How Taco Bell Is Becoming the World’s Most Innovative Franchise

“Taco Bell, the Mexican-inspired fast-food chain, is quickly adapting for a new era of food culture. As trends shift in the ever-changing food market, Taco Bell has developed several innovative new services to maintain dominance in the quick-service space. Facing pressure from competing brands, the company has announced new restaurant concepts, convenient food delivery services and a unified digital experience to draw in consumers who are eager for grab-and-go convenience. Starting in 2004, Taco Bell struggled to compete with competitors, including similarly themed restaurants like Chipotle or Del Taco, as seen in how the chain suffered financial and public relations failures in the attempt to establish locations in Mexico and Dubai. Despite this, the chain saw same-store sales growth of 6% in the fourth quarter of 2019, likely related to the expansion of restaurant technology and innovative services.”

Taco Bell CEO is UW-Green Bay alumnus Mark King ’81 (Business Administration).

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