Taco Bell was founded in 1962 and has since grown to over 5,800 locations across the US, with 80% owned by franchises. The document outlines Taco Bell's challenges in improving perceptions of quality and speed of service. It proposes using Facebook, Twitter, blogging and public relations to showcase deals, engage customers, and highlight community involvement to meet goals. Analytics and an evenly distributed budget across media are suggested to evaluate strategies over a yearly timeline.