Competitive Landscape: Taco Bell
Taco Bell's target market includes people between the ages of 18 and 34 years. They also focus on African Americans and Hispanics. This spreadsheet and the research brief below contains further details of our findings.
TACO BELL — Background
- Taco Bell is a fast food chain that offers Mexican-inspired food, headquartered in Irvine, California, U.S.
- The company was founded in 1962 by American entrepreneur Glen Bell.
- It has more than 7,000 locations and over 350 franchises worldwide.
- The first Taco Bell opened in Downey, California, in 1962.
- Between the 1980s and ’90s, Taco Bell began introducing new menu items and restaurant concepts.
- In 1995, Taco Bell began a branding partnership with KFC, and in 1997 both became subsidiaries of Yum!.
- Mike Grams is the company's Chief Operations and Development Officer, Greg Creed is the Chief Executive Officer of Yum! Brands, Inc., Julie Felss Masino is the Brand President of Taco Bell North America, Elizabeth Goodwin Williams is the President of Taco Bell International, and Liz Matthews is the Chief Food Innovation Officer.
- Taco Bell's primary target market is people between the ages of 18 and 34 years.
- They target African Americans and Hispanics.
- Taco Bell targets people with incomes less than $60,000.
Perception on Social MEDIA
- Taco Bell's top publications on Facebook have more than 17,000 likes and many positive comments about their food. There are almost no negative comments.
- On Twitter, their top tweets have more than 3,000 likes and more than 500 retweets. The comments about their food are positive, and there are almost no negative comments, but there are requests for new additions to the menu.
- Taco Bell's top pictures on Instagram have more than 50,000 likes, with similar feedback as the ones of Facebook and Twitter.
- High Brand Loyalty — Consumers have an enormous amount of choice at a variety of price points.
- Taco Bell is the only restaurant that adopted a healthy trans-fat free formula. Taco Bell altered its beef recipe and tidied up its menu of unnecessary additives such as high fructose corn syrup and unnatural dyes in 2017.
- The "cantina concept," which includes using registers, self-serve kiosks, online ordering, delivery, or the Taco Bell app, makes it easier to fill all kind of customer demands.
- Good Brand Marketing and Advertisement — Taco Bell’s content strategy involves influencer marketing, infiltrating organic trends, responding to customer comments on social media. They also send hand-written notes and wearable brand-related items to models, actresses, musicians, and other celebrities popular with young people.
Brief Bio of Global Chief Brand Officer Marisa Thalberg
- Marisa Thalberg founded Executive Moms and currently serves as its president.
- Starting in January 2018, Thalberg held the position of Chief Brand Officer at Taco Bell Corp.
- She is the head of the nation's preeminent organization for women who are both mothers and professionals.
- Thalberg is a member of the Mom Advisory Board of Lean Forward Media, LLC.
- She was named a 2005 Pearl Honoree and will soon be profiled on UNICEF.
First, your research team did some background search and obtained very detailed information for Taco Bell, which was summarized in the attached spreadsheet. The team also searched for the company's foremost corporate leaders on corporate websites such as Bloomberg. To locate Taco Bell's target customers, the team searched through marketing websites such as Numerator and found demographic information for the company's target market.
The team researched to find out the perception of the brand by checking its social media profiles and found that in all three accounts (Facebook, Twitter, and Instagram), the brand has a massive affirmative acceptance from people through the many positive comments, sharing, and tagging. There was hardly any negative comments, but people asked a lot for new dishes to be included in the menu. Your research team identified Taco Bell's main competitors from Craft.co and conducted a deep search to find and summarize the competitive advantages of the company. The team collected the most repeated benefits cited on marketing portals, newspapers, and businesses websites.
Lastly, the team made a brief bio of the Global Chief Brand Officer, Marisa Thalberg, and listed her main activities and achievements. However, her studies weren't listed on any website or portal, including her own LinkedIn account, Bloomberg profile, or pieces of news and interviews of her.