SUMMARYWe’re extending Taco Bell’s dominance of the late-nightfood scene by launching the Taco Bell Taco Truck.A mobile destination for the food people crave late at night,brought to the hotspots where they already are.The Truck doesn’t just serve Taco Bell on the go. This foodis spicier, cheesier, meatier, greasier. All the glory of TacoBell, amped up for the late night scene.
COMPETITIONTaco Bell is the number one Mexican fast-food chain with5,800 stores, 250 of which are internationalChipotle is the top in-category competitorLate night competition comes from fast food (McDonalds, BK),Diners (Denny’s, IHOP), and convenience stores (7-11)
OPPORTUNITYNo US growth for Yum! brands; current growth is coming fromoverseas expansion (especially China)Taco Bell is responsible for 60% of Yum! domestic profit; butis recovering from this year’s damaging beef lawsuitWe have the opportunity to kickstart domestic growth forYum! and re-establish brand love after the beef incident
TARGETSocial butterflies and bar aficionados. College students andyoung professionals.Their goal: having as much fun as they canDisregard for physical well-being / apathy towards liverhealthWill undoubtedly make decisions to be regretted in themorning, including but not limited to satisfying that cravingfor greasy, fatty, cheesy, spicy food at 2am
THE PROBLEMLate-night cravings are an inevitable partof a night on the townBut late-night food options are often few,far between, and far awayHence, the epic question: leave the funand end the night to get the food youcrave, or go hungry to ensure you don’tmiss out?
Food shouldn’t end the party,it should keep it going.Young socialites can appreciate the feeling of being torn betweenpartying and refueling.It’s accepted that as the journey for food begins, the partying isover.
Taco Bell Can Changethe GameBring the satisfaction rightoutside the action.Become part of the night, notthe end of it.So you can have yourburrito and eat it too.
PARENT BRAND POSITIONFor 18-24 year old males.Quick-service restaurant that serves upspicy and unique foods, something betterthan the typical greasy burger. Taco Bell isthe place to satisfy cravings .
EXTENSION POSITIONTo people who know the bouncer betterthan the TA, the Taco Bell Truck is the latenight food option that keeps the partygoing. It comes to you, so you don’t haveto miss out to satisfy your cravings.
CREATIVE OBJECTIVE:Create hype and awareness around the Taco Bell Truck.Potential customers should anticipate the truck’s arrival,seek its location, and share their excitement with like-minded friends
Q: How can we make sure the Truck is at thehottest night spots?A: Deep Foursquare integration finds themost active bars in the areaMake it easy to check in with Foursquare +Taco Bell stickers at venues. Scanning a codewill check you in with Foursquare with a‘shoutout’ for the Taco Bell Truck
Q: How can we spread the word about TacoBell Truck experiences?A: Make the Truck itself an auto-updatinglocation via GPSLeverage Foursquare’s ‘Moving Target’feature to make the Truck a destination.User gets an exclusive badge for checking inat the Truck, and each checkin broadcasts thelocation of the Truck socially and organically
SOCIAL Drop hints / build excitement for deployment Broadcast the location of the truck Distribute content filmed / created around the truck OTHER Placements in bars (trans-light window, foursquare sticker / beer mat) Print in young-skewing local pubs (Metromix, Urbandaddy)Pre-launch homepage takeover on high-traffic site (Hulu, network site etc)