Taco Bell Regional B2C
Specialty Products, Competitive Pricing and Effective Advertising Generate Double-Digit Growth
Background As health-consciousness was on the rise, quick-service restaurant (QSR) sales across the category were in slow decline, providing limited opportunity for growth. McDonald's, Burger King and Wendy’s (“the big three”) ranked 1st, 2nd and 3rd in awareness, attitudes and usage, sales and market share. Taco Bell ranked a distant 4th, and leadership had aggressive goals for growth.
Soft Taco Supreme Combo
Opportunity Heavy users (males 18-24) account for roughly 60% of all fast food purchases but the majority of their purchases are from the big three. Our market research revealed three alternative customer segments: 1) Heavy users who were more price sensitive; 2) Medium and light QSR users who were interested in healthier food and 3) A segment of medium and light users who were interested in take-home meals.
Hard Shell Taco Variety
Approach We developed and executed integrated regional campaigns (TV & radio, paid display, OOH, POP, sweepstakes, contests and more) promoting 1) Value-priced Combos to price-conscious heavy users; 2) Healthier products (e.g., veggie burrito) to health-conscious medium and light users and 3) Take-home meals to medium users, especially working moms.
Burrito Supreme Combo
Outcome Over three years, our integrated campaigns contributed to increasing same store sales an average of 10-12% YOY.
Agency FCB (Foote, Cone & Belding)