Jo To Go America, Inc. Launches Co-Branded Franchise Concept

Original Jo To Go Coffee® drive-thru reopened with Taco Flamingo, an authentic Mexican grill concept

March 05, 2008 // Franchising.com // Green Bay, WI--Jo To Go America, Inc., franchisor of Jo To Go Coffee, is carving out a completely new niche in the increasingly competitive specialty coffee industry. As coffee wars brew between industry giants over iced coffee and flavored lattes, Jo To Go America, Inc. has launched a completely new co-brand concept that pairs authentic Mexican cuisine with specialty coffee.

Dick DuBois, president of Jo To Go America, Inc. reports that the initial response to the concept more often than not involves the baffled question: "Tacos and coffee?"

But Jo To Go America, Inc may be on to something when you consider the co-brand in light of the fact that Mexican food is number one in the quick service industry, specialty coffee businesses continue to grow at a dizzying pace, and coffee is a product that traces its origins to Latin American countries.

"It's not even a long shot, it's very obvious," DuBois commented. "But people don't think about it. They look at the brand image of specialty coffee and Mexican food industry heavyweights, and say 'That doesn't fit.'"
DuBois intends to change those perceptions.

Taco Flamingo, the new co-brand to Jo To Go Coffee has been launched at the original Jo To Go Coffee location in Green Bay, Wisconsin. According to company research, Jo To Go Coffee is the first national coffee business to initiate a Mexican food co-brand. The Taco Flamingo/Jo To Go Coffee pairing serves the breakfast, afternoon and evening dayparts, a move which DuBois believes will enhance the customer base for future franchisees.

The Jo To Go Coffee element of the co-branded team continues to offer the fabulous specialty coffee drinks and bakery for which the coffee franchise has become known. Taco Flamingo is a quick service drive-thru offering authentic Mexican grill fare with breakfast, lunch and dinner options for the whole family.
"The main differentiator between Taco Flamingo and other quick service Mexican restaurants is the quality and authenticity of the menu items," commented DuBois. "We use chopped steak instead of hamburger, and we also offer seasoned chicken, pork or fish. Our tomatoes, lettuce, and cilantro are fresh and we use real cheese."

Authentic menu items include tacos, burritos, quesadillas, chimichangas and tortas, served quickly to order. Combo meal options pair those favorite main dishes with popular sides like rice and beans, chips and salsa. Customers are able to choose an enticing meat selection of steak, seasoned chicken, seasoned pork and even fish.
Customers also have the luxury of choosing "American-style" with meat, cheese, lettuce and tomatoes or "Mexican-style" with meat, onion, cilantro and lime.

The format of the new store remains a double drive-through, where customers are able to order and receive service at either drive-through window for Jo To Go Coffee and/or Taco Flamingo products and service.

Jo To Go America, Inc. has found that people's perceptions quickly adjust after they experience the co-brand. Just four months after the launch the franchisor has been fielding requests for a catering program—they've since put one in place as of early February—and are making plans to convert company-owned stores and future franchise locations to the Jo To Go Coffee/Taco Flamingo co-brand.

Jo To Go Coffee and Taco Flamingo are subsidiaries of Jo To Go America, Inc. Founded in Green Bay, Wisconsin in 1998, the quick service drive-thru businesses of Jo To Go America, Inc. cater to busy lifestyles with speed, convenience, and fun. The company continues to add coffee franchise opportunities across the U.S. with franchises under contract in Georgia, Illinois, Kansas, Michigan, Missouri, New York and Wisconsin. For more information about Jo To Go Coffee, please visit www.jotogo.com or www.jotogo.blogspot.com.

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