Mexican quick-service chain Taco John's is updating its brand, introducing a new tagline, advertising campaign and website urging customers to "Unwrap the Original."

The goal, according to the company, is to make the Taco John's brand more relevant for Millennials and new markets without alienating current guests.

"We found that for many guests, Taco John's means nostalgia – it's the Mexican quick-serve place they grew up with. But in new markets, guests don't have that type of history," said Jeff Linville, CEO for Taco John's. "Our research found people love our food once they taste it. And new customers appreciate the fact we've been in business for 45 years."

Taco John's surveyed 1,200 quick-serve customers nationwide and hosted focus groups in existing and potential new markets. The chain discovered the brand needed to be built around its long-time points of difference, including Potato Olés, Mexican-inspired wings, hand-made salsa and chips, fresh produce and quality tortillas. Insights gathered led to the new "Unwrap the Original" brand positioning.

As part of the refresh, Taco John' has updated its packaging, point-of-purchase materials, digital marketing, social media and TV ads. "Unwrap the Original" will also be seen as the chain rolls out refreshed uniforms and brand standards, a new restaurant design and new menu items in 2015.