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 is an American chain of fast-food restaurants based in Irvine, California. A subsidiary of Yum! Brands, Inc., it

specializes inMexican-style food. Taco Bell serves tacos, burritos, quesadillas, nachos, other specialty items, and a variety

of "Value Menu" items. Taco Bell serves more than 2 billion consumers each year in more than 5,800 restaurants in the

U.S., more than 80 percent of which are owned and operated by independent franchisees.

Contents

[hide]

ÿ History

ë Controversies

Y Menu

- Advertising

 Outside the United States

O See also

D Notes

 External links

istory
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Taco Bell was founded by 25-year-old former-Marine Glen Bell, who opened his first restaurant, Bell's Drive-in, in San

Bernardino, California. 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. Kermit

Becky, a former Los Angeles police officer, bought the first Taco Bell franchise from Glen Bell in 1964 and located it

in Torrance. The company grew rapidly, and by 1967, the 100th restaurant opened at 400 South Brookhurst in Anaheim. In

1978, PepsiCo purchased Taco Bell from Glen Bell.[2]





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. [3] Taco Bell Express locations operate primarily

inside convenience stores, truck stops, shopping malls, and airports.

Controversies
 
 




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.[4]

After four years of a tenacious and growing boycott, Taco Bell and Yum! Brands agreed to make an agreement called

the CIW-Yum agreementwith representatives of CIW at Yum! Brands headquarters.[5] The CIW-Yum agreement set several

precedents, establishing:

â 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).

â 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).

â Market incentives for agricultural suppliers willing to respect their workers¶ human rights, even when those rights are not

guaranteed by law;

â 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.[6]
Menu

Two basic "crunchy" corn shell beef Taco Bell tacos




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).[7] In addition to a subset of the regular Taco Bell menu, Border Bell offered

Mexican-inspired items like those available fromChevys Fresh Mex restaurants (then owned by PepsiCo), such as Chevys

signature sweet corn tamalito pudding and a fresh salsa bar.

]


 

As of April 2007, Taco Bell had switched to zero trans fat frying oil in all of its US single-branded locations.[8]


 







Taco Bell revealed in June 2009 that it will be adding to its main menu the Volcano Double Beef Burrito and the Volcano

Taco, a former limited-time item.[9]

 

 


It was reported in October 2009 that the chain has been testing smoothies, mini-snacks, and other items. Ajuice bar has

been installed in some restaurants along with a display containing cupcakes and other snacks.[10]

Advertising

Taco Bell's headquarters in Irvine, California

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.[11] 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, Idahoand renamed the

stadium Taco Bell Arena.[12]

In 2007, Taco Bell offered the "Steal a Base, Steal a Taco" promotion²if 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. [13] 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.[14]

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. [15][16]

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.[17]

On July 1, 2009, Taco Bell has 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 onABC, TNT and ESPN, and NBA-themed promotions. [18]

Infomercial salesman Billy Mays signed a deal in June 2009 to shoot infomercial-style commercials for the chain, with filming

to begin in August.[19] is unexpected death from a heart attack on June 28, 2009 canceled those plans.

On July 21, 2009, Gidget, the Chihuahua featured in Taco Bell ads in the late 1990s, was euthanized after suffering a

stroke. [20] She was 15 years old.

2009 commercials for the "Frutista Freeze" frozen drink feature Snowball, an Eleonora Cockatoo noted for his ability to

dance to human music.[21]

In an effort to promote their $2 Meal Deals, Taco Bell started a Facebook group in June 2010 to collect signatures on a

petition that appeals to the Federal Reserve to produce more two-dollar bills.[22]

Outside the United States

{  

Taco Bell first opened in Australia in September 1981, but Taco Bell was ordered to change its name after the owner of a

local restaurant successfully sued Taco Bell for misleading conduct.[23] The local restaurant was called "Taco Bell's Casa"

and had been operating in Australia since the 1970s. The owner successfully argued that Sydneysiders would confuse the

takeaway chain with his restaurant, and this would damage his reputation. Taco Bell later opened in 1997 in Australia with a

store in the cinema district on George St in Sydney and later in 2002 within a few KFC stores in the state of New South

Wales, but by 2005, the Taco Bell brand was pulled out of the country.

 
Taco Bell in Cyprus

A Taco Bell opened in Cyprus in December 2009 in Limassol at the MyMall. Further restaurants are planned to be opened

within the next 18 months (probably also in Cyprus' capital Nicosia). [24]

 


Taco Bell Grande's Logo

In 2003, Yum! Brands introduced the Taco Bell brand into People's Republic of China. The Chinese Taco Bell restaurants

were not fast-food restaurants like other Taco Bells. Instead, they were full-service restaurants called 


that

are more analogous to a Mexican grill in the United States. In addition to the usual taco and burritos, Taco Bell Grande also

served other Mexican cuisine likealbóndigas (meatball soup), tomatillo grilled chicken, fajitas, and alcoholic drinks such

as Margaritas. The chain had operated three restaurants in China, two in Shenzhen and one in Shanghai. owever, the

Shanghai location closed at the end of January 2008.[25] One location in Shenzhen closed on February 20, 2008; the second

location followed shortly after, closing on March 5, 2008.[26]






Greece's first Taco Bell opened in Athens upon the grand opening of the newly constructed Athens Metro Mall on November

30, 2010.[27][28]





Taco Bell in Iceland is operated as a part of the KFC establishment in afnarfjörður, suburb of Reykjavík. It was established

in late 2006, after the departure of the U.S. Navy from Naval Air Station Keflavik. A second location opened in the

Ártúnshöfði part of Reykjavik in November 2008.[29]


 

India's first Taco Bell outlet is in Mantri square mall, Bangalore.[30] A new outlet on the 80 feet road - 100 feet road junction of

Koramangala has been opened.

R


Taco Bell has attempted to enter the Mexican market twice. After a highly-publicised launch in Mexico City in 1992, all the

restaurants were closed two years later. In September 2007, Taco Bell returned to Monterrey, this time promoting itself as

selling American food, but closed in January 2010 due to low patronage.[31][32][33]

 



Taco Bell opened its first Philippine branch on October 30, 2004 at the Gateway Mall in Cubao, Quezon City. They now

have one on the Ground Floor and one on the 4th floor in the food court at the Gateway Mall. They have also added another

branch at the TriNoma mall in Quezon City.[34]




The first Polish Taco Bell store was opened in 1993. Following an aggressive campaign of expansion, Taco Bell's efforts

soon withered, and the chain withdrew from Poland shortly thereafter.


 


Taco Bell in Singapore existed for a number of years, mostly as combination stores with KFC such as the one that operated

at the Funan Digital Life Mall, but in 2008, Taco Bell completely pulled out of Singapore. [35]

 


The first Taco Bell in Spain was opened at Naval Station Rota in 2004 and is available only to those authorized to access

the naval base. [36] The first Taco Bell for the general public was opened in the Islazul Shopping Mall, Madrid, in December

2008.[37] Yum! Brands announced that it would open additional restaurants in Spain in early 2009 as part of a test trial for the

European market.[38][39] A second location has now opened at the Vaguada Shopping Mall, Madrid (03/2010).


{  


A Taco Bell opened in the United Arab Emirates in November 2008 in Dubai at the Dubai Mall.[40]


!


The United Kingdom was the first European country with a Taco Bell, although it remains extremely difficult for UK

inhabitants to patronise a store. In 1986, a location was opened in London on Coventry Street (between Leicester

Square and Piccadilly Circus) followed by a second location in Earls Court near the Earl's Court tube station. One other

store opened inUxbridge but all closed in the mid 1990s.[41] In 1994, the university food provider Compass announced plans

to open stores in its university and college sites. owever, only one store was opened in Birmingham University, no other

stores were opened, and the Birmingham site is now closed.[42][43] There is at least one Taco Bell site in the UK in operation

at theStrategic Air Command and United States Air Force bases at RAF Mildenhall and RAF Lakenheath, but,

commensurate with existing security controls, access is restricted to relevant service personnel. [44]

Yum! Brands announced that it is considering reopening Taco Bell locations in the United Kingdom as part of a large

planned expansion into Europe, with trial outlets opening first in Spain in early 2009. Yum! is taking advantage of the recent

recession which led to increasing sales at other fast food outlets; it also said that there is now a greater awareness of
Mexican food in the UK and that it can be successful with improved menu offerings and marketing.[38][39] The first new store

opened at the Lakeside Shopping Centre on June 28, 2010. [45] Taco Bell opened a second store in Basildon on November

29, 2010. More stores are planned to open in 2011.



]


The Dominican Republic, Puerto Rico, Costa Rica, Canada, and Spain are the only countries where Taco Bell offers French

fries, which appears in 2 varieties: Fiesta Fries (Topped Fries in Spain) (like Nachos Supreme, changing nachos for fries)

and regular French fries.



 
"
3



1996



In the morning, an ad appeared in c e New York c
mes with a headline that read: "Taco Bell Buys the
Liberty Bell." The ad copy explained that Taco Bell was "pleased to announce that we have agreed to purchase the
Liberty Bell, one of our country's most historic treasures. It will now be called the 'Taco Liberty Bell' and will still be
accessible to the American public for viewing. While some may find this controversial, we hope our move will prompt
other corporations to take similar action to do their part to reduce the country's debt." It sounded logical, if distasteful.
In another press release, Taco Bell helpfully explained that people had been "adopting" highways for years and that
purchasing a national treasure was just a way of furthering that idea.

 # 


$

Thousands of people called in their complaints to the home of the Liberty Bell, the National
istoric Park in Philadelphia, but by noon, Taco Bell admitted what many people suspected, since the day was, after
all, April 1. The Taco Bell ad was an April Fool's joke, and the media and public ate it up (no pun intended). More than
650 print media outlets and 400 broadcast outlets covered the prank, reaching more than 70 million Americans,
according to Taco Bell's marketing department. The company's revenue increased by $500,000 that day, and by
$600,000 more the following day, compared to the previous week's sales. Even then-White ouse spokesperson
Mike McCurry, when asked about the Taco Liberty Bell, got inspired to reveal that the Lincoln Memorial had been
sold and would from now on be known as the Ford Lincoln Mercury Memorial.







It can pay to have a sense of humor about your business.