Sean

Taco Bell​​

Research

Taco Bell is an American fast food chain of restaurants with over 80% of the restaurants owned by independent franchisees.  There are over 5000 restaurants located throughout America. The menu consists of a variety of Mexican food including traditional tacos, Burritos and Nachos.

Upon visiting the Taco bell website it immediately evoked a feeling of hunger and was extremely inviting to the senses. The images of food were colorful, tasty looking and were the key visual for the website.

The company grew from a small hot dog stand, founded by Mr. Glenn Bell in 1946 to a restaurants chain with over 300 restaurants featuring Mexican cuisine and was eventually taken over by PepsiCo in 1978. As PepsiCo distributes Doritos they feature prominently in the menus on offer at Taco Bell.

In the past Taco Bell have taken a highly creative and sometimes risky approach to advertising campaigns. For example, Taco Bell placed a huge target in the Pacific Ocean to coincide with the re-entry of the Mir Space Station and offered a free Taco Bell taco to every person in the United States if a piece of the space craft fell upon the target. They prioritised advertising and as such allocated a large portion of their budget to these more expensive campaigns.