Taco Bell:

The
Breakfast
opportunities
MKM 706 – Marketing Fundamentals
Professor Domenic Gasparro
Seneca College | Marketing Management
Abhishek Sharma. ID:100396191
 Background

Taco Bell

• Taco Bell is a large fast food

chain of US brand. It’s most
popular for its late-night meal.
• It serves the Mexican style
foods such as tacos, burritos,
nachos, quesadillas, and other
Mexican specialty items.
• Taco bell was first setup in
1962.
• It has grown rapidly in the
market i.e. 100 restaurants by
1967.
• In 1978 PepsiCo took over the
Taco Bell after that which it
became part of Yum! Brands.
Yum! Brands

• Yum! Brand was a worldwide

pioneer in the quick-serve
restaurant business chain.
• In 2012 annual revenue of Yum!
Brand was
$13.6 billion.
• Yum! Brands owns around 40,000
restaurants in more than 125
countries.
• 10% increment in earning per share
year after year.
•Company owned restaurants were
20%.
•75% of location is operated by
franchise.
 Current Situation

The Present of Taco

Bell
• In 2012 Taco Bell launch new
product “Doritos Locos Taco” as
customers becoming bored with
the breakfast.
• Immense growth were seen as
100 million were sold in next ten
weeks.
• President Brian Niccol scrapped
the prior camping and made
new one that is “Live Mas” it
means Live More.
• The expected growth potential
of the organization moved up
from $7 billion (2012) to $14
billion (2022).
 Launch Plan

• Company’s marketing team developed

an aggressive plan against Mc Donald’s.
• Attract young customer from
McDonald’s.
• Breakfast meal menu would be profit-
making for a franchise with about The “Big new
$70,000 in yearly breakfast sales or
$192 per day breakfast sales. idea for future
• Averages sales of revenue per day is
$3,560. growth”
• Encourage to serve three hours earlier
than usual i.e. 7:00 a.m. – 11:00 a.m.
 Problem Statement
• Taco bell customers should be
comfortable to get their breakfast routine
modified with some Mexican food in the
morning!

• Franchisees play a vital role in running

these breakfast initiate. If the results from
breakfast lines are weak then franchisee
could quickly loose their commitment and
drop it in order to save money!

• At last buy not least. Taco bell will require

to work hard on their promotion and
advertising. This will create popularity
among their customers and needs to be
strong when launching and then remain
consistent.
 Adding new Product
with different taste
“Doritos Locos Tacos”

Alternatives
Launch new
“Breakfast Line”
 Alternatives

Company must looking into

focused budgeting as the
company has high budgeting
for marketing.

Budgeting
It will help company to
existing analyze the
environment/market that has
advertising less share.

expenditure
By the help of strategic marketing
approach “Taco Bell” have an
opportunity to utilize the existing
frameworks and items to reach out
new potential customers .
Which plan of action goanna be most feasible and
fruitful for Joggers world?
 Recommendation
Budgeting existing advertising expenditure
• Advertising is one of the strong strategy to
attract the customers.
• As we know time has changed every things is
going socialize and digital so company must
focus on their digital advertisement.
• competitive edge.
As per the data (image) it clearly seen that
high budget is set for digital advertising,
• This strategy leads to increased revenue of
Taco Bell.
Adding new Product with different
taste “Doritos, Locos, Tacos”
• It helps in making revenue from
new product line.
• New product launch help
company to compete the
• Most interesting fact of launching
new stream is it keeps employees
motivated and makes job
interesting.
Implementation

Budgeting existing Adding new Product with

Measures advertising expenditure different taste “Doritos,
Locos, Tacos”

Taco Bell i. Develop the effective

strategy with broad
i. Review your Budget and
Target Audience.
should opt ii.
view prospective.
A successful budgeting
ii. Formulate an attractive
social media plan to
of advertising must be attract customers.
to set according to the
organization iii. Know the needs and
improvise iii.
objectives.
Formulate successful
wants of the customer it
can be done through
market research. For
the advertising plan which
states how strategy
example- flavour,
packaging and labelling.
will come into action.
business iv. Prefer suitable media
channels according to
the target audience.
 Action plan

Budgeting existing advertising

expenditure Phase 1

Adding new Product with

different taste “Doritos, Phase 2
Locos, Tacos”
 Citation
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