Marketing Currents - Business and Marketing Current Events

How Taco Bell’s Marketing Engine Embraces Culture and the Customer


The Mexican chain proves how it can take over culinary news in the restaurant industry time and time again.

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Discussion Questions:

  1. What is innovation in the fast-food industry?
  2. Taco Bell’s marketing prioritizes menu innovation and frequent product launches. Why has this strategy been so effective for them?
  3. Can you think of any examples of a recent or upcoming product launch from Taco Bell? How are they promoting the launch?
  4. What is a brand?
  5. How would you describe Taco Bell’s brand? What is their brand identity?
  6. Who do you think might represent Taco Bell’s target consumer?
  7. How does that identity speak to the brand’s target audience?
  8. What is a trademark?
  9. Why did Taco Bell decide to “free” the trademark for “Taco Tuesday”? What message do you think that sent to consumers and competitors?
  10. The brand also has a very loyal customer base. How do you think marketing has helped to build brand loyalty?
  11. How might its rewards program help to build loyalty?
  12. What is digital marketing?
  13. Why is digital marketing important to Taco Bell?
  14. The brand engages its customers frequently through digital channels. What is one example of how they might do this?
  15. Taco Bell’s success in driving digital sales and maintaining customer loyalty has contributed to its significant growth and profitability.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.