When Taco John’s decided in 2013 that it needed to invigorate its brand positioning, they looked to the chain’s 45-year heritage as a starting point. With quick-service at its core, they agreed its menu items were of higher quality than its closest competitors in the category — but were not exactly fast casual either. The answer for the 400-unit Cheyenne, Wyo.-based operator was to just be itself and build from there. “We knew we needed to own what Taco ...

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