RISE - Menu Monitor

Taco Bell
Headquarters
17901 Von Karman, Irvine, California 92614 USA
Tel: (949)863-4500 Fax: (949)863-2252
www.tacobell.com
Ownership: Private
Segment: Limited Service Mexican
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 6,000,000 6,128,000 5,653,000
Company-owned ($000) 1,800,000 1,791,000 1,670,000
Franchised ($000) 4,200,000 4,337,000 3,983,000
U.S. Number of Units 5,608 5,845 5,900
Company-owned 1,290 1,252 1,283
Franchised 4,318 4,593 4,617
International Sales ($000) 185,000 186,000 168,000
International Units 238 243 238
Average Sales/Unit ($000) 1,175 1,168 1,069
Concept Positioning |
Taco Bell is the largest limited-service Mexican chain in the world. Major customer groups are teenagers and young adults.
Yum! Brands is the parent company of Taco Bell, which offers an extensive menu of moderately-priced appetizers, burritos,
nachos and tacos. Yum! franchises the majority of its Taco Bell units.
Units are freestanding or located in malls, airports and other nontraditional locations. The exterior design resembles Spanish
mission-style building. The interior color scheme includes orange, ocher and earth tones. A drive-thru window is an integral
part of all new units. A redesign program created a more upscale image but still retained the familiar red tile roof and mission
arches. Extra outside lighting was added to make the units more visible at night. Two-window drive-thru facilities were also
part of the redesign program.
Taco Bell was founded by Glenn W. Bell in 1962 and acquired by PepsiCo, Inc. in 1978. In 1981, a franchise agreement was
developed. In early 1991, Taco Bell acquired Hot 'n Now and in May 1993, Chevys Mexican Restaurants. In early 1997,
PepsiCo announced its intent to spin-off all of its foodservice holdings into a separate publicly held company. The separation
was completed in October 1997 to Tricon Global Restaurants, Inc., and its Hot ‘n Now and Chevys holdings sold separately at
the same time. Tricon eventually renamed itself YUM! Brands, Inc., in 2002. In May 2006, YUM! announced that most new
Long John Silver's and A&W locations will be multi-branded with its flagship concepts—KFC, Pizza Hut and Taco Bell.
Menu Positioning |
Taco Bell offers a lunch and dinner menu that includes tacos, burritos, nachos, chalupas, gorditas, quesadillas, salads and
combo meals. Signature items include Southwest Steak Bowl salad, Chicken Fiesta Taco salad, Chicken or Steak Chalupa or
Gordita, Grilled Steak Taco and Double Burrito Supreme. Combo Meals include two Grilled Stuft Burrito and Nachos, Mexican
Pizza and two Tacos Supreme, and three Crunchy or Soft Tacos. A Kids’ menu is available, including two Tacos for $2.99 and
a Bean Burrito for $2.49. Its Big Bell Value Menu offers a variety of favorites priced at 99¢, including the Cheesy Bean & Rice
Burrito. Desserts featured include Cinnamon Twists. In 2007, Taco Bell plans to test breakfast items in select markets in the
U.S. Nonalcoholic beverages are available. Menu prices range from 89¢–$5.59. Checks average $4.92.
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