These 2 simple changes (strategies) transformed a brand/from BusinessInsider…

30 Mar

Taco Bell Made 2 Changes That Transformed The Brand

Taco bell doritos locos taco
Taco Bell’s image has completely changed for the better.

The brand was once called Taco Hell and known for cheap food with poor quality.

But Taco Bell has become a social-media sensation in recent years. Customers, many in high school and college, proudly post photos of their Taco Bell meals to Twitter and Instagram.

We spoke with Taco Bell’s chief marketing officer, Chris Brandt, about the two major changes the company has implemented to transform its brand.

1. Innovating products. Taco Bell has revamped its menu. The brand released the Doritos Locos Taco in 2012, selling more than 1 billion units the first year. Taco Bell started offering a healthier “fresca” menu. This year, the big menu innovation is breakfast. Taco Bell also made tweaks to the quality of its ingredients. “We have better beans, beef, real pico de gallo,” Brandt said. “The improvement in quality made a big difference.” Taco Bell’s sales rose 5% in 2013.

2. Hitting on trends. Taco Bell has built an image as a snacking and late-night destination. The brand started Happier Hour with loaded griller burritos and medium fountain drinks for $US1. “Consumers wanted more options at different hours than the traditional fast-food experience,” Brandt said. “By adjusting to their changing tastes, we’ve been able to get even more customers.”

Taco Bell executives hope the breakfast menu, which launched nationwide March 27, will make the chain an even bigger brand.

“We’re in breakfast for the long haul and plan to be here on a permanent basis,” Brandt told Business Insder. “We want to be people’s new routine for breakfast.”


Follow Business Insider Australia on Facebook and Twitter


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


We're already living in the future. It's just not evenly distrbuted yet.

The JAY Group

Insight, observations, and opinions on everything about loyalty marketing.


Thoughts on "marketing to people" and polls to share opinions

Lexicon Blog

Thoughts and insights on name branding.

Calling All Storytellers...

The new social network, Medium, is the perfect place for you.

#SocialMedia #Marketing #Technology


Silicon Valley news about tech money and innovation

imagine change

Just another site


Your source for news, information & resources


Business Process Modeling Software

Jeffbullas's Blog

Just another site

Gods of Advertising

We make you want what you don't need.


Business Development & Offshore outsourcing

White Elephant in the Room

random insight from an unwanted houseguest

Tradesmen Insights

Marketing to the professional tradesman in the Construction, Industrial and MRO markets

%d bloggers like this: