Jimboy's Tacos' New Year's LTO takes new approach to fitness resolutions

Jimboy's Tacos is giving that growing anti-New Year's resolution crowd a way to tell friends they're hitting the "gym" without lifting much more than a taco through its 2018 kick-off LTO that prompts customers to "Hit the 'Jim.'" 

Through Feb. 28, customers can get a half-dozen Parmesan-dusted ground beef tacos for $11.99, a news release said. 

"Jimboy's always does things a bit differently, so amidst all the 'new year, new you' hype, we've taken on our own meaning of 'hitting the gym,'" CEO Bob Andersen said in the release. 

Even plant loving customers can partake in the special, which also applies to a six-pack of the brand's bean tacos. Like the beef version, the brand's bean tacos also contain American cheese and lettuce in a stone ground corn tortilla dusted with Parmesan, a longtime brand trademark of sorts. 

"It might seem crazy, but dusting our tacos with Parmesan cheese has been our signature move for over 60 years, and our fans love it," Andersen said. 

The longtime brand born out of a California food trailer so long ago now has 39 locations in both California and Nevada. 

Topics: Burger/Steak/BBQ, International, Marketing / Branding / Promotion

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