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Taco Bell Case Study
Transcript of Taco Bell Case Study
Kelly Le, Maria Liang, Tara Nadkarni, Michael Calo Unwrapping the Contents - Company Overview
- Industry Overview
- Recommendation Company Overview Alabama law firm filed a class action lawsuit against Taco Bell in 2011 "Seasoned Beef" (oats) Misleads its customers about what's actually in its tacos. COMPETITION FROM ALL SIDES
Fast Food vs. Gourmet March 2012 June 2012 >200 Million since 100 Million Sold in 10 Weeks
Completely sold out first location 6% increase in sales in the first quarter
Expect more flavored shells by Doritos
i.e. Cool Ranch > $20 million in TV & digital marketing over the first month Quality Score w/ Mexican food YouGove BrandIndex 14 32 25 28 What should Taco Bell do? Owns and operates 1,230 restaurants
Undergoing rapid expansion
Incredibly popular customizable 1.25 pound burrito
Offers a menu with over 65,000 options, including extras
Differentiation strategy Chipotle Mexican Grill Operates restaurants in 500 locations in 40 states
Owned by Jack in the Box
Offers fresh, made-to-order Mexican food
Signature burritos, tacos, salads, nachos, and breakfast items Qdoba Mexican Grill http://www.tacobell.com/ Recommendations Hmm...
so now what? Recommendations Attracting between the meals saves cost
Snack around the clock
Compete with McDonald, BK, Wendy's Would Taco Bell be able to successfully straddle these market segments? Steal marketshare from growing quick-service chains offering breakfast
Target demographics: 18-28 years old
8:00AM-11:00AM “Fast casual” segment
Pay a higher price for higher quality
"food as fuel" with "food as lifestyle,"
More affluent 18-34 years old "Fast-food" segment
Speed, convenience, and low price
Snack-food and fast-food giants
Targeting 18-to-34-year-olds Which marketing tactic should it employ? What is its greatest threat? Where should it go from here? VS. Taco Bell's many masks Founded by Glen Bell
Started with a chain of taco stands
Built first Taco Bell in Downey, CA 1962 Taco Bell's Growth 1962 1995 1978 1964 Kermit Becky Purchased
the 1st Franchise 1970 Taco Bell went public with 325 resturants PepsiCo Purchased Taco Bell Co-branded with KFC 1997 Yum! Brands now owns and franchises the KFC, Pizza Hut, and Taco Bell brands worldwide Increasing popularity in ethnic cuisine & convenience of fast foods
Increasing immigration of Hispanics
Increasing concern of health and weight
Consists of price sensitive consumers who are seeking convenient healthy meals The US Mexican Fast Food Market 2000s - Present Serves 2 million customers/year
Operates over 5,800 chains throughout 31 countries
Launched Tacobell.com in 2010
Leading position in the US Mexican QSR segment with a 58% market share.