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Taco Bell From Wikipedia, the free encyclopedia Page semi-protected Taco Bell Taco Bell logo 2012.png Type Subsidiary Industry Fast Food Founded Downey, California (March 21, 1962) Headquarters 1 Glen Bell Way, Irvine, California, U.S. Number of locations 6,500 restaurants (2013)[1] Key people Glen Bell, Founder Greg Creed, President, CEO Products Tacos, burritos, and other Tex-Mex cuisine-related fast food Revenue Increase$1.9 billion (2009)[1] Employees 175,000+ Parent Yum! Brands Website tacobell.com The classic Taco Bell logo used from 1985 to 1994. It is still in use at many older Taco Bell locations. Taco Bell's original restaurant design with its first logo sign in Wausau, Wisconsin. Demolished May 5, 2010. A Taco Bell restaurant design that was popular in the 1980s and 1990s, and remains the most common design today. Taco Bell's restaurant design introduced in the 2000s., replaced in 2013 Taco Bell restaurant, Revere, Massachusetts – night view (October 2012) Taco Bell is an American chain of fast-food restaurants based in Irvine, California. A subsidiary of Yum! Brands, Inc., they serve a variety of Tex-Mex foods including tacos, burritos, quesadillas, nachos, other specialty items, and a variety of "Value menu" items. Taco Bell serves more than 2 billion customers each year in more than 6,500 restaurants mostly in the U.S., more than 80 percent of which are owned and operated by independent franchisees. Contents 1 History 1.1 Founding and growth 1.2 Concepts 1.3 GMO Recall 1.4 Dispute with the Coalition of Immokalee Workers 2 Advertising 2.1 Slogans 3 Outside the United States 3.1 Australia 3.2 Canada 3.3 Chile 3.4 Cyprus 3.5 Greece 3.6 Iceland 3.7 India 3.8 Mexico 3.9 Philippines 3.10 Poland 3.11 Russia 3.12 Saudi Arabia 3.13 Singapore 3.14 Spain 3.15 South Korea 3.16 United Arab Emirates 3.17 United Kingdom 3.18 Other countries 4 See also 5 Notes 6 External links History Founding and growth Taco Bell was founded by Glen Bell, who first opened a hot dog stand called Bell’s Drive-In in San Bernardino, California[2] in 1946 when he was 23 years old. Six years later, he sold the stand and opened a new one two years later, this time selling tacos under the name of Taco-Tia. Over the next few years Bell owned and operated a number of restaurants in southern California including four called El Taco. Bell sold the El Tacos to his partner and built the first Taco Bell in Downey in 1962. In 1962, he sold Taco-Tia. Kermit Becky, a former Los Angeles police officer, bought the first Taco Bell franchise from Glen Bell in 1964,[2] and located it in Torrance. The company grew rapidly, and by 1967, the 100th restaurant opened at 400 South Brookhurst in Anaheim. In 1970, Taco Bell went public with 325 restaurants. In 1978, PepsiCo purchased Taco Bell from Glen Bell.[2] In the late 1970s, Taco Bell introduced the Bell Beefer, sloppy joe like with taco-seasoned ground beef on a hamburger bun with cheese, lettuce, and tomato. The Beefer was removed from the menu in the late-1980s to keep a strictly Tex Mex-inspired line up.[3] Several locations in the Midwestern United States were converted from Zantigo, a Minneapolis, Minnesota-based Mexican chain which PepsiCo acquired in 1986.[4] Concepts A co-branded KFC-Taco Bell in Oscoda, Michigan In 1991, Taco Bell opened the first Taco Bell Express in San Francisco. This concept is a reduced-size restaurant with a limited menu (primarily items priced under $1), meant to emphasize volume.[5] Taco Bell Express locations operate primarily inside convenience stores, truck stops, shopping malls, and airports. Taco Bell began co-branding with KFC in 1995, when the first such co-brand opened in Clayton, North Carolina.[6] The chain has since co-branded with Pizza Hut[7] and Long John Silver's as well. In 1997, PepsiCo experimented with a new "fresh grill" concept, opening at least one Border Bell restaurant in Mountain View, California on El Camino Real (SR 82). In addition to a subset of the regular Taco Bell menu, Border Bell offered Mexican-inspired items like those available from Chevys Fresh Mex restaurants (then owned by PepsiCo), such as Chevys signature sweet corn tamalito pudding and a fresh salsa bar.[8] Close to the time that PepsiCo spun off its restaurant business in 1997, the Border Bell in Mountain View was closed and converted to a Taco Bell restaurant, which was still open in 2012. GMO Recall Main article: Starlink corn recall In September 2000, up to $50 million worth of Taco Bell-branded shells were recalled from supermarkets. The shells contained genetically modified corn that was not approved for human consumption. It was the first-ever recall of genetically modified food (GMO). Corn was not segregated at grain elevators and the miller in Texas did not order that type.[9] In 2001 Tricon Global Restaurants, 20% owners of Taco Bell at the time, announced a $60 million settlement with the suppliers. They stated that it would go to Taco Bell franchisees and TGR would not take any of it.[10] Dispute with the Coalition of Immokalee Workers In March 2005, the Coalition of Immokalee Workers (CIW) won a landmark victory in its national boycott of Taco Bell for human rights. Taco Bell agreed to meet all of the coalition's demands to improve wages and working conditions for Florida tomato pickers in its supply chain.[11] After four years of a tenacious and growing boycott, Taco Bell and Yum! Brands agreed to make an agreement called the CIW-Yum agreement with representatives of CIW at Yum! Brands headquarters.[12] The CIW-Yum agreement set several precedents, establishing: The first direct, ongoing payment by a fast-food industry leader to farm workers in its supply chain to address substandard farm-labor wages (nearly doubling the percentage of the final retail price that goes to the workers who pick the produce). The first enforceable Code of Conduct for agricultural suppliers in the fast-food industry (which includes the CIW, a worker-based organization, as part of the investigative body for monitoring worker complaints). Market incentives for agricultural suppliers willing to respect their workers’ human rights, even when those rights are not guaranteed by law; Full transparency for Taco Bell’s tomato purchases in Florida; the agreement commits Taco Bell to buy only from Florida growers who agree to the pass-through and to document and monitor the pass-through, providing complete records of Taco Bell’s Florida tomato purchases and growers’ wage records to the CIW.[13] Advertising Taco Bell's current headquarters in Irvine, California next to the Irvine Spectrum Center. Taco Bell's former headquarters in Irvine, California. Taco Bell’s new store design as of 2013 In March 2001, Taco Bell announced a promotion to coincide with the re-entry of the Mir space station. They towed a large target out into the Pacific Ocean, announcing that if the target was hit by a falling piece of Mir, every person in the United States would be entitled to a free Taco Bell taco. The company bought a sizable insurance policy for this gamble.[14] No piece of the station struck the target. In 2004, a local Taco Bell franchisee bought the naming rights to the Boise State Pavilion in Boise, Idaho and renamed the stadium Taco Bell Arena.[15] Also, in 2004, Mountain Dew offered Taco Bell stores the exclusive right to carry Mountain Dew Baja Blast, a tropical-lime-flavored variety of the popular soft drink chemically formulated to taste good with their food.[16] In 2007, Taco Bell offered the "Steal a Base, Steal a Taco" promotion—if any player from either team stole a base in the 2007 World Series the company would give away free tacos to everyone in the United States in a campaign similar to the Mir promotion, albeit with a much higher likelihood of being realized.[17] After Jacoby Ellsbury of the Boston Red Sox stole a base in Game 2, the company paid out this promotion on October 30, 2007. This promotion was used again in the 2008 World Series, when Jason Bartlett of the Tampa Bay Rays stole a base during Game 1 at Tropicana Field, which was paid out on October 28, 2008.[18] The offer was again valid for the 2012 World Series. Taco Bell sponsors a promotion at home games for both the Portland Trail Blazers and the Cleveland Cavaliers in which everyone in attendance receives a coupon for a free Chalupa if the home team scores 100 points or more.[19][20] In 2009, Taco Bell introduced a music video style commercial entitled, "It's all about the Roosevelts" composed and produced by Danny de Matos at his studio for Amber Music on behalf of DraftFCB Agency. Featuring Varsity Fanclub's Bobby Edner, the rap music style commercial shows a group of friends gathering change as they drive toward Taco Bell. The commercial represents Taco Bell's first foray into movie theater advertising, featuring the ad during the opening previews of Transformers: Revenge of the Fallen and Public Enemies as well as screens in some movie theater lobbies.[21] On July 1, 2009, Taco Bell replaced 20-year sponsor McDonald's as the fast food partner of the NBA. Taco Bell and the NBA agreed on a 4 year deal allowing them to advertise on ABC, TNT and ESPN, and NBA-themed promotions.
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