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EUGENE, OR-The locally based fast-food chain Taco Time is changing its hue. Dull green and off-white are set to be replaced by the likes of burnt orange, lemon yellow and eggplant purple as the company seeks to stand out in what has become a crowd of drive-thru eateries.

The prototype, in Eugene, got its new exterior colors a couple of weeks ago. Eventually, if all goes as planned, the color will bleed onto all 400 Taco Times in the United States and three other countries, and onto everything else as well, including its logo, signs, menu board, packaging, uniforms and Web site.

Taco Time was started in Eugene in 1959 by current Chairman Ron Fraedrick. The new colors are in response to consumers surveys that found strong food quality but weak brand identity, which is to say the company’s cactus isn’t nearly as recognizable as you-know-who’s golden arches.

The design changes will cost about $50,000 per store. Only four of the stores are corporate owned. The rest are held by an estimated 120 franchise owners. Taco Time sales have reportedly risen by between 2% and 3% in each of the past few years, to about $225 million.

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