The Taco Maker succeeds in non-traditional marketing strategy.

The Taco Maker (TTM) reports a 21% same stores sales increase in first quarter of 2009, crediting the success to a new mobile marketing strategy that spotlights their new flagship product, “The Maker” burrito, the mouth-watering, one-pound burrito stuffed with up to three kinds of meat, beans, enchilada sauce and Monterey Jack Cheese in a warm home-style tortilla.

“We knew in a slowing economy that our marketing approach had to be focused on value for the customer,” said Carlos Budet, President and CEO of The Taco Maker. “Our goal is to help the customer stretch their dollar while offering fresh, authentic Mexican quick-service food. That’s why we’re showcasing our new one-pound flagship burrito ‘The Maker’ through an innovative marketing approach. This allows customers to satisfy their hunger without the premium costs.”

TTM is targeting English and Spanish-language radio stations in central Florida for the first stage of this innovative marketing campaign. They have also introduced a Mexican-American character called Juan Maker to help with product identity that will also become the basis for the “Juan Peso Value Menu” in the campaign’s second phase. In unscripted radio spots, Juan Maker is interviewed with a major DJ personality in the Orlando area and asked to text a particular number to get the free food offers.