Taco Bell - IMC 305

TACO BELLMegerian, Kane, Smith, Singer, Butler, Zhu

a.k.a Tacos in Motion

I. SituationII. StrategyIII. Brand ExtensionIV. Execution

AGENDA

We’re extending Taco Bell’s dominance of the late-night food scene by launching the Taco Bell Taco Truck.

A mobile destination for the food people crave late at night, brought to the hotspots where they already are.

The Truck doesn’t just serve Taco Bell on the go. This food is spicier, cheesier, meatier, greasier. All the glory of Taco Bell, amped up for the late night scene.

SUMMARY

COMPETITION

Taco Bell is the number one Mexican fast-food chain with 5,800 stores, 250 of which are international

Chipotle is the top in-category competitor

Late night competition comes from fast food (McDonalds, BK), Diners (Denny’s, IHOP), and convenience stores (7-11)

OPPORTUNITY

No US growth for Yum! brands; current growth is coming from overseas expansion (especially China)

Taco Bell is responsible for 60% of Yum! domestic pro!t; but is recovering from this year’s damaging beef lawsuit

We have the opportunity to kickstart domestic growth for Yum! and re-establish brand love after the beef incident

STRATEGY

Social butter!ies and bar a"cionados. College students and young professionals.

Their goal: having as much fun as they can

Disregard for physical well-being / apathy towards liver health

Will undoubtedly make decisions to be regretted in the morning, including but not limited to satisfying that craving for greasy, fatty, cheesy, spicy food at 2am

TARGET

Late-night cravings are an inevitable part of a night on the town

But late-night food options are often few, far between, and far away

Hence, the epic question: leave the fun and end the night to get the food you crave, or go hungry to ensure you don’t miss out?

THE PROBLEM

Food shouldn’t end the party, it should keep it going.

Young socialites can appreciate the feeling of being torn between partying and refueling.

It’s accepted that as the journey for food begins, the partying is over.

Taco Bell Can Change the Game

Bring the satisfaction right outside the action.

Become part of the night, not the end of it.

So you can have your burrito and eat it too.

BRAND EXTENSION

For 18-24 year old males.

Quick-service restaurant that serves up spicy and unique foods, something better than the typical greasy burger. Taco Bell is the place to satisfy cravings .

PARENT BRAND POSITION

To people who know the bouncer better than the TA, the Taco Bell Truck is the late night food option that keeps the party going. It comes to you, so you don’t have to miss out to satisfy your cravings.

EXTENSION POSITION

INITIAL CREATIVE

CREATIVE OBJECTIVE:

Create hype and awareness around the Taco Bell Truck. Potential customers should anticipate the truck’s arrival, seek its location, and share their excitement with like-minded friends

OOH: TRANS-LIGHT BAR WINDOW

OOH: TRANS-LIGHT BAR WINDOW

MEDIA

Q: How can we make sure the Truck is at the hottest night spots?

A: Deep Foursquare integration "nds the most active bars in the area

Make it easy to check in with Foursquare + Taco Bell stickers at venues. Scanning a code will check you in with Foursquare with a ‘shoutout’ for the Taco Bell Truck

Q: How can we spread the word about Taco Bell Truck experiences?

A: Make the Truck itself an auto-updating location via GPS

Leverage Foursquare’s ‘Moving Target’ feature to make the Truck a destination.

User gets an exclusive badge for checking in at the Truck, and each checkin broadcasts the location of the Truck socially and organically

Drop hints / build excitement for deployment

Broadcast the location of the truck

Distribute content "lmed / created around the truck

SOCIAL

Placements in bars (trans-light window, foursquare sticker / beer mat)

Print in young-skewing local pubs (Metromix, Urbandaddy)

Pre-launch homepage takeover on high-traf"c site (Hulu, network site etc)

OTHER

¡Gracias!