Consumers no longer have “beef” with Taco Bell. After the brand struggled last year with a faux scandal over the contents of its beef filling and a teenage demographic that was passing out from its advertising, something needed to be done. And it happened. Taco Bell teamed up with Doritos and introduced the Doritos Locos Taco. The co-branding effort was successful and teenage mouths began watering all over again in search of the ultimate munchies meal.
In fact, Taco Bell may be in the midst of the largest earning period in its 50-year history if the brand continues boosting earnings at this rate. According to Ad Age, Yum CEO David Novak said that campaign is once again “capturing the charismatic appeal we have with the youth target audience” and “has been very well received.”
The unveiling of its new catchy tagline, “Live Mas,” in February and emphasis on “Fourth Meal” is also resonating with youngsters who want more from their fast food brand and enjoy making 1 a.m. food runs. Furthermore, the brand has expanded its menu across the West Coast to include breakfast co-branded products such as Johnsonville sausages, Cinnabons and Tropicana juice and is in the process of creating a more upscale line of cuisine called “Taco Bell Cantina” that would compete with Chipotle. Novak said the platforms “are significant” for “business [growth] on a sustainable basis.”