Taco Bell

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Graphic Design 2
September 27, 2010

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  • This is probably the taco bell you recognize. Or possibly their spoke’s dog and. Maybe you even recognize them for their tacos. How about this guy?! This is the Taco tycoon Glen Bell
  • Glen bell opened up his first restrauant at the ago f 23 – it was a small hot dog stand in San Berandion CA. He was the only employee and the stand only served take out food. Within his first day of business he made $20 and worked 16 hours! This guy was dedicated. In 1952 Bell’s Drive in opened – it sold hot dogs and hamburgers it was right around the time that the mcdonald brothers began their fast food restraurant business.
  • Bell started to sell tacos in the early 50’s but was cautious to sell them in mexian neighborhoods. His stragety was that if tacos were succesfull it may just be because of the location. During this period he also sold chili dogs – which is how he perfected hi tradtional taco sauce. The tacos sold for 19 cents each! He began expanded in 1953, when he built the second taco stand in Barstow CA
  • 1956 sold 3 Taco Tiasexpansion to los angeles restaurant market and partnered with four member of los angeles rams gootball team 1958 formed el taco restraurant chain with central commissary to serve up to 100 units – three outlets were initiall opened, producing profits of $3000 after the first year of business
  • First Taco Bell in 1962 bell sold his share in a successful restaurant chain year later opened first taco bell in doney – 8 more outlets were built in Long beachParamountLos Angeles1964 kermitbecky purchased the first taco bell franchise in the South Bay area of los angeles with other franchisers buying in later1965 a year later the taco bell chain went public on the Pacific stock exchange enabling bell to receive bank financing for the first time previously financing was secured on a praviate basis…first taco bell opened with 40 shares worth $100 and help by bell’s family
  • izza hut – pepsico subsidiary, launched taco kid challenging taco bell. Launch failed in february 1978 the chain was bought by pepsico for just under $125 million in stockpepsiCo was challenged to make taco bell less a regional ethnic food phonomenon and more national fast foodStrategy emphasized that taco bell outlets would sport spartan simplicity in décor and menu, with a concentration on predictable quality, affordable prices, and clean and convenient sorroundings. Taco bell also moved swiftly to redesign the company lgooOld logo hispanic man dozing under a giant sombreor replaced by a sparkling bell atop the company name
  • Taco Bell changed its logo because of "Demolition Man". Here's one more on "Demolition Man". When the movie came out in 1993 and prominently featured Taco Bell, it didn't feature their traditional logo and colors (brown, plus a red/green/yellow rainbow)... it featured a pink and purple "future" logo.

Taco Bell took advantage of that to make the one and only logo color scheme change in their company history.

After "Demolition Man" is when Taco Bells started rolling out the new pink and purple logo. It's not quite the same as the futuristic one... I mean, look at the space-age font and bar code-looking bell!... but I guess it's the step in between the old logo and the future one.
  • 1983 John E Martin became president of the company1985 stressed that taco bell had same ingredients as burger rivals: beef, cheese and tomatoesDifferent and according to the company more satisfying wayTag line – just made for youReminded consumers that 60% of the productes were custom made no dish prepared until ordered1986 New outlets had a different style – traditional had arched windows and re-tile roofs but had added stucco, skylight inside, sillk plants, light colored wood – new dishes, drive through windows as a standard feature
  • 1986 they expaned overseasTwo years later, taco bell made widespread pricing and production changesResulting lower price of many of the items on the taco bell menu forced rival hamburger chains to follow suitContracting out food prepration including dicing and slicing of vegetables and the frying of taco shellsReversed the 70% kitches and 30% dining room ration in all its outlesWe no longer dedicate an awful lot of lavor and space to doing things that have no customer value at allPaid dividents for taco bell. Mexican fast food chain to raise its profits by 25% annuall during the late 1980s at a time when it was sharply dropping its prices
  • 1991 introduced a three tiered value menuMost products a three main price levels 50 cents, 79 cents, 99 cents1992 11 international locationsTaco bell express small outlets with a lmited menu and litte or no seating – airports business cafes etc1986 they expaned overseasTwo years later, taco bell made widespread pricing and production changesResulting lower price of many of the items on the taco bell menu forced rival hamburger chains to follow suitContracting out food prepration including dicing and slicing of vegetables and the frying of taco shellsReversed the 70% kitches and 30% dining room ration in all its outlesWe no longer dedicate an awful lot of lavor and space to doing things that have no customer value at allPaid dividents for taco bell. Mexican fast food chain to raise its profits by 25% annuall during the late 1980s at a time when it was sharply dropping its pricesTaco bell in supermarkets in 1993 on their shelvesParent company pepsiCo’s attitude towar aggressive expansion reversed itself in 1900s…failed to provie an adequate returnTaco bell had operating margins of seven percent whereas its beverage divinon was seeing margins of 13 percent
  • . One of Taco Bell's most famous advertising campaigns ever... quite possibly their single most famous one... was the Taco Bell Chihuahua. He'd say "Yoquiero Taco Bell" and people loved him.

Well... they loved him enough to quote him... but NOT enough to actually go to Taco Bell. During the Chihuahua era, 1997 to 2000, Taco Bell sales slipped.

Finally, in 2000, Taco Bell decided they needed to send the Chihuahua to doggy heaven (as opposed to doggy hell, where you find Hitler's dog, Nixon's dog and one of the Lassies)... and go back to marketing to the one demographic that keeps the chain alive: Young, kinda stupid men.
1967 mckay named presidnet of taco bell – company owned 12 restaurants 325 franchies by 1970 taco bell was a $6million operation1983 Chain had 1600 outlets in 47 states $918 million in sales average franchise clamines $680,000 that year1986 2,400 outlets, over $1.4billion in sales1990 - 3,273 annual groth rate of 8.3%1989 to 1992 operating profits had grown by approximately $100 million …average sales growthing per store had fallen from about 16% to 7% a year
  • Taco Bell

    1. 1. The Logo Story of <br />TACO BELL<br />Amanda Bankowski<br />Graphic Design 2<br />September 24, 2010<br />Taco Bell Dog<br />
    2. 2. GLEN BELL<br /> World War II Veteran opened Bell’s Drive In 1946<br />Bell was 23 years old <br />Hot Dog stand in San Bernardino, California <br />One person stand serving only take out food <br /> Made $20 over 16 hr period on his first day<br />1952 Bell’s Drive In sold hamburgers and hot dogs <br />SAME TIME MCDONALD Brothers were building their first restaurant!<br />
    3. 3. WILL TACOS WORK?<br />Sold tacos in Mexican neighborhoods<br />If they were a success competitors would think it was because of location<br />Created Traditional Taco sauce <br />Tacos sold for 19 cents from a window on the side<br />2nd stand <br />Barstow, CA - 1953 <br />
    4. 4. TACO TIA<br />Constructed 3 new taco Tia stands<br />San Bernadino<br />Redlands<br />Riverside <br />$18,000 in sales in first month<br />Small commissary built to serve 3 Taco Tias and Bell’s Drive Ins <br />Vegetables, sauces, and deep taco shells prepared daily<br />Meat was cooked at individual restaurants<br />
    5. 5. MORE…MORE…MORE!<br />1956 sold 3 Taco Tias<br />Los Angeles restaurant market and partnered with 4 member of Los Angeles rams Football team <br />1958 formed el taco restraurant chain with central commissary to serve up to 100 units – three outlets were initially opened, producing profits of $3000 after the first year of business<br />
    6. 6. CREATION OF TACO BELL<br />First Taco Bell in 1962 <br />Doney – 8 more in:<br />Long beach<br />Paramount<br />Los Angeles<br />1964 First Taco Bell Franchise was purchased<br />1965 Taco Bell opened on the Pacific stock exchange<br />
    7. 7. CORPORTAION TAKEOVER<br />Pizza hut a PepsiCo subsidiary, launched Taco Kid and failed in February 1978<br />Taco Bell purchased by for just under $125 million in stock<br />PepsiCo wanted Taco Bell to be a national fast food<br />Strategy <br />predictable quality<br />affordable prices<br />clean and convenient surroundings<br />
    8. 8. NEW OWNER – NEW DESIGN<br />PepsiCo redesigned the logo - 1985<br />Hispanic man dozing under a giant sombrero <br />Sparkling bell above the company name<br /><ul><li>1995 was the last redesign – current logo</li></li></ul><li>DESIGN INSPIRATION<br />1993 “Demolition Man” featured a pink and purple "future" logo<br />Taco Bell took advantage of it <br />Changed the style as well as the color – only logo color scheme change in their company history<br />
    9. 9. THE SAME BUT BETTER<br />1985 stressed that Taco Bell had same ingredients as burger rivals:<br />Beef<br />Cheese <br />Tomatoes<br />Tag line – just made for you<br /><ul><li>Different and according to the company more satisfying way</li></ul>1986 New outlets had a different style <br />Traditional - arched windows and red-tile roofs <br />Added - stucco, skylight inside, silk plants, light colored wood – new dishes, <br />Drive through windows as a standard feature<br />
    10. 10. EXPANSION<br />1986 - Expanded overseas<br />1988 –widespread pricing and production changes<br />Lower price of items on the menu <br />Rival hamburger chains to follow suit<br />Less labor and space and more focus on customers<br />Food preparation contracted out<br />Dicing<br />slicing of vegetables<br />frying of taco shells<br />
    11. 11. HIGHLIGHTS OF THE 90s<br />1991 - 3 tiered Value Menu<br />50 cents<br />79 cents<br />99 cents<br />1992 - 11 international locations<br />Taco Bell Express <br />Limited menu <br />Little or no seating<br />1993 - Taco Bell products on supermarkets shelves<br />
    12. 12. YO QUIERO TACO BELL<br />Taco Bell Chihuahua ear 1997 – 2000<br />Most notable advertisement was theTaco Bell Chihuahua <br />People loved to quote him but not enough to buy tacos <br />The Taco Bell Chihuahua was a failure<br />Sales slipped<br />2000 – Retired the Chihuahua and marketed one demographic
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    13. 13. THE END<br />

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