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From Wikipedia, the free encyclopedia
Wholly owned subsidiary
March 21, 1962 Downey, California
Irvine, California, U.S.
Number of locations
6,446 restaurants (2009)
Glen Bell, Founder Greg Creed, President, CEO
Tacos, burritos, and otherTex-Mex cuisine-related fast food
$1.9 billion (2009)
Demolished May 5. A Taco Bell restaurant design that was popular in the 1980s and 1990s. Taco Bell's current restaurant design. 2010.com The classic Taco Bell logo used from 1985 to 1994. Wisconsin. . Taco Bell's original restaurant design with its first logo sign in Wausau.Parent Yum! Brands Website tacobell. It is still in use at many older Taco Bell locations.
more than 80 percent of which are owned and operated by independent franchisees. Kermit Becky. Bell sold the El Tacos to his partner and built the first Taco Bell in Downey in 1962.. Six years later. A subsidiary of Yum! Brands. burritos. and located it in Torrance. bought the first Taco Bell franchise from Glen Bell in 1964 (with a little encouragement from another L. Over the next few years Bell owned and operated a number of restaurants in southern California including four called El Taco. Taco Bell serves more than 2 billion consumers each year in more than 5. Dispute with the Coalition of Immokalee Workers . Inc. In 1970. In 1978. police officer Joseph Charles Zeller).800 restaurants in the U. a former Los Angeles police officer. PepsiCo purchased Taco Bell from Glen Bell.Taco Bell is an American chain of fast-food restaurants based in Irvine. this time selling tacos under the name of Taco-Tia.A. Taco Bell Express In 1991. quesadillas. Taco Bell went public with 325 restaurants. which serves American-adapted Mexican food . California in 1946 when he was 23 years old. he sold Taco-Tia. California.. This concept is a reduced-size restaurant with a limited menu (primarily items priced under $1). the 100th restaurant opened at 400 South Brookhurst in Anaheim.S. Contents [hide] • • • • • • • • 1 History 2 Menu 3 Advertising 4 Outside the United States 5 French fries 6 See also 7 Notes 8 External links History Founding and growth Taco Bell was founded by Glen Bell who first opened a hot dog stand called Bell’s Drive-In in San Bernardino. Taco Bell opened the first Taco Bell Express in San Francisco. other specialty items. nachos. Taco Bell serves tacos. In 1962. and airports. he sold the stand and opened a new one two years later. and a variety of "Value Menu" items. meant to emphasize volume. truck stops. and by 1967. Taco Bell Express locations operate primarily inside convenience stores. shopping malls. The company grew rapidly.
a worker-based organization. . The first enforceable Code of Conduct for agricultural suppliers in the fast-food industry (which includes the CIW. ongoing payment by a fast-food industry leader to farm workers in its supply chain to address substandard farm-labor wages (nearly doubling the percentage of the final retail price that goes to the workers who pick the produce). opening at least one Border Bell restaurant in Mountain View. PepsiCo experimented with a new "fresh grill" concept. Full transparency for Taco Bell’s tomato purchases in Florida. After four years of a tenacious and growing boycott. The CIW-Yum agreement set several precedents. California on El Camino Real (SR 82). Taco Bell agreed to meet all of the coalition's demands to improve wages and working conditions for Florida tomato pickers in its supply chain. even when those rights are not guaranteed by law. the Coalition of Immokalee Workers (CIW) won a landmark victory in its national boycott of Taco Bell for human rights. as part of the investigative body for monitoring worker complaints). providing complete records of Taco Bell’s Florida tomato purchases and growers’ wage records to the CIW. Market incentives for agricultural suppliers willing to respect their workers’ human rights. establishing: The first direct. the agreement commits Taco Bell to buy only from Florida growers who agree to the pass-through and to document and monitor the pass-through.In March 2005. Taco Bell and Yum! Brands agreed to make an agreement called the CIW-Yum agreement with representatives of CIW at Yum! Brands headquarters. In addition to a subset of the regular Taco Bell menu. Menu Two basic "crunchy" corn shell beef Taco Bell tacos Border Bell In 1997.
Taco Bell had switched to zero trans fat frying oil in all of its US single-branded locations. The company bought a sizable insurance policy for this gamble. a local Taco Bell franchisee bought the naming rights to the Boise State Pavilion in Boise. In 2007. Taco Bell announced a promotion to coincide with the re-entry of the Mir space station. every person in the United States would be entitled to a free Taco Bell taco. They towed a large target out into the Pacific Ocean. albeit with a much higher likelihood of being realized. Cupcakes and smoothies It was reported in October 2009 that the chain has been testing smoothies. a former limited-time item. 2007. Volcano Taco and Volcano Double Beef Burrito Taco Bell revealed in June 2009 that it will be adding to its main menu the Volcano Double Beef Burrito and the Volcano Taco. This . Steal a Taco" promotion—if any player from either team stole a base in the 2007 World Series the company would give away free tacos to everyone in the United States in a campaign similar to the Mir promotion. the company paid out this promotion on October 30. A juice bar has been installed in some restaurants along with a display containing cupcakes and other snacks. Reduction of trans fats As of April 2007. After Jacoby Ellsbury of the Boston Red Sox stole a base in Game 2. California In March 2001. Idaho and renamed the stadium Taco Bell Arena. No piece of the station struck the target.Border Bell offered Mexican-inspired items like those available from Chevys Fresh Mexrestaurants (then owned by PepsiCo). such as Chevys signature sweet corn tamalito pudding and a fresh salsa bar. Taco Bell offered the "Steal a Base. In 2004. mini-snacks. and other items. announcing that if the target was hit by a falling piece of Mir. Advertising Taco Bell's headquarters in Irvine.
the chain added a new social campaign using Twitter and Facebook. 2009. In an effort to promote their $2 Meal Deals. The promotion sought to counter allegations that the company falsely advertised the ratio of ingredients of its beef filling for its tacos. The various campaigns came shortly before the company began its official response to the suit in theUnited States District Court for the Central District of California and were designed to bring public opinion into their camp. which was paid out on October 28.about 20 percent more than the company usually spends on an advertising program. The commercial represents Taco Bell's first foray into movie theater advertising. 2009 canceled those plans. Featuring Varsity Fanclub's Bobby Edner. an Eleonora Cockatoo noted for his ability to dance to human music. "It's all about the Roosevelts" composed and produced by Danny de Matos at his studio for Amber Music on behalf of DraftFCB Agency. was euthanized after suffering a stroke. The company invested heavily in the campaign. the rap music style commercial shows a group of friends gathering change as they drive toward Taco Bell. Taco Bell has replaced 20-year sponsor McDonald's as the fast food partner of the NBA. A large advertising push by Taco Bell was begun in late February 2011 in response to a consumer protection lawsuit filed against the company by an Alabama law firm. with filming to begin in August.promotion was used again in the 2008 World Series. and NBA-themed promotions. Taco Bell sponsors a promotion at home games for both the Portland Trail Blazers and the Cleveland Cavaliers in which everyone in attendance receives a coupon for a free Chalupa if the home team scores 100 points or more. His unexpected death from a heart attack on June 28. In 2009.  The suit was eventually withdrawn." Additionally. Various analysts stated that the company would have been better off using a grass-root campaign that involved in store advertising and other non-broadcast media. Taco Bell and the NBA agreed on a 4 year deal allowing them to advertise on ABC. The ad followed several full page print ads in the New York Times and other newspapers that featured the headline "Thank you for suing us. Taco Bell introduced a music video style commercial entitled. featuring the ad during the opening previews of Transformers: Revenge of the Fallen and Public Enemies as well as screens in some movie theater lobbies. 2008. On July 21. 2009. and the company continued its advertising response by publicly requesting . On July 1. Gidget. TNT andESPN. The spots featured employees and franchisees stating that the filling has always been a mixture of 88% beef and various spices and binders and nothing else. the Chihuahua featured in Taco Bell ads in the late 1990s. She was 15 years old. when Jason Bartlett of the Tampa Bay Rays stole a base during Game 1 at Tropicana Field. Taco Bell started a Facebook group in June 2010 to collect signatures on a petition that appeals to the Federal Reserve to produce more two-dollar bills.  Infomercial salesman Billy Mays signed a deal in June 2009 to shoot infomercial-style commercials for the chain. 2009 commercials for the "Frutista Freeze" frozen drink feature Snowball. spending more than $3 million (USD) putting out its message .
In addition to the usual taco and burritos. they were full-service restaurants called Taco Bell Grande that are more analogous to a Mexican grill in the United States. Ontario. two in Shenzhen and one in Shanghai. China Taco Bell Grande's Logo In 2003. 2008. The owner successfully argued that Sydneysiders would confuse the takeaway chain with his restaurant. One location in Shenzhen closed on February 20. with the first store opening in Windsor. but by 2005. wait a minute. tomatillo grilled chicken. stated she believed Taco Bell's latest response was a mistake. sometimes people think. Taco Bell Grande also served other Mexican cuisine like albóndigas (meatball soup). The local restaurant was called "Taco Bell's Casa" and had been operating in Australia since the 1970s. the Shanghai location closed at the end of January 2008. and this would damage his reputation. why are they trying so hard to defend themselves?'".an apology from the suing firm of Beasly Allen. The chain had operated three restaurants in China. Analyst Laura Ries. The Chinese Taco Bell restaurants were not fast-food restaurants like other Taco Bells. of marketing strategy firm Ries & Ries. andalcoholic drinks such as Margaritas. 2008. She went on to comment that reviving memories of a suit that the majority of the public had forgotten after the initial burst of publicity. the Taco Bell brand was pulled out of the country. Cyprus . Canada Taco Bell has been present in Canada since 1981. but Taco Bell was ordered to change its name after the owner of a local restaurant successfully sued Taco Bell for misleading conduct. 'Well. fajitas. However. Instead. the second location followed shortly after. defending. closing on March 5. Yum! Brands introduced the Taco Bell brand into People's Republic of China. defending. Taco Bell later opened in 1997 in Australia with a store in the cinema district on George St in Sydney and a year later in 1998 within a few KFC stores in the state of New South Wales. commenting "when you run these ads defending. Outside the United States Australia Taco Bell first opened in Australia in September 1981.
all the restaurants were closed two years later. After a highly-publicised launch in Mexico City in 1992. (update 07/2011) India India's first Taco Bell outlet opened at the Mantri square mall. The Ártúnshöfði location is now closed. Greece Greece's first Taco Bell opened in Athens upon the grand opening of the newly constructed Athens Metro Mall on November 30. Mexico Taco Bell has attempted to enter the Mexican market twice. 2004 at the Gateway Mall in Cubao. 2010. this time promoting itself as selling American food. They have also added another branch at the TriNoma mall in Quezon City. A second location opened in the Ártúnshöfði part of Reykjavik in November 2008. suburb of Reykjavík. In September 2007. Another outlet at the Gopalan Mall. Iceland Taco Bell in Iceland is operated as a part of the KFC establishment in Hafnarfjörður. and replaced by a new location in the nearby area of Grafarholti (together with KFC).Taco Bell in Cyprus A Taco Bell opened in Cyprus in December 2009 in Limassol at the MyMall.S. 2011. Quezon City. Poland . but closed in January 2010 due to low patronage. Taco Bell returned to Monterrey. It was established in late 2006. Further restaurants are planned to be opened within the next 18 months (probably also in Cyprus' capital Nicosia). Bangalore opened in February. Navy from Naval Air Station Keflavik. Philippines Taco Bell opened its first Philippine branch on October 30. Bangalore.On November 2010 Taco bell will open it's 4th branch at SM Seaside City Cebu at Cebu City on 2013. They now have one on the Ground Floor and one on the 4th floor in the food court at the Gateway Mall. after the departure of the U.
 Yum! Brands announced that it is considering reopening Taco Bell locations in the United Kingdom as part of a large planned expansion into Europe. However. only one store was opened in Birmingham University. Army's Yongsan Garrison. In 1994.The first Polish Taco Bell store was opened in 1993. and the chain withdrew from Poland shortly thereafter. in December 2008. There is at least one Taco Bell site in the UK in operation at the Strategic Air Command and United States Air Force bases atRAF Mildenhall and RAF Lakenheath. and for a time there was a tongue-in-cheek grassroots campaign by non-Korean. but.S. Itaewon's branch coming first. commensurate with existing security controls. Singapore Taco Bell in Singapore existed for a number of years. A Taco Bell had long been a presence at the U. no other stores were opened. a location was opened in London onCoventry Street (between Leicester Square and Piccadilly Circus) followed by a second location in Earls Court near the Earl's Court tube station. The two branches opened in the summer of 2010. Madrid (03/2010). the university food provider Compass announced plans to open stores in its university and college sites. Taco Bell completely pulled out of Singapore. with trial outlets opening first in Spain in early 2009. non-military foreigners in Seoul to get another Taco Bell location. United Arab Emirates A Taco Bell opened in the United Arab Emirates in November 2008 in Dubai at the Dubai Mall. In 1986. Yum! is taking advantage of the . Following an aggressive campaign of expansion. Two more locations were opened at Mirdiff City Center and Deira City Center in 2010. which is off-limits to non-military people. Madrid. Another location recently opened at the Plaza Mayor shopping mall in Malaga. in the Itaewon and Hongdae districts. Taco Bell's efforts soon withered. access is restricted to relevant service personnel. and the Birmingham site is now closed. Yum! Brands announced that it would open additional restaurants in Spain in early 2009 as part of a test trial for the European market. The first Taco Bell for the general public was opened in theIslazul Shopping Mall. United Kingdom The United Kingdom was the first European country with a Taco Bell. One other store opened in Uxbridge but all closed in the mid 1990s. A second location has now opened at the La Vaguada Shopping Mall. South Korea There are currently two locations in Seoul. mostly as combination stores with KFC such as the one that operated at the Funan Digital Life Mall. which attract the most foreigners and college students. although it remains extremely difficult for UK inhabitants to patronise a store. Spain. Spain The first Taco Bell in Spain was opened at Naval Station Rota in 2004 and is available only to those authorized to access the naval base. but in 2008.
2010 06:30Updated May 30. French fries Canada. . Ecuador. changing nachos for fries). Puerto Rico. 2010. India. Costa Rica. (Fayaz Kabli/Reuters) BANGALORE. 2009. cheese. and Spain are the only countries where Taco Bell offers French fries. warily. Costa Rica. More stores are planned to open in 2011. and regular French fries. Saritha RaiApril 21. it also said that there is now a greater awareness of Mexican food in the UK and that it can be successful with improved menu offerings and marketing.  The first new store opened at the Lakeside Shopping Centre on June 28. Guam. Desai.recent recession which led to increasing sales at other fast food outlets. which appears in two varieties: Fiesta Fries (Topped Fries in Spain) (like Nachos Supreme. 2010. 2010 13:29 Email inShare A boy plays with an empty basket while standing among heaps of red chillies during a drying process in Srinagar. Colombia. and chives) are also available in Canada. Other countries Taco Bell is also present in the Dominican Republic. Taco Bell opened a second store in Basildonon November 29. a retired chemical engineer and an avowed vegetarian. India — Praful Desai celebrated his 65th birthday last weekend by doing something special with his family. Panama and on AAFES military bases in Germany and Iraq. their wives. Puerto Rico. took his two brothers-in-law. Chile. The UK branches offer Mexican (seasoned) fries. 15. Oct. Chili cheese fries (fries topped with beef chili. Aruba. the Dominican Republic. Taco Bell storms vegetarian India The land of a million chili peppers tastes a few new spices. children and grandchildren to Bangalore’s latest hotspot — the country’s first Taco Bell.
“I’m trying Mexican food for the first time in my life.” Desai said. middle-class families dressed in traditional Indian attire and couples clothed in their weekend best stood in snaking lines to try India's latest fast food sensation..” said Taco Bell’s general manager in India.. Indians haven't shown this much enthusiasm for American fast food since McDonald’s came to New Delhi and Mumbai more than a decade ago. “India’s growing middle-class and especially Bangalore’s young. VOTING ENDS: • 10 • 10 votes 8 22 HOURS9 MINUTES50 DAYS SECONDS Last Week's Winner 270 votes .. 19. The next two Indian Taco Bell outlets will open later this year in Bangalore. So far." Like the Desai family who spread themselves across three tables. so good. “Never too old to try something new. The plan is to grow to 100 by 2015.." “It’s kay-suh-dee-ya. Then she politely asked. Several other employees scattered across the restaurant were doing the same thing: explaining ingredients and sounding out unfamiliar words. explained patiently to a bespectacled. S UGGEST & VOTE Geneva Circumventions suggests:What's the status of international efforts to prosecute the Bush administration for torture. half of those who came into Bangalore's only Taco Bell that evening couldn't tell the difference between a taco and a burrito. bindi-sporting woman in a sari.” Taco Bell staffer Jagruthi. groups of teenagers. Bajpai said. Ashok Bajpai. “Do you like cheese?” The woman shook her head and chose the potato taco instead. affluent population make for a perfect market. disappearances and other. "tor-til-a" and "fa-jee-ta. who said he shook hands with at least 500 customers one afternoon. votes Fed Fear suggests:What role are the Fed other central banks and the Bank of International Settlements playing in destroying economies and. Nearby. pronouncing each syllable phonetically. adding.
140-odd Pizza Huts and about 45 KFCs Vijaya Rathore New Delhi: The US owner of the KFC and Pizza Hut restaurants. strategically located inside a shopping mall in Bangalore’s conservative Malleswaram neighborhood. Yum goes Mexican with Taco Bell to take on street food in India The US-based fast food chain has nearly 200 restaurants in India. biggest and shiniest."Wise Ignorant" suggested: How likely is it for China to split into several countries in the next few years. said he couldn't resist coming in after reading the sign outside. In chili pepper-loving India. The vegetarian Mahadevaiah said his only brush with U. some 2.000 Indians visit the new restaurant. cow-worshipping country. he studied every menu item and finally picked one with the prominent green dot next to it. Taco Bell jostles with stores that sell all types of Western goods — from Levis. an official said. But it isn’t quite that simple and Taco Bell has made big changes from its American cousin. There.S. Each day. and what would be the global repercussions? Check the membership site in early October for a link to completed piece. “It took us over two years to perfect our three Vs for India — value.S. Mahadevaiah. plans to launch its Taco Bell eateries in India to compete with street food.40). vegetarian and variety. The mall is India’s newest.. That is exactly the price that middle-class India would pay for a local dosa or paratha in the street-corner food outlets. A Western fast food chain serving what is foreign to the Indian palate is a big draw. including potato and local cheese (paneer) variations flavored with Mexican seasonings and spices. Taco Bell offers chicken instead. Here at Taco Bell. Customer T. Prices start low: a taco costs 18 rupees and a cheesy tortilla 20 rupees. fast food was a visit to a pizza parlor. denoting vegetarian. to Nikes to Calvin Klein perfumes. an assistant manager at a government-owned insurance company.” said Bajpai. you might think that spicy Mexican food would be an easy sell. Following in the footsteps of McDonald's. “Visit Mexico for 18 rupees" (about $. . spread over a million square feet. Yum Brands Inc. Half the menu is vegetarian. beef is off the menu in this Hindu-dominated.
Even Pizza Hut is also growing at a rate of 7-8%. which has grown by 30% over the last year. about 140-odd Pizza Huts and over 45 KFCs. “It (Taco Bell) is the biggest contributor to the (company’s) operating profit in the US. is more affordable than McDonald’s. we have more than 200 restaurants in India. we will spice up the preparations to make it appealing for the consumers here. Singapore.” Taco Bell.500 crore and growing at 2022% each year. managing director of Yum Restaurants India Pvt. Experts say the new brand could do well in India as the fast food segment in the country has not yet seen any impact of the current economic downturn. “It is a very good time to get in something which is Mexican-inspired food. The organized fast food market in the country is currently estimated at Rs2. Barista and Nirula’s. “The goal is to double our revenues in the next two-three years driven by KFC. Yum will open more company-owned stores in the near term.” said Niren Chaudhary. he said. at street food prices. In case of Pizza Hut.” Chaudhary added. Yum will put in place a strategy for future growth. In the longer term. But so far it has primarily been in the US. Taco Bell: The Arrival Considering the epicurean dilemma of Mexican-American fast food in India by Dave Prager | published February 2009 by The Caravan . The first few outlets in the country will be company-owned and depending on the response it gets. given the country’s love for food. we want to double the number of outlets to 400 in the next two-three years. However. “Though the basic offering will remain Mexican. which has become a popular fast food chain in India.” Chaudhary said. without sharing the revenue figures. with more focus on KFC. Ltd.” Chaudhary said. “Today.” Chaudhary said.” Purnendu Kumar. according to Kumar. driven by KFC “We are bringing in Taco Bell by opening two-three restaurants in Bangalore by the middle of this year. Yum’s claim to offer Mexican food at street food prices could be penetration-pricing strategy to get more footfalls in the stores and make people experience the food. associate vice-president at KSA Technopak. a retail consulting firm. Dominos. said. Dubai and now finally coming to India. the split between the franchise-owned stores and company-owned outlets would be 80:20. the food at Taco Bell will be customized to suit local demand. He added Yum is getting a positive response to its brands. Yum has chosen India as one of the few markets where it wants to expand. in order to satisfy the Indian taste buds. we already have a very large base and are well penetrated. So. Our ambition for Taco Bell is that we want to compete with street food. McDonald’s. he said.Recession-proof? Yum Restaurants’ Niren Chaudhary says the company aims to double its revenue in the next two-three years. Spain. Mexico. Café Coffee Day. But KFC has come up only in the last six-seven years. along with some Indian snacks and sweets brands such as Bikano and Haldiram’s. “India is a value-conscious market. Besides getting in Taco Bell. Prominent brands in the market include Pizza Hut and KFC by Yum. To drive the growth. the company has over the last two years started thinking of taking the brand international. It’s present in Canada. according to Chaudhary. the company is also looking at expanding its business both in terms of reach and revenue.
aesthetics are not exactly Taco Bell’s strong point. and cheese. eagerly ordering what I always ordered: a Bean Burrito without onions. Of course I remember: I was fourteen. “Remember what I told you? ‘This one looks like the baby threw up! And that one looks like the baby went to the bathroom!’ Remember?” “I remember. It introduced its K-minus program in the 1990s. In a few short months. lettuce. however. they’ll open their first Taco Bell in Bangalore. Grandma and Grandpops were taking me out to dinner. it’s hard to enjoy food that people are pointing at. but nevertheless sharp enough to mock me even as he drives his Buick down the interstate. You can trace its pedigree back to Mexico. but they exploded in disgusted glee as I unwrapped and unrolled my two burritos to douse their gooey greenish innards with salsa. always slouching a little. A Taco Bell taco.“Remember what I told you.” I always frown. and a Chili-Cheese Burrito. sure. Grandpops. the company that has perpetrated KFC and Pizza Hut upon India with so much success. this will be their first experience with Mexican food. My grandparents had nothing to say about the taco. always hurt that he could say such cruel things about the food I love so very much. what Starbucks is to a Paris coffeehouse: a uniquely American derivative that has evolved to resemble its inspiration in name only. I remember chewing in sullen silence as my grandfather quipped his now-eternal phrase. wizened. ———— Taco Bell is one of the flagship properties of Yum Brands. I had to admit that they were right: as India is about to find out. Against their protestations. Taco Bell has defined itself by its quest to lower costs. a Crunchy Taco. but what Taco Bell serves today is a mutt: Mexican food crossbred with generations of focus groups. “K” standing for kitchen and “minus” standing for subtracting as much of it from . Grandpops is ninety. But even then. is a remarkable feat of American engineering: the product of decades of research that have squeezed every spare cent of material and every extra second of labor out of creating it. Dave?” My grandfather always cackles when we drive past a Taco Bell. I’d chosen Taco Bell. tomato. cost-cutting innovation. For many Indians. and manufacturing techniques to breed a beast far removed from the original. with its crispy corn shell containing ground beef. Taco Bell is to Mexican food.
Taco Bell also has special portion-control devices for sour cream. my American friends would have been horrified. (Don’t ask. heating. and is priced and patronized accordingly. fast food is priced to the low end of the market and pitched to appeal to everyone. fast food is a symbol of aspiration. 175. when your economy scales across 5.a restaurant as possible. which arrives at a store pre-cooked in an industrial-sized plastic bag. . empties it into a hopper. After all. In America. like cheese and lettuce. My Indian coworkers proudly tell me of taking their dates to McDonalds. depending on your socio-economic status. Which means that sometimes your burrito looks like the baby threw up or went to the bathroom.5 ounces of beef no matter how vigorously or casually the employee wields it. Your meal is assembled with time and precision as benchmarks. not presentation. and I manned the cash register at a Denver-area burger establishment until I was fired for unsanitary orthodontic practices.000 employees. My wife cooked Pizza Hut pizzas as a teen. In India. ———- Fast food occupies a far different role in American culture than in Indian culture.600 stores. and millions of tacos. and other liquids. And it really does taste good. you’re still tasting a proportion of beef to sour cream to tomatoes to three kinds of cheese precisely calibrated for maximum flavor at minimum cost.) Once you’re older. guacamole. An employee heats the bag in a bed of hot water. or assembling. Most Americans are connected with the fast food industry as both patrons and cogs in the machine: a job at a fast food restaurant is a rite of passage for the upper-middle class on down. a penny saved is millions earned. and then dispenses the beef using a specially-engineered trowel that scoops exactly 1. Take Taco Bell’s signature seasoned ground beef. It’s accessible to all palates and affordable by all classes. fast food is either a diet staple or a guilty pleasure. So cooking is a corporate-level concern: food is prepared at centralized processing facilities and delivered to restaurants in forms engineered to limit on-site labor to unpacking. but even if the melted cheese gives a slightly mucousy sheen to your Chalupa Supreme. and strict guidelines for items that are applied manually.
a 29-year-old illustrator from Denver. Taco Bell is at its best after eleven PM. and lack of authenticity. But even within fast food culture. “is a Chicken Grilled Stuft Burrito.” “Goes right in. The prefix “mc” can be added to any word to evoke pejorative associations of cheapness. nostalgia.” says Craig Pullins. (It’s a macho thing. They may be dog meat. Taco Bell skews its marketing towards an aspect of American culture that’s less spoken of then McDonald’s family image but certainly just as pervasive: drunk diners who enjoy gastrointestinal discomfort. fast food is a part of America that neatly symbolizes the whole. “I love tacos. when you’re on your way home from being out with your friends. critics deride people who live in McMansions and worship in McChurches (and vote for McCain). While Subway is McDonalds for sandwiches. Christie and I and our other friends spent countless evenings happily patronizing a Brooklyn Taco Bell in our weekly pre-bowling ritual. and KFC is McDonalds for chicken.” says 30-year-old Christie Clifford. The phrase “mcjob” entered the Merriam-Webster dictionary in 2003 defined as “a low-paying job that requires little skill and provides little opportunity for advancement”. Taco Bell’s role in fast food culture is similar to curry vindaloo in the UK: you eat it when you’re in an abused state. And Taco Bell’s advertising embraces that. a Chicagoan currently living in Delhi (and as eagerly awaiting Taco Bell as I).) “The one thing that comes to mind at three AM after a night of drinking. and a faraway twinkle in our eyes. homogeneity.” adds Jennifer Jordan Keeler. blandness. calling it “the Fourth Meal. In spite of her opinion of the food quality. a video editor from New York City.” I relate these sentiments to highlight the odd relationship Americans have with Taco Bell: we say negative things. I guess.Because of the ubiquity and uniformity of fast food restaurants. but we say it with fondness. comes right out. Taco Bell is not McDonalds for Mexican food. and especially because of the relentless global march of brands like McDonalds. literally gleeful in the knowledge that it’s going to burn coming out in the morning. “I love everything about them and Taco Bell has the cheapest tacos around. Taco Bell occupies a strange niche. but they’re cheap. . Combined with its reputation for spiciness.” prodding you to “make your after-party sizzle” with a Crunchwrap Supreme.
Perhaps because of the competition the corporate group expects. preparing for the glorious day when Indian teens will drag their grandparents into the restaurants in magnificent anticipation and chew in shamed silence as their grandparents laugh and point. Marketing Head of Taco Bell India. . and we don’t wish to respond to media queries with details at this stage. In some nondescript industrial area of Bangalore. Because it really does taste good. refusing to confirm even mundane when’s and where’s. Taco Bell will join a rapidly crowding fast food market aimed at the middle class. I can only assume. finally agreeing to let me submit my queries in writing for clearance through her superiors. But fret not. much less engage in dialogue about the challenges of marketing ethnic food to an audience unfamiliar with that ethnicity. Her response to my eight questions (“Do you think the average Indian is aware of what tacos or burritos are?” “Ground beef is a big part of Taco Bell in the US. their executives were suspicious and secretive with me. How will you replace it in India?”) was coldly corporate.” And so I’m limited to speculation about the status of Taco Bell India. as anticipation grows in my heart and my stomach rumbles nostalgically for a Baja Gordita. was audibly uncomfortable with me on the phone. my young Indian brothers—it doesn’t matter what it looks like. Aparna Chopra.———- In India. We have discussed the same internally. a Taco Bell kitchen has been assembled in a stainless-steel clean room as big as an airplane hanger. Especially after 11 PM. making notes on their clipboards. “Thanks for mailing your questions. A dozen men in white coats silently observe an eighteen-year-old trainee construct a Cheesy Double Lamb Burrito or a Paneer Enchirito.
17pm IST . targets 100 restaurants by 2015 PTI Mar 24. 2010. 04.(I love the illustration!) Taco Bell enters India.
m. "We are confident that Taco Bell will redefine the eating-out market in India with its value proposition and variety of delicacies. which specialises in Mexican items like tacos. which operates brands like Pizza Hut and KFC. The Indian quick service restaurant market has been standstill for some time and we want to bring a breath of fresh air into it. Absolutely Free!www. half of the 22 items in our menu are vegetarian and we are also using certain Indian ingredients like paneer to add to the variety. "Over 60 per cent of Indian are below the age of 30 years and our focus customer are the youth and those who are young at heart. Ads by Google • • Full Movies For FreeWatch Pyaar Ka Punchnama on YouTube Box Office. Besides. Yum! Restaurants also runs over 50 KFC and more than 110 Pizza Hut restaurants in India.com/BoxOffice L I C . We have already signed up a few more properties in Bangalore and our aim is to have 100 outlets in India by 2015. The Louisville (Kentucky)-based company operates over 5.To Retire RichGet 1Lac p." Taco Bell India General Manager Ashok Bajpai said. burritos and quesdillos. Customers can have unlimited quantity of Pepsi for a single time payment of Rs 35.NEW DELHI: US-based fast food brands operator Yum! Restaurants today launched its Mexican speciality chain Taco Bell in India with the first restaurant in Bangalore and said it plans to open up to 100 outlets by 2015.YouTube.600 Taco Bell restaurants in the US. . After 55th BirthDay Compare 46 insurers & Buy Today!PensionPlans.com He said the company will first target the markets in metros and then venture into tier II and II cities and each restaurant will be of around 3." Bajpai said. Currently.PolicyBazaar. said it is looking to tap the young consumer segment with Taco Bell's Mexican offerings as part of effort to increase footprints in the estimated USD one billion dollar Indian fast food market. Bajpai said the price range of the items available in the outlets will be between Rs 18 and Rs 79. "With this price range we are creating a value proposition. The brand's global General Manager Andrew Waite was in Bangalore today to open the first Taco Bell outlet.000 sq ft. Yum! Restaurants." he said.
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