TYSON’S CORNER, Va. — On a recent excusion to one of Tysons Corner’s casual dining restaurants, On the Border, I learned that it is home to the FAJITA REVOLUTION. Apparently, they are revolutionizing the way I enjoy fajitas. I disagree as I had brisket tacos instead. That is not the point though, apparently fajitas are much more serious than I could have possibly imagined. You may recall that On the Border’s neighbor, Chili’s, told me I could control my own Fajita Destiny. Are fajitas the next conflict in foodstuff marketing, like the Cola Wars^* of the late 1980s?

I wonder how much further marketers will take this trend. Will be seeing things like Fajita Century, Generation Fajita, or Fajita Reich?

*My Advertising 320 professor told the class a couple of times, in muted tones, that he was a “veteran of the Cola Wars.”