From Wikipedia, the free encyclopedia Taco Bell
Taco Bell
Taco Bell
Type Wholly owned subsidiary Taco Bell’s original restaurant design with its first logo sign in
Wausau, Wisconsin. Demolished May 5, 2010.
Industry Fast Food
Founded Downey, California
(March 21, 1962)
Headquarters Irvine, California, U.S.
Number of 6,446 restaurants (2009)[1]
locations
Key people Glen Bell, Founder
Greg Creed, President, CEO
Products Tacos, burritos, and other Tex-Mex
cuisine-related fast food
Revenue $1.9 billion (2009)[1]
Employees 175,000+ A Taco Bell restaurant design that was popular in the 1980s
and 1990s.
Parent Yum! Brands
Website tacobell.com
The classic Taco Bell logo used from 1985 to 1994. It is still in
use at many older Taco Bell locations.
Taco Bell’s current restaurant design.
Taco Bell is an American chain of fast-food restaurants
based in Irvine, California. A subsidiary of Yum! Brands, percent of which are owned and operated by indepen-
Inc., which serves American-adapted Mexican food. Taco dent franchisees.
Bell serves tacos, burritos, quesadillas, nachos, other spe-
cialty items, and a variety of "Value Menu" items. Taco
Bell serves more than 2 billion consumers each year in
more than 5,800 restaurants in the U.S., more than 80
1
From Wikipedia, the free encyclopedia Taco Bell
History • Full transparency for Taco Bell’s tomato purchases in
Florida; the agreement commits Taco Bell to buy
only from Florida growers who agree to the pass-
Founding and growth through and to document and monitor the pass-
Taco Bell was founded by Glen Bell who first opened a hot through, providing complete records of Taco Bell’s
dog stand called Bell’s Drive-In in San Bernardino, Cali- Florida tomato purchases and growers’ wage records
fornia in 1946 when he was 23 years old. Six years later, to the CIW.[7]
he sold the stand and opened a new one two years lat-
er, this time selling tacos under the name of Taco-Tia.
Over the next few years Bell owned and operated a num-
Menu
ber of restaurants in southern California including four
called El Taco. Bell sold the El Tacos to his partner and
built the first Taco Bell in Downey in 1962. In 1962, he
sold Taco-Tia.[2] Kermit Becky, a former Los Angeles po-
lice officer, bought the first Taco Bell franchise from Glen
Bell in 1964 (with a little encouragement from another
L.A. police officer Joseph Charles Zeller), and located it
in Torrance. The company grew rapidly, and by 1967, the
100th restaurant opened at 400 South Brookhurst in Ana-
heim. In 1970, Taco Bell went public with 325 restaurants.
In 1978, PepsiCo purchased Taco Bell from Glen Bell.[3]
Taco Bell Express
In 1991, Taco Bell opened the first Taco Bell Express in
San Francisco. This concept is a reduced-size restaurant
with a limited menu (primarily items priced under $1),
meant to emphasize volume.[4] Taco Bell Express loca-
tions operate primarily inside convenience stores, truck
stops, shopping malls, and airports.
Dispute with the Coalition of Immokalee
Workers
In March 2005, the Coalition of Immokalee Workers (CIW)
won a landmark victory in its national boycott of Taco Two basic "crunchy" corn shell beef Taco Bell tacos
Bell for human rights. Taco Bell agreed to meet all of the
coalition’s demands to improve wages and working con-
ditions for Florida tomato pickers in its supply chain.[5]
Border Bell
After four years of a tenacious and growing boycott, In 1997, PepsiCo experimented with a new "fresh grill"
Taco Bell and Yum! Brands agreed to make an agreement concept, opening at least one Border Bell restaurant in
called the CIW-Yum agreement with representatives of Mountain View, California on El Camino Real (SR 82).[8] In
CIW at Yum! Brands headquarters.[6] The CIW-Yum addition to a subset of the regular Taco Bell menu, Border
agreement set several precedents, establishing: Bell offered Mexican-inspired items like those available
• The first direct, ongoing payment by a fast-food from Chevys Fresh Mex restaurants (then owned by Pep-
industry leader to farm workers in its supply chain siCo), such as Chevys signature sweet corn tamalito pud-
to address substandard farm-labor wages (nearly ding and a fresh salsa bar.
doubling the percentage of the final retail price that
goes to the workers who pick the produce). Reduction of trans fats
• The first enforceable Code of Conduct for As of April 2007, Taco Bell had switched to zero trans fat
agricultural suppliers in the fast-food industry frying oil in all of its US single-branded locations. [9]
(which includes the CIW, a worker-based
organization, as part of the investigative body for
monitoring worker complaints).
• Market incentives for agricultural suppliers willing
to respect their workers’ human rights, even when
those rights are not guaranteed by law;
2
From Wikipedia, the free encyclopedia Taco Bell
Volcano Taco and Volcano Double Beef liers in which everyone in attendance receives a coupon
for a free Chalupa if the home team scores 100 points or
Burrito more.[16][17]
Taco Bell revealed in June 2009 that it will be adding to In 2009, Taco Bell introduced a music video style com-
its main menu the Volcano Double Beef Burrito and the mercial entitled, "It’s all about the Roosevelts" composed
Volcano Taco, a former limited-time item.[10] and produced by Danny de Matos at his studio for Amber
Music on behalf of DraftFCB Agency. Featuring Varsity
Cupcakes and smoothies Fanclub’s Bobby Edner, the rap music style commercial
It was reported in October 2009 that the chain has been shows a group of friends gathering change as they drive
testing smoothies, mini-snacks, and other items. A juice toward Taco Bell. The commercial represents Taco Bell’s
bar has been installed in some restaurants along with a first foray into movie theater advertising, featuring the
display containing cupcakes and other snacks.[11] ad during the opening previews of Transformers: Re-
venge of the Fallen and Public Enemies as well as screens
in some movie theater lobbies.[18]
Advertising On July 1, 2009, Taco Bell has replaced 20-year spon-
sor McDonald’s as the fast food partner of the NBA. Taco
Bell and the NBA agreed on a 4 year deal allowing them to
advertise on ABC, TNT and ESPN, and NBA-themed pro-
motions. [19]
Infomercial salesman Billy Mays signed a deal in June
2009 to shoot infomercial-style commercials for the
chain, with filming to begin in August.[20] His unexpected
death from a heart attack on June 28, 2009 canceled those
plans.
On July 21, 2009, Gidget, the Chihuahua featured in
Taco Bell ads in the late 1990s, was euthanized after suf-
fering a stroke.[21] She was 15 years old.
2009 commercials for the "Frutista Freeze" frozen
drink feature Snowball, an Eleonora Cockatoo noted for
Taco Bell’s headquarters in Irvine, California his ability to dance to human music.[22]
In an effort to promote their $2 Meal Deals, Taco Bell
In March 2001, Taco Bell announced a promotion to co- started a Facebook group in June 2010 to collect signa-
incide with the re-entry of the Mir space station. They tures on a petition that appeals to the Federal Reserve to
towed a large target out into the Pacific Ocean, announc- produce more two-dollar bills.[23]
ing that if the target was hit by a falling piece of Mir, A large advertising push by Taco Bell was begun in
every person in the United States would be entitled to late February 2011 in response to a consumer protection
a free Taco Bell taco. The company bought a sizable in- lawsuit filed against the company by an Alabama law
surance policy for this gamble.[12] No piece of the station firm. The promotion sought to counter allegations that
struck the target. the company falsely advertised the ratio of ingredients of
In 2004, a local Taco Bell franchisee bought the nam- its beef filling for its tacos. The spots featured employees
ing rights to the Boise State Pavilion in Boise, Idaho and and franchisees stating that the filling has always been a
renamed the stadium Taco Bell Arena.[13] mixture of 88% beef and various spices and binders and
In 2007, Taco Bell offered the "Steal a Base, Steal a nothing else. The ad followed several full page print ads
Taco" promotion—if any player from either team stole a in the New York Times and other newspapers that fea-
base in the 2007 World Series the company would give tured the headline "Thank you for suing us."[24] Addi-
away free tacos to everyone in the United States in a cam- tionally, the chain added a new social campaign using
paign similar to the Mir promotion, albeit with a much Twitter and Facebook. The company invested heavily in
higher likelihood of being realized.[14] After Jacoby Ells- the campaign, spending more than $3 million (USD)
bury of the Boston Red Sox stole a base in Game 2, the putting out its message - about 20 percent more than the
company paid out this promotion on October 30, 2007. company usually spends on an advertising program. The
This promotion was used again in the 2008 World Series, various campaigns came shortly before the company be-
when Jason Bartlett of the Tampa Bay Rays stole a base gan its official response to the suit in the United States
during Game 1 at Tropicana Field, which was paid out on District Court for the Central District of California and
October 28, 2008.[15] were designed to bring public opinion into their camp.
Taco Bell sponsors a promotion at home games for Various analysts stated that the company would have
both the Portland Trail Blazers and the Cleveland Cava- been better off using a grass-root campaign that involved
3
From Wikipedia, the free encyclopedia Taco Bell
in store advertising and other non-broadcast media.[25] zhen and one in Shanghai. However, the Shanghai loca-
The suit was eventually withdrawn,[26] and the company tion closed at the end of January 2008.[28] One location in
continued its advertising response by publicly requesting Shenzhen closed on February 20, 2008; the second loca-
an apology from the suing firm of Beasly Allen. Analyst tion followed shortly after, closing on March 5, 2008.[29]
Laura Ries, of marketing strategy firm Ries & Ries, stated
she believed Taco Bell’s latest response was a mistake. Cyprus
She went on to comment that reviving memories of a suit
that the majority of the public had forgotten after the ini-
tial burst of publicity, commenting "when you run these ads
defending, defending, defending, sometimes people think, ’Well,
wait a minute, why are they trying so hard to defend them-
selves?’".[26]
Outside the United States
Australia
Taco Bell first opened in Australia in September 1981, but
Taco Bell was ordered to change its name after the owner
of a local restaurant successfully sued Taco Bell for mis-
leading conduct.[27] The local restaurant was called "Taco Taco Bell in Cyprus
Bell’s Casa" and had been operating in Australia since the
1970s. The owner successfully argued that Sydneysiders A Taco Bell opened in Cyprus in December 2009 in Li-
would confuse the takeaway chain with his restaurant, massol at the MyMall. Further restaurants are planned to
and this would damage his reputation. Taco Bell later be opened within the next 18 months (probably also in
opened in 1997 in Australia with a store in the cinema Cyprus’ capital Nicosia).[30]
district on George St in Sydney and a year later in 1998
within a few KFC stores in the state of New South Wales, Greece
but by 2005, the Taco Bell brand was pulled out of the Greece’s first Taco Bell opened in Athens upon the grand
country. opening of the newly constructed Athens Metro Mall on
November 30, 2010.[31][32]
Canada
Taco Bell has been present in Canada since 1981, with the Iceland
first store opening in Windsor, Ontario. Taco Bell in Iceland is operated as a part of the KFC es-
tablishment in Hafnarfjörður, suburb of Reykjavík. It was
China established in late 2006, after the departure of the U.S.
Navy from Naval Air Station Keflavik. A second location
opened in the Ártúnshöfði part of Reykjavik in November
2008.[33] The Ártúnshöfði location is now closed, and re-
placed by a new location in the nearby area of Grafarholti
(together with KFC). (update 07/2011)
India
Taco Bell Grande’s Logo India’s first Taco Bell outlet opened at the Mantri Square
mall, Bangalore.[34] Another outlet at the Gopalan Mall,
In 2003, Yum! Brands introduced the Taco Bell brand into Bangalore opened in February, 2011.
People’s Republic of China. The Chinese Taco Bell restau-
rants were not fast-food restaurants like other Taco Bells. Mexico
Instead, they were full-service restaurants called Taco
Taco Bell has attempted to enter the Mexican market
Bell Grande that are more analogous to a Mexican grill in
twice. After a highly-publicised launch in Mexico City in
the United States. In addition to the usual taco and bur-
1992, all the restaurants were closed two years later. In
ritos, Taco Bell Grande also served other Mexican cuisine
September 2007, Taco Bell returned to Monterrey, this
like albóndigas (meatball soup), tomatillo grilled chicken,
time promoting itself as selling American food, but closed
fajitas, and alcoholic drinks such as Margaritas. The chain
in January 2010 due to low patronage.[35][36][37]
had operated three restaurants in China, two in Shen-
4
From Wikipedia, the free encyclopedia Taco Bell
Philippines United Kingdom
Taco Bell opened its first Philippine branch on October The United Kingdom was the first European country with
30, 2004 at the Gateway Mall in Cubao, Quezon City. They a Taco Bell, although it remains extremely difficult for
now have one on the Ground Floor and one on the 4th UK inhabitants to patronise a store. In 1986, a location
floor in the food court at the Gateway Mall. They have was opened in London on Coventry Street (between Le-
also added another branch at the TriNoma mall in Que- icester Square and Piccadilly Circus) followed by a second
zon City.On November 2010 Taco bell will open it’s 4th location in Earls Court near the Earl’s Court tube station.
branch at SM Seaside City Cebu at Cebu City on 2013.[38] One other store opened in Uxbridge but all closed in the
mid 1990s.[46] In 1994, the university food provider Com-
Poland pass announced plans to open stores in its university
The first Polish Taco Bell store was opened in 1993. Fol- and college sites. However, only one store was opened
lowing an aggressive campaign of expansion, Taco Bell’s in Birmingham University, no other stores were opened,
efforts soon withered, and the chain withdrew from and the Birmingham site is now closed.[47][48] There are
Poland shortly thereafter. 2 Taco Bell sites in the UK in operation at the Strategic
Air Command and United States Air Force bases at RAF
Singapore Mildenhall and RAF Lakenheath, but, commensurate
with existing security controls, access is restricted to rel-
Taco Bell in Singapore existed for a number of years,
evant service personnel.[49]
mostly as combination stores with KFC such as the one
Yum! Brands announced that it is considering re-
that operated at the Funan Digital Life Mall, but in 2008,
opening Taco Bell locations in the United Kingdom as
Taco Bell completely pulled out of Singapore.[39]
part of a large planned expansion into Europe, with trial
outlets opening first in Spain in early 2009. Yum! is taking
Spain advantage of the recent recession which led to increasing
The first Taco Bell in Spain was opened at Naval Station sales at other fast food outlets; it also said that there is
Rota in 2004 and is available only to those authorized now a greater awareness of Mexican food in the UK and
to access the naval base.[40] The first Taco Bell for the that it can be successful with improved menu offerings
general public was opened in the Islazul Shopping Mall, and marketing.[42][43] The first new store opened at the
Madrid, in December 2008.[41] Yum! Brands announced Lakeside Shopping Centre on June 28, 2010.[50] Taco Bell
that it would open additional restaurants in Spain in ear- opened a second store in Basildon on November 29, 2010
ly 2009 as part of a test trial for the European mar- and the third in the Manchester Arndale on November 7,
ket.[42][43] A second location has now opened at the La 2011.
Vaguada Shopping Mall, Madrid (03/2010). Another loca-
tion recently opened at the Plaza Mayor shopping mall in Other countries
Malaga, Spain.
Taco Bell is also present in the Dominican Republic, Puer-
to Rico, Guam, Aruba, Costa Rica, Chile, Colombia,
South Korea Ecuador, Panama and on AAFES military bases in Japan,
There are currently two locations in Seoul, in the Itae- Germany and Iraq.
won and Hongdae districts, which attract the most for-
eigners and college students. The two branches opened
in the summer of 2010, Itaewon’s branch coming first. A French fries
Taco Bell had long been a presence at the U.S. Army’s Canada, Costa Rica, the Dominican Republic, Puerto Rico,
Yongsan Garrison, which is off-limits to non-military India, and Spain are the only countries where Taco Bell
people, and for a time there was a tongue-in-cheek grass- offers French fries, which appears in two varieties: Fiesta
roots campaign by non-Korean, non-military foreigners Fries (Topped Fries in Spain) (like Nachos Supreme,
in Seoul to get another Taco Bell location.[44] changing nachos for fries), and regular French fries. Chili
cheese fries (fries topped with beef chili, cheese, and
United Arab Emirates chives) are also available in Canada. The UK branches of-
A Taco Bell opened in the United Arab Emirates in fer Mexican (seasoned) fries.
November 2008 in Dubai at the Dubai Mall.[45]
Two more locations were opened at Mirdiff City Cen-
ter and Deira City Center in 2010.[citation needed]
See also
• Priszm
• Taco Bell chihuahua
• Enchirito
5
From Wikipedia, the free encyclopedia Taco Bell
Notes [15] "Taco Bell: Steal A Base, Steal A Taco | MLB.com:
Fan Forum". Mlb.mlb.com. http://mlb.mlb.com/
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[4] "Taco Bell Express makes fast food look slow". http://blog.cleveland.com/andone/2008/06/
Toledo Blade. November 21, 1991. shawn_kemp_by_the_fans.html. Retrieved
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taco_bell_boycott.htm. Retrieved March 23, 2009. partner - ESPN". Sports.espn.go.com. July 1, 2009.
[6] Schlosser, Eric (April 6, 2005). "A Side Order of http://sports.espn.go.com/nba/news/
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menu.asp?brandID_Abbr=5_TB. Retrieved February article_4b3a58ed-2eae-5c3a-
9, 2010. a095-fa3135bec62c.html. Retrieved July 28, 2009.
[10] Zimmer, Erin (June 12, 2009). "Taco Bell’s Volcano [23] Strauss, Daniel. Taco Bell asks Fed for Jeffersons.
Taco with Lava Sauce Returns to Menus Politico. June 11, 2010.
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volcano-taco-returns-lava-sauce-fast-food-double- http://www.independent.co.uk/life-style/food-
beef-burrito.html. and-drink/taco-bell-launches-saucy-ad-
[11] Luna, Nancy (October 7, 2009). "Oh my! Taco Bell campaigns-against-meat-allegations-2230712.html.
testing cupcakes & smoothies". OCRegister.com. Retrieved 6 March 2011.
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taco-bell-testing-cupcakes-smoothies/35977/. to fight meat filling claims via TV ads". The Daily
[12] Taco Bell press release March 19, 2001 Breeze. Associated Press.
[13] http://www.sde.state.id.us/webdocs/ http://www.dailybreeze.com/business/
DailyEdNews/2004%20July-Dec%20Archive/ ci_17504527. Retrieved 6 March 2011.
04-10-26_Tuesday.htm [26] ^ Schreiner, Bruce (18 April 2011). "Taco Bell beef
[14] "Taco Bell’s Big Enchilada - Forbes.com". lawsuit dropped". News Tribune. Associated Press
Forbes.com
http://www.forbes.com/2007/10/29/taco-bell- http://www.thenewstribune.com/2011/04/18/
baseball-face-markets- 1631463/lawsuit-questioning-taco-bells.html.
cx_mr_1029autofacescan02.html. Retrieved Retrieved 22 April 2011.
February 9, 2010. [27] "Re Taco Bell Pty Limited v Taco Company of
Australia Inc [1981] FCA 219; (1981) 60 FLR 60
6
From Wikipedia, the free encyclopedia Taco Bell
(22 December 1981)". Austlii.edu.au. [41] "Noticias de Franquicias - Franquicias Hoy : Taco
http://www.austlii.edu.au/cgi-bin/sinodisp/au/ Bell se estrena en España en el madrileño Islazul".
cases/cth/FCA/1981/ Franquiciashoy.es. December 18, 2008.
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[28] Taco Bell Shanghai Closes Shop [42] ^ Adamy, Janet (November 19, 2008). "Yum Brands
[29] "Adios, Taco Bell Grande". Shenzhenbuzz.com. Bets on Taco Bell To Win Over Customers
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recession-hit landscape". Kathimerini. watch?v=tCTfttE0w_E. Retrieved 2011-08-16.
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[39] "Funan DigitaLife Mall". Funan.com.sg.
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External links
2010. • Official site
[40] Schonauer, Scott (April 3, 2004). "Taco Bell, KFC • Official UK site
Express set to open at Rota". Stripes.com. • Taco Bell Wiki: A Taco Bell Wiki
http://www.stripes.com/
article.asp?section=104&article=21387. Retrieved
February 9, 2010.
7
From Wikipedia, the free encyclopedia Taco Bell
Retrieved from "http://en.wikipedia.org/w/index.php?title=Taco_Bell&oldid=465633614"
Categories:
• Taco Bell
• Fast-food franchises
• Fast-food chains of Canada
• Fast-food chains of the United States
• Fast-food Mexican restaurants
• Restaurants established in 1962
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• Cuisine of the Southwestern United States
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