Taco Bell Corporation: Run For The Border campaign

Taco Bell Corp. limped into the 1980s with poor sales and little customer loyalty despite the company's dominance of the Mexican quick-service market.

Taco Bell Corporation: Run For The Border campaign

Mariko Fujinaka

Overview

Taco Bell Corp. limped into the 1980s with poor sales and little customer loyalty despite the company's dominance of the Mexican quick-service market. With a new CEO on board in 1983, Taco Bell launched a turnaround strategy designed to take the entire fast-food industry by storm. No longer content to rule just the Mexican food arena, Taco Bell sought to set itself on equal footing with fast-food powerhouses such as McDonald's Corporation, Burger King Corporation, and other popular chains. Stores were renovated and modernized, employee uniforms updated, new menu...

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