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http://www.omniture.com --> Sections Home Page Local News AP News Archives Business Classifieds Event Calendar Forums Life Opinion Obituaries Photo Gallery Since We Asked Sports Tempo Weather Special Coverage 2006 Britt Festivals --> Shop Our Valley AutoFinder HomeFinder JobFinder Search Our Valley Special Sections Homelife Magazine Joy Magazine Readers Choice 2006 Oregon Golf Info Oregon Wine Info Our Valley Other Publications Local Links Ashland News eSouthernOregon Newspapers In Education Personals Moving Here Movie Listings TV Listings Volunteer Customer Service Advertise With Us Media Kit Place Classified Ad Contact Us FAQ's Home Delivery Site Map --> Email Story to a Friend August 26, 2006 Tacos rule fast food in Ashland Re-opening of town's popular Taco Bell defies the trend against fast-food chains Editor's note: The original version of this story included an incorrect reference to the closure of Ashland's KFC restaurant. The restaurant remains open, and the error has been corrected below. By Alan Panebaker for the Mail Tribune ASHLAND — The local Taco Bell is making a run to the bank and not the border in this town, unlike other food chains that have been tossed aside like so many cold Mexi-Nuggets. Following a major renovation, the local franchise re-opened at about 5 p.m. Thursday. Within minutes, taco-craving locals entered the restaurant. The previous building was torn down in April and rebuilt with a newer, fancier look. Jan Sutherland has owned the local franchise since 1999. It has outlasted Pizza Hut, McDonald's, Denny's and Dairy Queen, all of which closed in Ashland in recent years. "Ashland is not friendly to fast food," Sutherland said. However, she practices the same style of business in Ashland as in her other 17 Taco Bell franchises. Sutherland doesn't know why her business does so well in Ashland. She said it might be local seniors, who as a group tend to like the inexpensive and tasty fare. Advertisement The chain thrives here, but, Sutherland said, "There're towns where Taco Bells don't do real well." One place that proved especially hostile was Arcata, Calif. Sales were up. Customers loved the food. But broken windows and other persistent vandalism forced her from the town. Sutherland says Arcata is similar to Ashland in its disdain for chain restaurants. Ashland, however, welcomes Taco Bell. "You hate to say it's an addictive flavor, but it is," she said. James Twyman, a local New Age author and singer who calls himself the Emissary of Light, was one of Taco Bell's first customers Thursday. He munched on a 7-Layer Burrito, a concoction of beans, guacamole, lettuce, rice, sour cream, "three-cheese blend" and tomato wrapped in a tortilla. "Maybe it's just an illusion, but it just seems a little healthier," he said. "Ashland tends to be such a health-conscious town. Just the idea of going to McDonald's seems kind of repulsive to me." Nutrition data available at Taco Bell's corporate Web site run by Yum! Brands, which also owns Pizza Hut, KFC and Long John Silvers, among others, shows the good and bad for the regular 7-Layer Burrito: 530 calories, 21 grams of fat, 8 grams saturated fat, 2.5 grams trans fat, 25 milligrams of cholesterol and 1,400 milligrams of sodium — but with good amounts of calcium, protein, fiber and iron. Twyman said his Taco Bell addiction started when he was a vegetarian. The traveling "Peace Troubadour," also known for his ability to bend spoons, said he finds Taco Bell's food doesn't have the same fried taste of food from other fast-food places. Now a meat eater, he still stops at Taco Bell first on his travels. "For some reason, people think that Taco Bell's not quite as greasy and grimy as other fast food places," he said. Answers to Taco Bell's success in Ashland while other franchises have failed are elusive. Ron Peil, the former owner of the Ashland Dairy Queen, is still baffled by the nature of the business. He sold his site to the People's Bank of Commerce last summer. It was not failing, he said, but business was slumping. "It's one of those things. You really don't know," Peil said. "They accept some restaurants, and others they don't. It's kind of hard not to take it personally." Alan Panebaker is a reporter for the Ashland Daily Tidings. Reach him at 482-3456, Ext. 227, or [email protected]. Would you like to respond to this story? If so Click Here to visit our forums. Advertisement Copyright © 1997-2006 Mail Tribune, Inc. All rights reserved. Privacy Policy | Terms & Conditions | Website Feedback online casinos news Home Security Systems California Casinos Men's Clothing Southern Oregon Loans --> GMAT Prep Fundraisers Send Flowers Texas Electric Choice Entertainment Guide --> Casinos Canada Trunks, Footlocker Online Casino Reviews