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Taco John's has adopted and trademarked the term "West-Mex" to describe their food and service attitude.<ref name="Arellano 2013"/> The company defines "West-Mex" food as having fresh, bold flavors, including their [[Signature dish|signature]] "Potato Olés", sauces, spices, and salsas.<ref name="The State"/><ref>{{cite web | last=Shaw | first=Amanda | title=Upstate locations among 100 new taco restaurants coming to Carolinas | website=FOX Carolina 21 | date=December 18, 2017 | url=http://www.foxcarolina.com/story/37095321/upstate-locations-among-100-new-taco-restaurants-coming-to-carolinas | access-date=December 26, 2017}}</ref>
In 1989, the company trademarked the phrase "[[Taco Tuesday]]" in every U.S. state except New Jersey, where another restaurant had already trademarked it. As of 2023, Taco John's has abandoned its trademark on the phrase.<ref>{{cite web |url=https://www.cbsnews.com/news/taco-johns-taco-tuesday-trademark-dispute-taco-bell-ends/ |website=CBS |access-date=25 October 2023}}</ref>
==Advertising, mascots, slogans, and logos==
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