Taco Bell New Media Presentation
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Taco Bell aims to rebrand its image from "Taco Hell" to a fast-casual restaurant by highlighting its healthy menu changes. It will target consumers aged 35-50 on social media platforms like Facebook and Instagram, and update its mobile app and website to provide more nutrition information. The digital strategy will cost an estimated $5 million over 3 months and involve interest-based advertising, social media marketing, blogging, and analytics tracking to engage customers and better understand their interests.
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Taco Bell New Media Presentation
- 2. Rebranding ❖Suffering from a perceived image ➢ Lawsuits ➢ Quality of food ➢ “Taco Hell” ❖Company needs to be rebranded ➢ “Fast-casual” restaurant ➢ Highlight healthy menu changes ■ Low-calorie menu
- 3. Target Audience ❖ Age: 28 years old ❖ Location: Austin, TX ❖ Career: Sales and Marketing Manager ❖ Income: $120,000 ❖ Marital Status: Single ❖ Hobbies: Running, crafting, blogging, and shopping for the latest fashions ❖ Age: 40 years old ❖ Location: Chicago, IL ❖ Career: Graphic Designer ❖ Income: $100,000 ❖ Marital Status: Married ❖ Dependents: 5 year old daughter ❖ Hobbies: Brunch, hiking, music, and vegan
- 4. Facebook Instagram ❖ Taco Bell profile has 1 million followers ➢ Capitalize on this popularity ❖ Produce Instagram specific content ➢ More engaging ➢ Use videos instead of stock pictures ➢ Create a story feature ❖ Increase amount of posts ❖ Target a clear audience ➢ Facebook is transitioning to an older audience ➢ Target: 35-50 year olds ➢ Content should match this demographics interests ❖ Increase interactions with users
- 5. Twitter Mobile App❖ Taco Bell optimizes Twitter the best out of their social media accounts ➢ 1.8 Million followers ❖ Currently using this platform well continue with their current strategy ❖ Twitter strategy ➢ Interact with users ➢ Create entertaining content ➢ Create specific content for Twitter ❖ App available on ➢ Android ➢ Apple ❖ App needs to be more education focused ➢ Image of item ➢ Description of item ➢ Nutritional information ❖ Link app to a calorie counting app ➢ Ex) My Fitness Pal ❖ Promote online ordering
- 6. Website ❖ Website purpose is to inform customers of Taco Bell’s products ❖ First option when using a search engine ❖ Highlight online features more ➢ Order online, skip line ➢ Nutrition information ➢ Product ingredients ❖ Blog ➢ Create content that enhances the rebranding ❖ Monitor search volumes and keywords ❖ Monitor marketing campaigns ➢ Which content appeals to consumers
- 7. Inbound Marketing ❖Create educational content for consumers ➢ Website ➢ Social media accounts ❖Customer interaction ➢ Increase interaction on social media ❖Goals ➢ 80% response rate to mentions on Twitter ➢ Track analytics of site to better target consumers interests
- 8. Online Advertising ❖ Interest- based advertising ➢ Relies on tracking ➢ Shows content relevant to consumers ➢ Decrease wasted impressions or paid clicks
- 9. Budget ❖ Rebranding campaign length: 3 months ❖ Facebook ➢ Cost-Per-Click Pricing (CPC) ➢ Average CPC $.62 ➢ 1.8 Million Clicks x $.62= $1.1 Million ❖ Instagram ➢ Price dependent on length of campaign and amount of users being targeted ➢ Average Instagram advertising price ■ $350,000-$1 Million per month ➢ 3 months x $1 Million= $3 Million ❖ Estimate: $5 Million
- 10. Summary ❖ Rebrand Taco Bell ➢ “Fast-Casual” dining ➢ Health conscious ➢ Menu options for any dietary constraints ❖ Rebrand using ➢ Social media accounts ➢ Website ➢ Mobile App
Editor's Notes
- Through my research, I noticed there were a lot of negative connotations about Taco Bell. They are known as a fast-food restaurant that will give you indigestion issues after consumption and have even earned the nickname, “Taco Hell”. Taco Bell was involved in a lawsuit in 2011 involving the actual amount of beef that was in their meat mixtures. Unfortunately, that lawsuit left a lasting negative impact on the brand despite their attempts in recent years to be transparent about nutritional facts and ingredients. A rebranding of the company could really benefit them and improve their overall image with consumers. They should be marketing themselves as a fast-casual restaurant. Fast-casual dining has been gaining popularity in recent years because it is built on the concept of fast service while providing higher quality products. Taco Bell needs to take advantage of this market trend by better promoting the steps they have taken in recent years to make their menu healthier. Taco Bell provides all the nutritional information about their menu items, offers a low-calorie menu, and has hired a dietitian and product developer that is focused on improving the ingredients in their products. The company’s goal for 2017 is to remove the antibiotics from their chicken, reduce the sodium across their menu by 15%, and remove 10% of the soda offerings. Taco Bell has become one of the healthiest options for fast dining, and I designed a digital strategy to focuses on that idea.
- The target market for this campaign would be young professionals and families. The marketing campaign should appeal to 25-50 year olds. These ages are typically when people are responsible for their own meals or providing food for their dependents. They often have a lot of activities going on in their lives and may not have time to cook every meal for themselves. They require convenient options that fit into their fast pace lifestyles but also provide a nutritional factor. There are a lot of diet trends currently and Taco Bell offers a high-protein menu, a low-calorie menu, a certified vegetarian menu, and all their items are customizable, so the menu is very versatile and can appeal to a multitude of people with differing diets.
- Social Media: Taco Bell actively uses social media accounts to promote their brand. They have accounts on Facebook, Instagram, and Twitter. Some of the ways they positively use social media is that there is consistency in the content they post, they interact well with their customers, and their images are professional quality. However, there are some areas they could improve on to post content that is more appealing to their customers. They need to promote content that is more focused on their ingredients or where their products are sourced from. I would focus their social media strategy as an educational tool for their consumers. They should utilize the video and story options that are available on Facebook and Instagram by doing a series showing how some of the most popular menu options are made. Facebook: Taco Bell’s Facebook page is consistent with the color scheme from their website. They post a variety of differing types of media such as videos, articles, and pictures. However, the amount they post is sporadic. They vary between posting multiple times a day to once a week. The only clear audience they seem to be marketing to is current consumers of Taco Bell. Taco Bell could narrow their target audience on Facebook to post content that appeals to that specific market. Facebook is becoming more popular with an older demographic, so Taco Bell should consider marketing to 35-50 year olds on this social media platform. They should cater their content to the interests of this demographic such as starting a family, marriages, and busy after school schedules. They can promote Taco Bell as a quick healthy option for a busy family. Furthermore, they are not very interactive with their clientele on Facebook. They mostly share content they produce, but they could be more interactive by featuring customer’s pictures or Taco Bell centered media. Instagram: Taco Bell’s Instagram posts the same pictures that can be viewed on many of their other social media platforms. They are bright and sharp images showcasing the brand. They occasionally post a funny or entertaining Instagram, but they are all conducive to the Taco Bell brand. Their Instagram profile picture is the same as their other social media sites, so it is easily identifiable. The link to their website is also included in their bio line. They have 1 million followers on Instagram, so I think they should be using their popularity on this site more. They should produce unique content that is specifically on Instagram. They should make their content more entertaining than just showing a picture of the food. They should utilize the story and video options on Instagram. Instagram should be used to target the younger portion of their target market. They could do a feature showing how certain menu options are made or show the corporate kitchen when they are creating new menu options.
- Twitter: They have the same profile picture and banner picture as their other sites and provide a link to their website. However, they are much more interactive with their customers on twitter. They share the same content that they post of their other sites, but they post content specific to twitter as well. They tweet almost daily and are corresponding with their customers through interactions on twitter. I think it would be beneficial for the brand to harness some of the creativity and entertaining content they create in their tweets and bring that to other sites. They should interact more with customers on other social media platforms. They could comment or like customers Instagram’s that pertain to Taco Bell, or they could share related content on Facebook. They have 1.8 million followers on Twitter which shows that their strategy on Twitter is working and could successfully be applied across their other accounts. Mobile: Taco Bell offers their website with a mobile view along with offering an app to download on Android and Apple products. The app is free to download and asks for permission to send you push notifications about deals. The app is lacking in educational value, for it currently only shows the name of the items on the menu. The app needs to be designed so if an item is selected it brings you to a page showing an image of the item, the description of the item, and the complete nutritional information. Taco Bell should consider linking the app to some calorie counting apps such as, My Fitness Pal. This would allow for easy transferability for the consumer to log their order and would further advance Taco Bell’s image as a healthy dining option. The app is a wonderful resource to track consumer activity and to see what options attract them the most. Furthermore, Taco Bell needs to promote online ordering through the app. It allows you to customize every order and place the order in advance, so it is ready whenever you arrive to pick it up. This further advances the advantage of Taco Bell being efficient.
- The website exists to inform consumers of Taco Bell’s products. It provides the entire menu with detailed ingredients and nutritional facts. The website provides awareness to their products and acts as a platform to reveal new products. The site is very usable. It is the first option when you use a search engine to find Taco Bell. The sections are easy to identify and navigate. It has clearly been professionally designed. The site can be accessed on a computer and mobile, but the website prompts you to use the app if you are accessing it on a mobile device. However, I think they could highlight some of their online features more. They have an option where you can order online and skip waiting in line when you visit a location which is beneficial when rebranding the company as fast-casual dining. Also, Taco Bell produces their own online articles which I was not familiar with. They could create some content on their blog about how the company is taking steps to use responsibly sourced ingredients that would further support their rebranding. The site is accessible on search engines. Their website is the first option on many of the major search engines, such as Google. Many of the keywords Taco Bell is targeting is fast food, fast casual, taco, and urban restaurant. Taco Bell needs to be monitoring their search volumes. Monitoring search engines can be beneficial to the brand because it can provide relevant information about how to better target customers on social media. Search keywords can give a better idea of what their consumers value or are interested in. Furthermore, they need to monitor if their social media campaigns are leading to the growth of the brand. They can see which marketing campaigns or strategies influence their target market to becoming a customer. Monitoring their social media posts for inbound links can give them an idea of which content appeals to their consumers.
- For this strategy, I would focus on attracting customers by providing educational content on the website and social media sites and increasing the customer interaction on social media. Twitter is a unique tool for companies to use because it allows them to directly interact and respond to what people are mentioning them in without being interruptive. It allows for a very natural exchange that feels genuine to the consumer and often gains favor to the company. Taco Bell does a good job of being interactive on Twitter, but I would increase the frequency of which they monitor and respond to their mentions. Through this digital strategy, they would be responding to around 80% of their mentions on Twitter. Through their website, they would be creating blog posts that educate their consumers of the healthy options Taco Bell offers. You would be able to track the analytics of the site and advertise to consumers who have shown an interest in that type of content.
- Taco Bell should rely primarily on interest-based advertising when using online advertising. This type of advertising allows for greater control when appealing to your target audience because it only shows ads to relevant consumers. Interest-based advertising relies on tracking to see who would be interested in the brand based on online search activities which would decrease wasted impressions or paid clicks.
- Taco Bell’s media strategy and planning is currently handled by Spark, a Publicis Group. Taco Bell allotted $300 million to them in 2012 when they Spark won the account. For this campaign, I would primarily focus the online advertising to Facebook and Instagram. Facebook allows for CPC pricing, and I found the average CPC is $.62. They have 1.8 million followers on Twitter, which is the most of any of their social media sites. I averaged that if all those 1.8 million people were targeted for an advertising that 1.8 million * $.62= $1.1 million. Instagram is more is discreet with their pricing structure, but the price is determined on the length of the advertising campaign and size of the area being targeted. I found a general estimate of a month of Instagram advertising costing between $350,000-$1 million per month. The rebranding campaign should run for around three months, and I decided to budget for the high-end of the price scale so 3*$1 million= $3 million. A rough estimate for the online advertising for the rebranding campaign which would run for three months would be $5 million.
- I surmised through my research of Taco Bell that their current image has been damaged from events from their past, and the steps they have taken to better their product has gone unnoticed. A rebranding of Taco Bell using solely their social media accounts, website, and mobile app to market themselves as a healthy fast-casual dining option for young professionals and families would distinguish themselves from their current position within the food industry. The rebranding campaign would last around three months and would require a budget of between $5-$10 million. The digital strategy would be to create content that is aimed at educating consumers of the steps Taco Bell has taken to become more health conscious. It would promote their vast and completely customizable menu options that are attainable quickly via their online and mobile ordering options. Taco Bell would be able to track if the rebranding of their company as a healthy fast-casual restaurant is a position they want to take in the industry by tracking the engagements of the ads and posts that are showing where their ingredients are sourced from and the steps Taco Bell has taken to reduce unappealing additives to their products. Furthermore, tracking the usage of the website and app would provide more information of the type of products and ingredients that interest consumers. This digital strategy really emphasis the unknown advancements Taco Bell has been taking to better their products for the overall health of the consumer.