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Foodservice

Laredo Taco Building Brand Identity

As it celebrates Hispanic Heritage Month, QSR launches own social media, is building stand-alone website

IRVING, Texas — Mexican quick-service restaurant (QSR) brand Laredo Taco Company has launched its own Facebook, Instagram and Twitter pages and is building a stand-alone website. It has also rolled out a buy one, get one free taco special to celebrate Hispanic Heritage Month, which runs from Sept. 15 to Oct. 15.

Owned and operated by 7-Eleven, Laredo Taco Company has locations in more than 500 Stripes and 7-Eleven convenience stores. The brand became part of 7-Eleven in early 2018 after the retailer acquired Sunoco LP. Houston-based Sunoco acquired Stripes from Susser Holdings Corp., Corpus Christi, Texas, in 2015.

In March 2018, Laredo Taco Company opened its first restaurant in a 7-Eleven c-store in Dallas. Laredo Taco Company restaurants are now set to open in new 7-Eleven stores in Texas, California, Virginia and Washington, D.C., the company said, which will add more than 500 locations across the country.

For almost 20 years, the QSR brand has operated primarily in south Texas, with communication about the restaurant coming from Stripes' social-media channels and website. With the growth of the brand, Laredo Taco Company is adding the new social-media pages and building a new stand-alone website. Customers can now visit a newly created landing page featuring its current and upcoming promotions.

“Laredo Taco Company has its own distinct personality, and its new social pages will better reflect the brand attitude and products its fans know and love,” said Angela Carrales, director of marketing for 7-Eleven.

The taco special, which began and ended during breakfast hours Sept. 16, included either a free El Campeon taco, which contains fresh-cracked eggs, chorizo, potatoes, beans and cheese; or a free El Rival taco, which is made with papas a la Mexicana, fresh-cracked eggs, chorizo, beans and cheese.

Laredo has also opened the #TacoSnackDown, a social-media contest in which customers vote on their favorite of the two tacos. Consumers can also purchase Laredo Taco Co. T-shirts, which are available for $19.99 for a limited time via Amazon. Customers can expect more “surprise and delight” giveaways through its new social-media pages, the company said.

“The Taco SnackDown is just a taste of the fun people can expect to find across the new social sites, as well as new products and promotions,” Carrales said.

Irving, Texas-based 7-Eleven operates, franchises or licenses more than 66,000 stores in 17 countries, including about 9,100 in the United States. The chain is No. 1 in CSP’s 2019 Top 202 ranking of c-store chains by number of company-owned retail units.

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