Today, we’re talking about Taco John’s — the 370-unit, Wyoming-based “West-Mex” quick-service chain — which is launching menu items including a flat, crunchy tostada topped with shredded, lettuce, pico de gallo, and two types of cheese. It reminds us of a more refreshing, remixed version of a Mexican pizza from that otherquick-service Mexican chain.

But while it might be tempting to compare the growing mid-sized brand to its national competitors, Taco John’s is carving out a corner of the market share all on its own with innovative menu items and a brand refresh as the mainly Midwest chain looks toward the future.

NRN senior editor Joanna Fantozzi recently visited the new second headquarters of Taco John’s in Minneapolis, Minn., where a rebranding of the company is underway. From new colors that will dominate the upcoming store designs (a cheery red, green and yellow), to a stronger emphasis on menu innovation and technology investment, the Taco John’s makeover signifies the company’s path forward into new markets and stomachs.