Taco Bell Think outside the bun

Taco Bell was in its third consecutive year of decliningtraffic counts when it realized it had lost sight of its customer—"I’ve changed, you haven’t" was one customer’slament. Management sought to reposition the brand from a quirky, Mexican fast food joint to a mainstream fast food restaurant that provided a bolder experience than the burger places. America learned to think outside the bun and traffic, average check and YUM! Brands’ profits have shown consistent growth. Sieck led customerinsight, strategy and execution.

 

Brand idea:
If you're thinking about a burger, choose something more exciting.