Before Taco Bell started the owner, Glen Bell, he started Bell’s Drive in and Taco Tia in the San Bernardio area in 1954. In 1962 is when Bell opened his first Taco Bell restaurant in Downey California. By 1967, there were 100 Taco Bell’s open by franchisers. In 1978, Taco Bell sold their 900 restaurants to PepsiCo. In the 80s they started doing promotions attached with movies. The first one was in Batman, which put Taco Bell in the spotlight. In the 90s and 00s Taco Bell continued to sponsor events such as the X-Games and Boys and Girls Club. The also continued to put out new food items such as the Gorditas and their infamous Mt. Dew Baja Blast. In 2010 the company launches a brand new website that allows fans to look for jobs, locations or anything they want to know about the food. This same year founder Glen Bell passes away. http://www.tacobell.com/Company
Taco Bell’s meaning and positioning is always been fun. To their facebook posts, to the food names and what the restaurants look like they are all colorful, funny and entertaining. Taco Bell is looking for the consumer who is willing to take a risk, have a laugh and enjoy life. Their current slogan is “Live Mas’, which is live more in English. This slogan just shows that they are trying to be creative and fun and don’t mind being a little goofy while doing it. For example one of their tweets says, “ Keep your friends close & your @tacobell closer.” This is just another example of Taco Bell just having fun to their fun consumers.
Taco Bell’s meaning and positioning is always been fun. To their facebook posts, to the food names and what the restaurants look like they are all colorful, funny and entertaining. Taco Bell is looking for the consumer who is willing to take a risk, have a laugh and enjoy life. Their current slogan is “Live Mas’, which is live more in English. This slogan just shows that they are trying to be creative and fun and don’t mind being a little goofy while doing it. For example one of their tweets says, “ Keep your friends close & your @tacobell closer.” This is just another example of Taco Bell just having fun to their fun consumers.
The two biggest competitors for Taco Bell are Chipotle and McDonalds. Chipotle is a little different compared to Taco Bell because they are not drive through fast food. This makes their food seem fresher and more authentic Mexican food. However, they are very similar in their positioning. They are both fun and eclectic on their social media and promotions. They are both targeting the same consumer. McDonalds, although selling different food, is always any fast food chain restaurants competitor because they are the top selling one. The difference between the two, is food, but also target audience. Taco Bell is not focused on getting young children and families, as McDonalds is. Taco Bell is looking at teens and adults who understand their humor and eat fun spicy foods. When comparing market shares, Taco Bell’s Yum! Brands is 74.30, Chipotle market share is 545.37 and finally McDonalds market share is 96.59 (Yahoo Finance).
The reason I chose Taco Bell is I just remember their social media being fun and creative. Their posts were not always trying to sell their food or more about the company, but would put out fun ways to still link the post back to their product. I’m a little goofy and fun so I think the brands voice really connects with me. Additionally after doing a little research I found that Taco Bell has done a lot of mobile procedures and wanted to learn more about them. Overall, I love the brand, so it seemed like a good fit to do my project on Taco Bell.
The reason I chose Taco Bell is I just remember their social media being fun and creative. Their posts were not always trying to sell their food or more about the company, but would put out fun ways to still link the post back to their product. I’m a little goofy and fun so I think the brands voice really connects with me. Additionally after doing a little research I found that Taco Bell has done a lot of mobile procedures and wanted to learn more about them. Overall, I love the brand, so it seemed like a good fit to do my project on Taco Bell.
Mobile Site
Taco Bell's mobile site is very simple and includes all of the basic information any site would include. It shows the food items, gives s description tot them and then provides nutritional information. It also includes allergy menu, which is actually very helpful forthose who may be celiac or lactose intolerant. The site includes a way to check gift card balances, which is helpful. Has downloads, which is different ringtones or wallpapers, for free. It has a video link, that directs you straight to their YouTube page & finally has a careers tab, that allows you to apply right online.
Overall, their mobile site is lacking. It is very basic & almost generic. I think for Taco Bell being so fun and social on social media platforms, their site would also include a little more style. I would suggest they work on this site, give it a little something special and stand out.
Overall, their mobile site is lacking. It is very basic & almost generic. I think for Taco Bell being so fun and social on social media platforms, their site would also include a little more style. I would suggest they work on this site, give it a little something special and stand out.
Mobile App
Features of the Taco Bell Mobile APP
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QR Codes
Taco Bell first used QR Codes for an innovated way to promote their sponsorship for the VMAs while sharing content from their product.
The QR Codes were placed on millions of Taco Bell’s "Big Box Remixed" packages and large cups around the US. These codes linked to exclusive VMA content that could only be accessed through the code. The codes included video teasers, artist interviews and performance footage. In addition, the content was updated weekly to give return users the best experience and reward them for scanning again. The execution generated over 400,000 scans in a six week period. Taco Bell also learned valuable data about their scan audience, like 59% were male, 13% were repeat users and what its top cities scanning were. |
Taco Bell had such great results from their VMA campaign, and continued to use the QR Codes to introduce their latest Doritos Locos Taco. Codes were placed on the packaging of the tacos and would bring you to a site that would play music to promote the South by Southwest Music Festival. Unfortunely, these links are not active anymore, so I was unable to get info about this QR code.
The latest QR Code campaign that Taco Bell is running with is the promotion of the Cantina menu. Taco Bell placed the QR codes on their food items which links to a site where you can find descriptions and nutritional information won each product as well as recipe ideas from celebrity chefs & the ability to share each item through social media. users can also find additional options such as a nearest store locater and "tell us what you think" page, where people can easily tweet their thoughts from their twitter profile. They additionally show the video of how they made the QR code that is made entirely from lemons and avocados.