Taco Bell positions itself as a fun, youthful fast-food brand catering to millennials, offering inexpensive and customizable Mexican-inspired dishes. Despite facing several food safety incidents in the past, it has successfully rebranded as a social media sensation and introduced innovations like the Doritos Locos Taco and a breakfast menu. Current strategies include focusing on high-quality ingredients, promoting healthy eating trends, and expanding meal times beyond late-night offerings.

1. Taco Bell Division | Yum Brands
Insight Driven
Live Mas
Brand
Positioning
Social Engagement
with Core Consumers
2 million+ Mobile App
downloads
Strong Sales growth in
FY2014 with launch of
Breakfast menu, 89%
restaurants are franchisee
based

2. Taco Bell | Brand Positioning Over the Years
 Taco Bell serves ‘made to order’ Tacos, burritos, quesadillas, and other Mexican -
inspired specialities. The key benefit of Taco Bell’s products are that they are
inexpensive, convenient, and available at night.
 The Brand’s personality is young, fun, and outgoing. It’s the fast-food restaurant
for ‘Party People’.
 The imagery used throughout their marketing channels includes images of young
people having fun at late-night parties. The colours used are dark and bright, like
Black, Yellow and Purple.
 Taco Bell’s consumers are Young, Hip & Multi-Culture and fall
into the Millennial category. They are self-expressive, confident,
liberal & open to change. Millennial consumers expect variety,
customization & personalized food experience.

3. Taco Bell | Brand Positioning Over the Years
Spice Up The Night: In the 90’s
Think Outside The BUN:
In the 2000s
LIVE MAS: Since 2012
More to do with the ‘Life Style’, Where
Food is an experience rather than just fuel.

4. What Went Wrong ?
2000 2006 2011 2012
An ingredient used in 70 % of
Taco Bell's products, lettuce,
probably caused an E.coli
outbreak that sickened dozens
of people in the U.S.
Salmonella Outbreak: Dozens
of people got bacteria infected
in 10 states
Kraft Foods announced a
nationwide recall of taco shells
after confirming that they
contained a genetically engineered
corn not approved for human
consumption.
Taco Bell sued over beef
that’s just 35% meat, not
meeting min. requirements
set by US dpt of Agriculture
to be labeled as ‘beef’
Brand
Re-
Positioning

5. Brand Re-positioning | From Taco Hell to Social Media Sensation
Product
Innovation
Doritos Locos Taco
Breakfast Menu
Hitting on
Trends
Happier Hour
Leveraging Social
Media Platform to
Communicate
Reputation
Management
Thank you for
suing us Campaign,
Making Seasoned
Beef (88%)
What’s really in
their Taco beef ?
Website
Promotions

6. Taco Bell | Possible Re-positioning Options
• High quality food with fresh ingredients
that can be customised to serve your
dietary needs
• Focus on providing food with healthier
ingredients than low calorie items
Healthy
Eating Trends
• Promotions showing that late-night is
not the only time to enjoy Taco Bell
food
• Use of one bright colour at a time,
Simplicity in packaging
During the
Day Food
• For ethnic fusion options seeking
Millennial Customers
• Customize food by adding some
ingredients from different cuisines
Ethnically
Diverse Food

7. Presented & Submitted By | Group - 01