The menu additions were the result of research that showed that Canadians ranked Mexican very high among their favorite type of restaurant foods and that they liked the concept of a complete Mexican meal that featured a taco, burrito or a fajita surrounded by a salad, rice, beans, and a soft drink. Taco Time has offered these items individually and in a combo format, but never combined as a platter, until now.

"The addition of the full meal platters elevates Taco Time above the menu offerings of a typical fast-food restaurant," says Ken Pattenden, president of Taco Time Canada. "The platter is also ideally suited to our fast casual Cantina dining concept that we will launch in early 2003."

Initially, the new platters are being announced through in-store point-of-purchase displays and menu signboards. A national radio campaign to promote the platter concept is set for launch in February/0303 using 30-second commercials with the tag line Real Mexican Taste.