Taco Bell embraces fast-food geekdom to succeed

Taco Bell, the quick-service restaurant chain, is seeking to find the right mix of behaving like a cult and mass-market brand.

Taco Bell is defying the forces cutting into sales in the fast food sector by embracing a paradox: the company has found mass market success by acting more like an indie, cult brand.

“We are pushing and pulling constantly to get to that perfect balance,”...