about their new
Chalupa! Buy a new Chalupa EZ Combo with a Med or Lg
PepsiCo fountain beverage and we’ll give you free chalupas to
share with your friends! So discover the Taco John’s chalupa
and then start spreading the Chalupa news.
Extra, Extra, Eat All About It!
Chalupa Launch
Promo Evolution::Shared Experience

5. Extra, Extra, Eat All About It!
Chalupa Launch
How it Works:
• Order a New Chalupa EZ Combo meal and upgrade to a Med or
Lg PepsiCo fountain beverage to get a newspaper headline
themed peel ‘n win cup
• Peel off the game piece to see if you’ve instantly won:
– One Chalupa: one free chalupa for your friend
– Two Chalupa: two free chalupas for your friend
– Three Chalupa: three free chalupas for your friend
– More: one free PepsiCo fountain beverage

6. Idea:
• Taco John’s is introducing their new Chalupa, which is music to
everyone’s ears! Head on over to your favorite West-Mex restaurant
and enjoy great taste and great music. Buy a new Chalupa EZ Combo
with a Med or Lg PepsiCo beverage and you could instantly win an Mp3
player or free music downloads just by trying the new Chalupa. Taco
John’s new Chalupa is music to everyone’s ears!
Music to Everyone’s Ears
Chalupa Launch
Promo Evolution::On Life

7. Music to Everyone’s Ears
Chalupa Launch
How it Works:
• Order a New Chalupa EZ Combo meal and upgrade to a Med or Lg
PepsiCo fountain beverage for a chance to instantly win a music
related prize!
• Music-themed cups will contain a peel ‘n win sticker
– Stickers will reveal the prize, and everyone wins something
• Peel off the sticker to see if you’ve instantly won one of thousands of
prizes
– Mp3 players
– Two FREE music downloads
– Free specialty food items from Taco John’s and fountain beverages from
PepsiCo

8. Idea:
• It’s that time of year again! Time when your
grandma crochets another fabulous sweater for
your Christmas gift -- exactly what you didn’t
want! Come into Taco John’s for Nachos
Navidad®
and a beverage and you can get what
you really want this year. You’ll have a chance
to win gift certificates of every kind. Taco John’s
and Nachos Navidad®
give you what you really
want!
Get What You Really Want With
Nachos Navidad®
Promo Evolution::Consumers in Control

9. Get What You Really Want With
Nachos Navidad®
How it Works:
• Make a Nachos Navidad®
Combo by adding a Med or Lg PepsiCo fountain
beverage to your Nachos Navidad®
and get a peel ’n win sticker on your
cup
– For a festive touch, M and L cups will have a holiday-themed design
with the Taco John’s logo in “lights”
• Peel off the sticker for a chance to instantly win:
– Grand Prize: A $1000 Super Certificate from giftcertificates.com
– First Prize: A $100 Super Certificate from giftcertificates.com
– Second Prize: A $10 Super Certificate from giftcertificates.com
– Additional Prizes: Free specialty food items from Taco John’s and
fountain beverages from PepsiCo

10. Idea:
• It’s time to celebrate everything that is the
holiday season - parties, family gatherings,
fruitcake and the spirit of giving! Come into
Taco John’s for a Nachos Navidad®
, purchase
a Taco John’s Gift Card and we’ll celebrate
the season of giving by giving you a FREE
PepsiCo beverage. Taco John’s and Nachos
Navidad®
celebrate giving!
Celebrate the Season of Giving With
Taco John’s & Nachos Navidad®
Promo Evolution::Shared Experiences

11. Celebrate the Season of Giving With
Taco John’s & Nachos Navidad®
How it Works:
• Order a Nachos Navidad®
and purchase a Taco John’s gift card
(minimum $10 gift card purchase required) and you will receive a
FREE PepsiCo fountain beverage on the spot
• For a festive touch, cups will have a holiday-themed design with
the Taco John’s logo in “lights”

12. Idea:
• Bring Taco John’s hometown hospitality to life with a crew training
program. Make it second nature for crew to treat customers like a
guest in their own home, by greeting them warmly and offering
them a drink. And, like they would a guest in their own home,
thank them for coming to visit. This operationally focused greeting
program will make the overall experience better and more
enjoyable for customers AND crew.
Hometown Hospitality
Promo Evolution::Shared Experiences

13. How it works:
• Develop a crew video to be used as a training tool for the staff
– Video models the best behavior for greeting customers, taking orders and
thanking leaving customers
– Shows the benefits of being courteous and friendly -- the pay it forward
theory
– Demonstrates how to turn a bad situation around
• Video also comes with a manager’s training guide with tips on
how to spot and reward hometown hospitality behaviors and
modify less-than-hospitable behaviors
• Conduct mystery shops whereby employees are shopped based
on a set criteria focused on the hometown hospitality Taco
John’s is founded on
– Crew will be instantly rewarded for modeling the appropriate behavior with
meaningful prizes
Hometown Hospitality

14. Idea:
• As part of an overall hospitality program, train your crew
members to suggestively sell a drink. We bet you the consumers
won’t be able to catch you, but you can catch all the profits.
Catch me if you can!
Promo Evolution::Shared Experiences

15. How it works:
• Develop in-store POP
– Consumer Facing: advertise to the consumer “If we don’t ask, it’s free”
– Crew Facing: reminds the crew member to offer the customer a beverage
before payment
• Conduct mystery shops whereby employees are shopped based
on a set criteria focused on the ‘hometown hospitality’ Taco
John’s is founded on, as well as suggestively offering a drink
– Crew will be instantly rewarded for modeling the appropriate behavior with
meaningful prizes
Catch me if you can!

16. Other 2nd Tier Considerations
Opportunity: Leverage volume of cups sold throughout the year as an
ongoing vehicle to promote Taco John’s products, initiatives and Pepsi.
Sports Music Nascar/Racing
Summertime Cinco de Mayo New Ad Campaign
Special Events
Cup Merchandiser
Opportunity: Create special themed combo meals for local supported
events (e.g., Six Pack and a Pound Party Pack)
• Combo the party pack with (2) 32 oz. beverages
• Specialty cup design for the 32 oz. cup size
• Field Marketing LSM Support Material Development