When I moved to Houston I was a total Taco Cabana virgin. (Dallas has some scattered Taco Cabanas now and we also have Taco Buenos by the dozen, so don't feel too bad for me.)
Upon learning of a magical place that stayed open all night and served fresh tortillas and queso, the only real question was what to call it. Is it TC or Taco C? Don't even get me started on those people from the Heights who call it Monkey and Bird. Taco C might have a majority around town, but I fell in with a TC crowd. After all, if you're going to give a nickname, the fewer the syllables, the better.
It looks like the powers at Taco Cabana agree, because they've launched a new ad campaign with a sassy tone — and they're dubbing themselves TC. The flamingo pink signs aren't going to change, the company has announced that the nickname will be sprinkled throughout the new branding, including the tagline "That's TC!"
Most self-imposed nicknames are laughably pathetic — remember how embarrassing it was when Radio Shack just wanted to be The Shack? Because selling universal remotes is so fly.
But even though Taco Cabana might have decided to appropriate the nickname, it has some street cred. And drunk food is infinitely cooler than electronic accessories.
Do you think "TC" is cute or lame? Does it make you more likely to stop in for some tacos? Or are you still going to call it Taco C?