Taco Bell
 |
Type |
Wholly owned subsidiary |
Industry |
Fast Food |
Founded |
Downey, California
(March 21, 1962) |
Headquarters |
Irvine, California, U.S. |
Number of locations |
6,446 restaurants (2009)[1] |
Key people |
Glen Bell, Founder
Greg Creed, President, CEO |
Products |
Tacos, burritos, and other Tex-Mex cuisine-related fast food |
Revenue |
$1.9 billion (2009)[1] |
Employees |
175,000+ |
Parent |
Yum! Brands |
Website |
tacobell.com |
The classic Taco Bell logo used from 1985 to 1994. It is still in use at many older Taco Bell locations.
Taco Bell's original restaurant design with its first logo sign in
Wausau, Wisconsin. Demolished May 5, 2010.
A Taco Bell restaurant design that was popular in the 1980s and 1990s, and remains the most common design today.
Taco Bell's current restaurant design introduced in the 2000s.
Taco Bell is an American chain of
fast-food restaurants based in
Irvine, California. A
subsidiary of
Yum! Brands, Inc., it serves American-adapted Mexican food. Taco Bell serves
tacos,
burritos,
quesadillas,
nachos, other specialty items, and a variety of "
Value Menu"
items. Taco Bell serves more than 2 billion consumers each year in more
than 5,800 restaurants in the U.S., more than 80 percent of which are
owned and operated by independent franchisees.
History
Founding and growth
Taco Bell was founded by
Glen Bell who first opened a hot dog stand called Bell’s Drive-In in
San Bernardino, California
in 1946 when he was 23 years old. Six years later, he sold the stand
and opened a new one two years later, this time selling tacos under the
name of Taco-Tia. Over the next few years Bell owned and operated a
number of restaurants in southern California including four called El
Taco. Bell sold the El Tacos to his partner and built the first Taco
Bell in
Downey in 1962. In 1962, he sold Taco-Tia.
[2] Kermit Becky, a former Los Angeles police officer, bought the first Taco Bell franchise from Glen Bell in 1964
[citation needed] (with a little encouragement from another L.A. police officer Joseph Charles Zeller
[citation needed]), and located it in
Torrance. The company grew rapidly, and by 1967, the 100th restaurant opened at 400 South Brookhurst in
Anaheim. In 1970, Taco Bell went public with 325 restaurants. In 1978,
PepsiCo purchased Taco Bell from Glen Bell.
[3]
Taco Bell Express
In 1991, Taco Bell opened the first Taco Bell Express in
San Francisco. This concept is a reduced-size restaurant with a limited menu (primarily items priced under $1), meant to emphasize volume.
[4] Taco Bell Express locations operate primarily inside convenience stores, truck stops, shopping malls, and airports.
Dispute with the Coalition of Immokalee Workers
In March 2005, the
Coalition of Immokalee Workers (CIW)
won a landmark victory in its national boycott of Taco Bell for human
rights. Taco Bell agreed to meet all of the coalition's demands to
improve wages and working conditions for
Florida tomato pickers in its supply chain.
[5]
After four years of a tenacious and growing boycott, Taco Bell and Yum! Brands agreed to make an agreement called the
CIW-Yum agreement with representatives of CIW at Yum! Brands headquarters.
[6] The CIW-Yum agreement set several precedents, establishing:
- The first direct, ongoing payment by a fast-food industry leader to
farm workers in its supply chain to address substandard farm-labor
wages (nearly doubling the percentage of the final retail price that
goes to the workers who pick the produce).
- The first enforceable Code of Conduct
for agricultural suppliers in the fast-food industry (which includes
the CIW, a worker-based organization, as part of the investigative body
for monitoring worker complaints).
- Market incentives for agricultural suppliers willing to respect their workers’ human rights, even when those rights are not guaranteed by law;
- Full transparency for Taco Bell’s tomato purchases in Florida; the
agreement commits Taco Bell to buy only from Florida growers who agree
to the pass-through and to document and monitor the pass-through,
providing complete records of Taco Bell’s Florida tomato purchases and
growers’ wage records to the CIW.[7]
Two basic "crunchy" corn shell beef Taco Bell tacos
Border Bell
In 1997, PepsiCo experimented with a new "fresh grill" concept, opening at least one Border Bell restaurant in
Mountain View, California on El Camino Real (
SR 82).
[8] In addition to a subset of the regular Taco Bell menu, Border Bell offered Mexican-inspired items like those available from
Chevys Fresh Mex restaurants (then owned by PepsiCo), such as Chevys signature sweet corn
tamalito pudding and a fresh salsa bar.
Reduction of trans fats
As of April 2007
[update], Taco Bell had switched to zero
trans fat frying oil in all of its US single-branded locations.
[9]
Volcano Taco and Volcano Double Beef Burrito
Taco Bell revealed in June 2009 that it will be adding to its main
menu the Volcano Double Beef Burrito and the Volcano Taco, a former
limited-time item.
[10]
Cupcakes and smoothies
It was reported in October 2009 that the chain has been testing
smoothies, mini-snacks, and other items. A
juice bar has been installed in some restaurants along with a display containing
cupcakes and other snacks.
[11]
Breakfast
On 1/26/12 Taco Bell introduced a breakfast menu at 800 locations.
The menu includes burritos stuffed with eggs and either sausage, bacon
or steak; sausage and egg wraps; hash browns; hot or iced coffee, and
orange juice.
[12]
Advertising
Taco Bell's headquarters in Irvine, California
In March 2001, Taco Bell announced a promotion to coincide with the re-entry of the
Mir space station.
They towed a large target out into the Pacific Ocean, announcing that
if the target was hit by a falling piece of Mir, every person in the
United States would be entitled to a free Taco Bell taco. The company
bought a sizable insurance policy for this gamble.
[13] No piece of the station struck the target.
In 2004, a local Taco Bell franchisee bought the
naming rights to the
Boise State Pavilion in
Boise, Idaho and renamed the stadium
Taco Bell Arena.
[14]
In 2007, Taco Bell offered the "Steal a Base, Steal a Taco" promotion—if any player from either team stole a base in the 2007
World Series
the company would give away free tacos to everyone in the United States
in a campaign similar to the Mir promotion, albeit with a much higher
likelihood of being realized.
[15] After
Jacoby Ellsbury of the
Boston Red Sox
stole a base in Game 2, the company paid out this promotion on October
30, 2007. This promotion was used again in the 2008 World Series, when
Jason Bartlett of the
Tampa Bay Rays stole a base during Game 1 at
Tropicana Field, which was paid out on October 28, 2008.
[16]
Taco Bell sponsors a promotion at home games for both the
Portland Trail Blazers and the
Cleveland Cavaliers in which everyone in attendance receives a coupon for a free Chalupa if the home team scores 100 points or more.
[17][18]
In 2009, Taco Bell introduced a
music video
style commercial entitled, "It's all about the Roosevelts" composed and
produced by Danny de Matos at his studio for Amber Music on behalf of
DraftFCB Agency. Featuring
Varsity Fanclub's
Bobby Edner, the
rap music
style commercial shows a group of friends gathering change as they
drive toward Taco Bell. The commercial represents Taco Bell's first
foray into movie theater advertising, featuring the ad during the
opening previews of
Transformers: Revenge of the Fallen and
Public Enemies as well as screens in some movie theater lobbies.
[19]
On July 1, 2009, Taco Bell has replaced 20-year sponsor
McDonald's as the fast food partner of the
NBA. Taco Bell and the
NBA agreed on a 4 year deal allowing them to advertise on
ABC,
TNT and
ESPN, and NBA-themed promotions.
[20]
Infomercial salesman
Billy Mays signed a deal in June 2009 to shoot infomercial-style commercials for the chain, with filming to begin in August.
[citation needed] His unexpected death from a
heart attack on June 28, 2009 canceled those plans.
On July 21, 2009,
Gidget, the
Chihuahua featured in Taco Bell ads in the late 1990s, was
euthanized after suffering a stroke.
[21] She was 15 years old.
2009 commercials for the "Frutista Freeze" frozen drink feature
Snowball, an
Eleonora Cockatoo noted for his ability to dance to human music.
[22]
In an effort to promote their $2 Meal Deals, Taco Bell started a
Facebook group in June 2010 to collect signatures on a petition that
appeals to the
Federal Reserve to produce more
two-dollar bills.
[23]
A large advertising push by Taco Bell was begun in late February
2011 in response to a consumer protection lawsuit filed against the
company by an Alabama law firm. The promotion sought to counter
allegations that the company falsely advertised the ratio of
ingredients of its beef filling for its tacos. The spots featured
employees and franchisees stating that the filling has always been a
mixture of 88% beef and various spices and binders and nothing else.
The ad followed several full page print ads in the New York Times and
other newspapers that featured the headline "Thank you for suing us."
[24] Additionally, the chain added a new social campaign using
Twitter and
Facebook. The company invested heavily in the campaign, spending more than $3 million (
USD)
putting out its message - about 20 percent more than the company
usually spends on an advertising program. The various campaigns came
shortly before the company began its official response to the suit in
the
United States District Court for the Central District of California
and were designed to bring public opinion into their camp. Various
analysts stated that the company would have been better off using a
grass-root campaign that involved in store advertising and other
non-broadcast media.
[25] The suit was eventually withdrawn,
[26]
and the company continued its advertising response by publicly
requesting an apology from the suing firm of Beasly Allen. Analyst
Laura Ries, of marketing strategy firm Ries & Ries, stated she
believed Taco Bell's latest response was a mistake. She went on to
comment that reviving memories of a suit that the majority of the
public had forgotten after the initial burst of publicity, commenting
"when
you run these ads defending, defending, defending, sometimes people
think, 'Well, wait a minute, why are they trying so hard to defend
themselves?'".
[26]
Outside the United States
Australia
Taco Bell first opened in Australia in September 1981, but Taco Bell
was ordered to change its name after the owner of a local restaurant
successfully sued Taco Bell for misleading conduct.
[27]
The local restaurant was called "Taco Bell's Casa" and had been
operating in Australia since the 1970s. The owner successfully argued
that Sydneysiders would confuse the takeaway chain with his restaurant,
and this would damage his reputation. Taco Bell later opened in 1997 in
Australia with a store in the cinema district on George St in Sydney
and a year later in 1998 within a few KFC stores in the state of New
South Wales, but by 2005, the Taco Bell brand was pulled out of the
country.
Canada
Taco Bell has been present in Canada since 1981, with the first store opening in
Windsor, Ontario.
China
In 2003,
Yum! Brands
introduced the Taco Bell brand into People's Republic of China. The
Chinese Taco Bell restaurants were not fast-food restaurants like other
Taco Bells. Instead, they were full-service restaurants called
Taco Bell Grande
that are more analogous to a Mexican grill in the United States. In
addition to the usual taco and burritos, Taco Bell Grande also served
other Mexican cuisine like
albóndigas (meatball soup),
tomatillo grilled chicken,
fajitas, and
alcoholic drinks such as
Margaritas. The chain had operated three restaurants in China, two in
Shenzhen and one in Shanghai. However, the Shanghai location closed at the end of January 2008.
[28] One location in Shenzhen closed on February 20, 2008; the second location followed shortly after, closing on March 5, 2008.
[29]
Cyprus
A Taco Bell opened in
Cyprus in December 2009 in
Limassol at the
MyMall. Further restaurants are planned to be opened within the next 18 months (probably also in Cyprus' capital
Nicosia).
[30]
Greece
Greece's first Taco Bell opened in
Athens upon the grand opening of the newly constructed
Athens Metro Mall on November 30, 2010.
[31][32]
Iceland
Taco Bell in
Iceland is operated as a part of the KFC establishment in
Hafnarfjörður, suburb of
Reykjavík. It was established in late 2006, after the departure of the U.S. Navy from
Naval Air Station Keflavik. A second location opened in the Ártúnshöfði part of Reykjavik in November 2008.
[33]
The Ártúnshöfði location is now closed, and replaced by a new location
in the nearby area of Grafarholti (together with KFC). (update 07/2011)
India
India's first Taco Bell outlet opened at the
Mantri Square mall,
Bangalore.
[34] Another outlet at the Gopalan Mall, Bangalore opened in February, 2011.
Mexico
Taco Bell has attempted to enter the Mexican market twice. After a
highly-publicised launch in Mexico City in 1992, all the restaurants
were closed two years later. In September 2007, Taco Bell returned to
Monterrey, this time promoting itself as selling American food, but closed in January 2010 due to low patronage.
[35][36][37]
Philippines
Taco Bell opened its first
Philippine branch on October 30, 2004 at the
Gateway Mall in
Cubao, Quezon City.
They now have one on the ground floor and one on the fourth floor in
the food court at the Gateway Mall. They have also added another branch
at the
TriNoma mall in
Quezon City. In November 2010, Taco bell will open its fourth branch at
SM Seaside City Cebu at
Cebu City on 2013.
[38][dated info]
Poland
The first Polish Taco Bell store was opened in 1993. Following an
aggressive campaign of expansion, Taco Bell's efforts soon withered,
and the chain withdrew from Poland shortly thereafter.
Singapore
Taco Bell in
Singapore
existed for a number of years, mostly as combination stores with KFC
such as the one that operated at the Funan Digital Life Mall, but in
2008, Taco Bell completely pulled out of Singapore.
[39]
Spain
The first Taco Bell in Spain was opened at
Naval Station Rota in 2004 and is available only to those authorized to access the naval base.
[40] The first Taco Bell for the general public was opened in the
Islazul Shopping Mall,
Madrid, in December 2008.
[41]
Yum! Brands announced that it would open additional restaurants in
Spain in early 2009 as part of a test trial for the European market.
[42][43]
A second location has now opened at the La Vaguada Shopping Mall,
Madrid (03/2010). Another location recently opened at the Plaza Mayor
shopping mall in Malaga, Spain.
South Korea
There are currently two locations in
Seoul, in the
Itaewon and
Hongdae
districts, which attract the most foreigners and college students. The
two branches opened in the summer of 2010, Itaewon's branch coming
first. A Taco Bell had long been a presence at the U.S. Army's
Yongsan Garrison,
which is off-limits to non-military people, and for a time there was a
tongue-in-cheek grassroots campaign by non-Korean, non-military
foreigners in Seoul to get another Taco Bell location.
[44]
United Arab Emirates
A Taco Bell opened in the United Arab Emirates in November 2008 in
Dubai (home of the
Burj Khalifa) at the
Dubai Mall.
[45]
Two more locations were opened at Mirdif City Centre and Deira City Centre in 2010.
[citation needed] A fourth UAE location was also planned for Bawadi Mall in the city of Al Ain.
As of February 2012, the locations at Dubai Mall, Deira City Centre, and Mirdif City Centre have all closed.
United Kingdom
The United Kingdom was the first European country with a Taco Bell,
although it remains extremely difficult for UK inhabitants to patronise
a store. In 1986, a location was opened in London on
Coventry Street (between
Leicester Square and
Piccadilly Circus) followed by a second location in
Earls Court near the
Earl's Court tube station. One other store opened in
Uxbridge but all closed in the mid 1990s.
[46] In 1994, the university food provider
Compass announced plans to open stores in its
university and
college sites. However, only one store was opened in
Birmingham University, no other stores were opened, and the Birmingham site is now closed.
[47][48] There are 2 Taco Bell sites in the UK in operation at the
Strategic Air Command and
United States Air Force bases at
RAF Mildenhall and
RAF Lakenheath, but, commensurate with existing security controls, access is restricted to relevant service personnel.
[49]
Yum! Brands announced that it is considering reopening Taco Bell
locations in the United Kingdom as part of a large planned expansion
into Europe, with trial outlets opening first in Spain in early 2009.
Yum! is taking advantage of the recent recession which led to
increasing sales at other fast food outlets; it also said that there is
now a greater awareness of Mexican food in the UK and that it can be
successful with improved menu offerings and marketing.
[42][43] The first new store opened at the
Lakeside Shopping Centre on June 28, 2010.
[50] Taco Bell opened a second store in
Basildon on November 29, 2010 and the third in the
Manchester Arndale on November 7, 2011.
Other countries
Taco Bell is also present in the
Dominican Republic,
Puerto Rico,
Guam,
Aruba,
Costa Rica,
Chile,
Colombia,
Ecuador,
Panama and on
AAFES military bases in
Japan,
Germany,
Iraq,
Guatemala[51], and
El Salvador[52].
French fries
Canada, Costa Rica, the Dominican Republic, Puerto Rico, India, El
Salvador, Guatemala, and Spain are the only countries where Taco Bell
offers french fries, which appears in two varieties: Fiesta Fries
(Topped Fries in Spain) (like Nachos Supreme, changing nachos for
fries), and regular French fries. Chili cheese fries (fries topped with
beef chili, cheese, and chives) are also available in Canada. The UK
branches offer Mexican (seasoned) fries.
See also
Notes
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- ^ Zimmer, Erin (June 12, 2009). "Taco Bell's Volcano Taco with Lava Sauce Returns to Menus Nationwide". SeriousEats.com. http://www.seriouseats.com/2009/06/taco-bell-volcano-taco-returns-lava-sauce-fast-food-double-beef-burrito.html.
- ^ Luna, Nancy (October 7, 2009). "Oh my! Taco Bell testing cupcakes & smoothies". OCRegister.com. http://fastfood.freedomblogging.com/2009/10/07/taco-bell-testing-cupcakes-smoothies/35977/.
- ^ "Taco Bell enters breakfast arena". usatoday.com. January 26, 2012. http://www.usatoday.com/money/industries/food/story/2012-01-26/taco-bell-breakfast/52799026/1.
- ^ Taco Bell press release March 19, 2001
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- ^ Strauss, Daniel. Taco Bell asks Fed for Jeffersons. Politico. June 11, 2010.
- ^ "Taco Bell launches saucy ad campaigns against meat allegations". The Independent. 3 March 2011. http://www.independent.co.uk/life-style/food-and-drink/taco-bell-launches-saucy-ad-campaigns-against-meat-allegations-2230712.html. Retrieved 6 March 2011.
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- ^ a b Schreiner, Bruce (18 April 2011). "Taco Bell beef lawsuit dropped". News Tribune. Associated Press (Tacoma, Washington). http://www.thenewstribune.com/2011/04/18/1631463/lawsuit-questioning-taco-bells.html. Retrieved 22 April 2011.
- ^ "Re Taco Bell Pty Limited v Taco Company of Australia Inc [1981] FCA 219; (1981) 60 FLR 60 (22 December 1981)". Austlii.edu.au. http://www.austlii.edu.au/cgi-bin/sinodisp/au/cases/cth/FCA/1981/219.html?query=^taco%20bell. Retrieved February 9, 2010.
- ^ Taco Bell Shanghai Closes Shop[dead link]
- ^ "Adios, Taco Bell Grande". Shenzhenbuzz.com. http://shenzhenbuzz.com/tbg. Retrieved February 9, 2010.
- ^ "News - Taco Bell to open first Cyprus store by December". Financialmirror.com. September 13, 2009. http://www.financialmirror.com/News/Cyprus_and_World_News/17316. Retrieved February 9, 2010.
- ^ "Taco Bell" (in Greek). Athensmetromall.atcom.gr. 2010. http://athensmetromall.atcom.gr/gr/estiasi/?s=41&id=17. Retrieved January 2, 2011.
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- ^ "Company News; Pepsico Opens A Taco Bell In Mexico City". New York Times. 1992-06-05. http://query.nytimes.com/gst/fullpage.html?res=9e0ce1dc123ff936a35755c0a964958260. Retrieved 2011-08-16.
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- ^ "Taco Bell Philippines". Tacobell.com.ph. http://www.tacobell.com.ph/index.php. Retrieved February 9, 2010.
- ^ "Funan DigitaLife Mall". Funan.com.sg. http://www.funan.com.sg. Retrieved February 9, 2010.
- ^ Schonauer, Scott (April 3, 2004). "Taco Bell, KFC Express set to open at Rota". Stripes.com. http://www.stripes.com/article.asp?section=104&article=21387. Retrieved February 9, 2010.
- ^ "Noticias de Franquicias - Franquicias Hoy : Taco Bell se estrena en España en el madrileño Islazul". Franquiciashoy.es. December 18, 2008. http://franquiciashoy.es/noticias/19930/18/12/2008.html. Retrieved February 9, 2010.
- ^ a b Adamy, Janet (November 19, 2008). "Yum Brands Bets on Taco Bell To Win Over Customers Overseas". Online.wsj.com. http://online.wsj.com/article/SB122705632904339487.html?mod=googlenews_wsj. Retrieved February 9, 2010.
- ^ a b Chesters, Laura. "KFC and Taco Bell gain appetite for UK". Property Week. http://www.propertyweek.com/story.asp?sectioncode=297&storycode=3128636&c=1. Retrieved February 9, 2010.
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- ^ http://tacobell.com.gt/restaurantes/
- ^ http://tacobell.com.sv/
External links