Taco Time ticks with marketing events

Nation's Restaurant News, Sept 16, 1996

EUGENE, Ore. -- Consumers at Taco Time are finding its 8-inch veggie burrito to be nutritious as well as tasty as the chain winds down the marketing campaign that promoted it.

The veggie burrito experienced its first marketing support this summer, and sales of the item as part of a combo offering accounted for 20 percent of revenues, according to vice president of marketing Tim Hackbardt.

The campaign, which runs through Sept. 22, incorporates billboard, television, radio and point-of-purchase promotions as part of the push that gives customers "8 delicious reasons to veg out."

In his less-than-1-year tenure at Taco Time's marketing helm, Hackbardt has accomplished a long list of objectives that include the establishment of a kids-meal program and the completion of the search for a new ad agency.