Chili Today Hot Tamale


After being opened for seven months, a restaurant in downtown Racine changed it’s name. The original name of the restaurant was Taos Chili. Seems the owner was surprised that he’d been pigeonholed by customers as only a chili place and didn’t realize that he also served sandwiches, salads and vegetarian dishes.

Taos, by way, did not refer to the city in New Mexico, it was an acronym for “The Art Of Sandwich.” The owner was quoted as saying, “I was hearing from far too many people that, as far as they knew, it was just a chili place so they weren’t coming (Downtown).”
Before opening in March, he said he wanted to be known for his “killer pulled pork sandwich.”

Is the name of your business holding you back? Your name doesn’t have to describe what you do but if you don’t want to be known as a Chili restaurant don’t put “Chili” in your name. Perhaps the name “Sandwich Art” might be more descriptive and have a greater curiosity factor than his new name, “Dalecooks.”

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About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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