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Article: Taco Bell's New Product Aims to Draw More Upscale Customers.
- Article from:
- Knight Ridder/Tribune Business News
- Article date:
- June 19, 2002
CopyrightCOPYRIGHT 2002 Knight-Ridder/Tribune Business News. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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By Tiffany Montgomery, The Orange County Register, Calif. Knight Ridder/Tribune Business News
Jun. 19--IRVINE, Calif.--The newest Taco Bell team believes it has hit on a winning strategy to turn around the struggling Mexican-food chain, and it's all about "and."
"And" is in. "Or" is out.
The Irvine-based chain is now marketing to die-hard Taco Bell eaters, the young men who load up on 69-cent burritos and tacos, and to older diners with more sophisticated palettes who want more than cheap eats. The strategy is borrowed from Wendy's International Inc., where Taco Bell President Emil Brolick spent 12 years before joining Irvine-based Taco Bell ...