Its because they have invented and delivered food that people relish and will continue with this performance in the future as well. Thanks to this insight, during the pandemic, Taco Bell was quick to partner with delivery apps long before other fast-food chains. Taco Bell adopted a healthy trans-fat free formula which is a key competitive advantage over other competitors who has not yet switched to the healthier recipes. October 7, 2021 . The fast-food outlet also takes visual action by updating its overall image and logo. By engaging with Internet influencers and other brands like Old Spice, Taco Bell has proven that influencer marketing can go a long way to engaging with an audience and proving that companies must be more authentic with their conversations online. I've been a customer of PlanForce for over . Taco Bell knows theyre catering to people with a few dollars in their pocket and the munchies. Not only does the team behind the Texan-Mexican fast-food giant take risks with their posts, but they also post where most marketers are known to fail. It got a lot of laughs and attention. Taco is conscious that their target demographic is all of those between the ages of 18 and 34 who know that we enjoy a taco or two or three healthy from time to time. Air India to discontinue Vistara after merger, DS Group Partners with Lderach (Swiss Chocolate Maker), Castrols unveils a New Logo and a Refreshed Brand Identity. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); This site uses Akismet to reduce spam. They have never been shy about their marketing and are bold in the way they reinvent themselves, even introducing French fries to their menu in January 2018. They have moved away from targeting children and families and now caters to more niche audiences. One good strategy by which Taco bell has targeted the influencers is by providing them with the products before its release in the market to create hype about the new dish. Taco Bell seems to be aware that their target market is those of us between 18 to 34 years old who love a taco or two or three when its late at night and youre coming home from a concert or bar. Taco Bell has been targeting specific niche audience and thats why it has been so successful in their campaigns. In their social media posts, Taco Bell's messaging reads more like posts that a friend would write than a business. The post content is related to their new menu or their products, awareness messages, etc. Innovation: Taco Bell has its main focus on innovation and also on the marketing and branding of the products. Taco Bell's parent company, Yum! It comes down to being willing to try new things, and above all, having a good grasp on their target audience. Feb 22. Under the Taco bell express chain, there is also the number of small shops and drive-through locations which are located primarily inside the convenience stores. Taco Bell has always been successful in creating contents that travel. The same definition refers to brands. Instead, these brand pillars are the common thread that enables the brand refreshes to happen without confusing Taco Bell's customers and target audience. Does the question strike your mind? We tend to push limits and they bring us back a bit, but we get there together, Ellison said. Retrieved from, https://www.delish.com/food-news/a44095/taco-bell-certified-vegetarian-menu/, Foodimentary. Taco Bell dares to change its branding approach to seek something different continually. Taco Bell figured out how to speak directly to their audience, more like a personal friend than a business. Taco Bell Engages in Test Marketing. The tweet attracted a great deal of interest and succeeded as it was both amusing and a little self-depreciative, which further establishes a personality behind the brand. If Taco Bell follows its marketing strategies of the past year for the Super Bowl, pop culture will be a focus. Each year Taco Bell serves more than 2 Billion consumers and has 7,072 restaurants spread all over the world among which over 93% is operated by independent licensees and franchisees. He has developed strategies . The SWOTT analysis above provides insight that will help the brand mitigate risk as it continues to move forward with the strategy. This campaign was a huge success thanks to the high level of customer interaction. Taco Bell has launched their first global marketing campaign, the Yum Brands company announced Wednesday, and will be giving out free tacos on May 4 to celebrate a . They had no reason to give us a chance to open our first Cantina in 2015, but they gave us a shot. How has Taco Bell found such extraordinary success? The company understands that to establish a relationship with its audience, more human-centered marketing approaches must be channeled. The Instagram handle has followers in the range of around 30K.twitter handle has 4k followers. Now, it boasts an outdoor dining area with 70 seats, a lawn and two fireplaces, and has attracted a loyal family crowd. 2. At present, both companies have gained world fame. Taco Bell has started to experiment with its food options with the nutritious menu with healthy breakfast options which were a big hit. Itgot a lot of laughs and attention. Does the question strike your mind? Most businesses are seeking to target young people, but they struggle because they are unable to communicate with the market. The product innovation strategy at Taco Bell has been proven to be world class and has become Americas No 1. Related: 5 Ways to Transform Your Business into a Sustainable One. Taco Bell keeps its brand pillars intact despite the frequent, more minor adjustments. Fueled by evaporating Jack Daniel's whiskey, the fungus is coating the town in a gray crust. Thank you for taking the time to read the marketing strategy of Taco Bell, and do share your thoughts on this case study marketing strategy of Taco Bell in the comments section below. Thats why we should all tip our hats and give a round of applause to the late night mogul,Taco Bell. I hope this article has provided you with valuable information about Taco Bells marketing strategy. When people are on these social sites, theyre using them to connect, whether its with friends, family, that ex from high school, or a company. When the system works like that, you can really grow the brand.. "Next to the hashtag. Mar 8, 2021. The approach has involved keeping the main recognizable elements like the bell and just changing color and stylized elements around that visual. In mid-2012, Taco Bell learned about a hoax spreading in Bethel, Alaska, which claimed that the company was set to open in the town of a little over 6,000 people. The "Taco Moon" effort is part of the brand's first global campaign. It's an innovative strategy to generate brand buzz, social media engagement and develop fresh ideas for new creative all before the ad is ever released. These Sisters Quit Their Jobs Mid-Pandemic to Risk It All for Their Brand. Not every brand should start serving tacos (seriously, who wants to eat a taco made by their dentist), but every business can certainly use some of Taco Bells special marketing sauce., Bellomo, R. (2015, October 2). Product development seems to be at the forefront of their strategy and they have succeeded tremendously. Throughout 2022, Taco Bell will also host several activations to celebrate tacos and the . Some brands beg to have their pages liked, but still don't get it because they cant say anything interesting. For Taco Bell to be leading the rebound, we have to be ready to show consumers an experience that they historically have not had, Ellison said, adding that now is the right time to build such models because consumers will be ready to come back to in-restaurant experiences by the end of the year. It was a positive and fun way for Taco Bell to get its message out. In this article, we are going to talk about the marketing strategy of Taco Bell based in the United States, and also one of the largest Mexican food chains in the world, as well as a quick-service restaurant. The distribution takes place through outlets in malls and exclusive stores. That experience is built for a consumer that has adapted to mobile and order ahead, Grams said. Every every year Taco Bell serves more than 2 billion . This is why theyve added better options for those late night snackers, like bean burritos and veggie bowls. The food they serve is more expensive but is rapidly growing its market share and serving Mexican healthy food to every growing health-conscious consumer. He has been a guest speaker at prominent colleges in India including IIMs[Read full bio], Your email address will not be published. They never stray too far from their roots, making sure to also sell old-fashioned favorites like: tacos, nachos, burritos, and quesadillas. Every company wants to achieve a sense of virality with its social media strategy, but very few are willing to step outside the safe zone as Taco Bell is. Some ads have featured a much older crowd partying late into the wee hours, because Taco Bell wants to include any demographic that enjoys a late-night taco, Crunchwrapor other Taco Bell product. The Double Down sandwich originally debuted in 2010. . Other competitors of Taco Bell are KFC, Pizza Hut, and Dominos, etc. Copyright 2023 Entrepreneur Media, Inc. All rights reserved. Their tweets like Do you sell bells alongside hashtags like #10ThingsIGetAlot was very famous and it garnered a good amount of attention from their desired consumer base. Also, the company made sure to use social media to let customers know they could grab their favorite food from the drive-thru, even from the back of a Lyft vehicle. Many of Taco Bell's social media posts have managed to go viral, which has resulted in multiple media outlets doing stories about the company's social media movements and, in turn, ending up doing a marketing portion for them. Take Taco Bells Twitter feed, for example, which shows that as a company you can promote yourself and people wont unfollow you: Glen Bell opened his first restaurant, Taco Tia, at the age of 23. They dont have a special sauce that they advertise, but they certainly have a special sauce when it comes to their marketing. For every brand out there who is struggling with their marketing efforts, they can certainly go to Taco Bell and use some of its "special marketing sauce". As the world evolves with new trends in graphic design, changing societal rules, and advanced technology, their company logo needs to evolve to reflect those changes. There have been times when Taco Bell has removed items from the menu only to get feedback from customers that they missed those items. Domestically, with . Marketing Strategy of Taco Bell analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). As per SEO ranking, it is said that the number of keywords - below 500 is bad, above 1000 is good, and 10,000+ is amazing. This year Taco Bell closed the quarter with an 8 percent increase in the system-wide sales and the credit for it is due to fresh innovation and new ideas Taco Bell implements. Some ads have featured a much older crowd partying late into the wee hours, because Taco Bell wants to include any demographic that enjoys a late-night taco, Crunchwrap or other Taco Bell product. March 8, 2021 6 min read Opinions expressed by Entrepreneur contributors are their own.. Taco Bell has stepped into a leadership position among fast food brands when it comes to developing and implementing an innovative marketing strategy that wins and keeps customers. They have also adopted a content strategy that goes beyond what Taco Bell has created internally. Related: 5 Entrepreneurs Who've Bought Themselves Back From Their Majority Investors -- And What They Learned, Journalist, Digital Media Consultant and Investor. Instead, these brand pillars are the common thread that enables the brand refreshes to happen without confusing Taco Bells customers and target audience. Our fans continue to adopt digital ordering channels (Mobile, Web, Kiosks, Delivery) as we set global digital sales records across all our regions in 2021 with $2.12 billion in . In their social media posts, Taco Bells messaging reads more like posts that a friend would write than a business. Posted on April 6, 2017 by Patty Odell. Hi, I am an MBA and the CEO of Marketing91. . Taco Bell has its focus on the health-conscious youth and has even started offering healthy fast food and to bring this positioning strategy, the number of changes has been made in the business strategy. Taco Bell regularly adjusts itsbranding strategy. It wouldn't make much sense to use the same logo they used in their humble beginnings, not when so much has changed for the fast-food juggernaut. This means delivering clear messages that Taco Bell is the go-to fast food brand for quick, hotand affordable Tex-Mex style products. The Nacho Fries campaign arrives just weeks after Taco Bell announced a subscription-style Taco Lover's Pass that for $10, gives fans one taco per day for 30 days. Products & Services: Taco Bell is a subsidiary of Yum! KFC has also seen an increase in same-store and drive-thru sales. It has also created viral social media content by taking a lighthearted approach to how it takes over existing hashtags. It was a positive and fun way for Taco Bell to get its message out. From a corporate perspective, Grams said Taco Bell is on track to achieve its ambitious pre-pandemic goals because its franchisees are pushing the brand to be creative. The fast-food outlet also takes visual action by updating its overall image and logo. (2021, October 07). I'm a junior at Randleman High School, with a passion for business, marketing, and helping my community. Download our app and order ahead today! The premise of that collaboration is us listening to each other and being committed that we dont just force things, but ultimately do things together, Grams said. Required fields are marked *. What it has done is raise the bar, try new approaches to marketingand stay passionate about improving how it interacts with audiences and customers. Taco Bell's chief brand officer Nikki Lawson says digital has become the chain's "North Star" during the pandemic and expects digital sales to reach 50% in the near future. Taco Bell's messaging, menu and hours of operation reflect this confidence in the ability to deliver food for those with little cash and a desire to pick up food sometimes at 3:00 a.m. To grow Taco Bell's market share to 10% by 2021 which is . Even with its confidence, Taco Bell still listens to customers and adapts where necessary. It got a response from her on social media and generated more viral attention across the Internet. . We hope this blog on the marketing strategy of Taco Bell has given you a good insight into the companys marketing strategies. Many of the lessons here can be leveraged in everything from a startup to an established business across many industries. This campaign ran on Instagram from April 4th to May 1st, 2022, with Hardik Pandya and several other influencers and celebrities using the hashtag #BEONEWITHGAME. Then the company was later acquired by Yum! Joanna Fantozzi | Jun 24, 2021. Brands, reported that in the third quarter, Taco Bell had a 3% increase in same-store sales . The Green Bay Packers quarterback spoke for the first time after returning from a sensory deprivation facility in Oregon. Coming back to food companies and their unique strategies, we recently saw one more such marketing wonder. If you like such in-depth analysis of companies just like the marketing strategy of Taco Bell check out our IIDE Knowledge portal for more fascinating case studies. That is why they get inventive with their menu, offering items like Black Jack Taco, Kit Kat Quesadilla, and Beefy Fritos Burrito. TACO BELL astonished its customers by introducing the greatest cheese taco at a reasonable price in this ad. Taco Bell has been functioning since 1962, which indicates that they are winning the hearts of its customers for the last 6 decades. The only source of posting content is through Facebook, Instagram, and Twitter. 8, 2021 Staying true to who you are as a human and being genuine brings about more friends, doesn't it? The competition is tough, so Taco Bell needs to keep innovating and using creative strategies to stay ahead of the competition. The younger generation will also be more informed when it comes to social media and will quickly root out inauthenticity. Since it has huge growth opportunities and Yum! Published at: 04-05-2021 . one can order via their app as well. Your email address will not be published. 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