RISE - Menu Monitor

TacoTime
Headquarters
7730 East Greenway Rd. Suite 104, Scottsdale, Arizona 85260 USA
Tel: (480)443-0200 Fax: (480)443-1972
www.tacotime.com
Ownership: Private
Segment: Limited Service Mexican
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 145,390 135,442 124,500
Company-owned ($000) 572 562 2,200
Franchised ($000) 144,818 134,880 122,300
U.S. Number of Units 254 241 249
Company-owned 1 1 2
Franchised 253 240 247
International Sales ($000) 29,267 26,700 26,500
International Units 109 109 108
Average Sales/Unit ($000) 572 562 500
Concept Positioning |
TacoTime is a limited-service restaurant chain offering Mexican favorites for lunch and dinner. The restaurant has
distinguished itself from competitors by offering freshly prepared tacos, burritos and sides with an emphasis on quality
ingredients. Owned by Kahala Corp., the restaurant operates more than 315 units. TacoTime’s international locations include
Canada, Japan and Kuwait.
Located mostly in the Northwest and western Canada, units are primarily freestanding, but can fit into malls and nontraditional
sites with the Express prototype. Restaurants are marked by a cactus sign and the Southwest-inspired, Adobe-style exterior.
The décor carries into the interior, which contains colorful signage and tile flooring.
TacoTime was founded in 1960 by Ron Fraedrick as a walk-up in Eugene, OR. Franchising started in 1962 in Tacoma, WA. In
1978, the company opened its first international unit in Lethbridge, Canada. That was also the inception of TacoTime
International, Inc. The company has expanded its growth through co-branding, most recently with A&W Restaurants beginning
in 2000 in the Washington state area. In 2003, Kahala Corp. acquired the company.
Menu Positioning |
TacoTime's menu items include traditional Mexican favorites such as tacos, burritos, salads and nachos. Signature items are
tacos, available in crispy or soft shells with beef, chicken or fish and burritos, such as the Veggie Burrito, Chicken & Black
Bean Burrito and Chicken BLT Burrito. The nacho selection includes Nachos Deluxe. Salads include the Tostada Salad and
Chicken Fiesta Salad. Sides include Mexi-Fries and Cheddar Mexi-Fries. Desserts offered are Empanadas, Churros, Mexi-Ice
and Choco Tacos. No alcohol is served. Menu prices range between 69¢ and $4.58. Checks average $4.
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