Taco Bell: Eat your words

This case study demonstrates how Taco Bell, the quick service restaurant chain, engaged with its most loyal fans in Canada to reverse negative sales and deliver new growth.

Taco Bell: Eat your words

Grip Limited

Situation analysis

Overall assessment

In 2012 Taco Bell launched a new product in the United States that revolutionized the world of Quick Service Restaurants: the Doritos Locos Taco (DLT). A movement was born and the brand in the US enjoyed a surge of business from continuously engaged consumers that moved the needle on top of mind awareness and purchase intent.

Meanwhile, north of the border, the appetite for tacos was underwhelming. Canadians' perception of the brand was drastically different, reflected in negative sales data year-over-year (see EXHIBIT A). With ongoing store closures [Footnote...

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