“We want to go from people buying Taco Bell, to people buying into Taco Bell,” Creed has said.
From the creation of the 2001 brand slogan “Think Outside the Bun” to the recent rollout of breakthrough products like the Doritos Locos Tacos, Taco Bell chief executive Greg Creed has piloted the 52-year-old chain toward a brand renewal. A division of Louisville, Ky.-based Yum! Brands Inc., the nearly 6,000-unit Mexican-cuisine-inspired Taco Bell has set a goal of doubling its current systemwide sales to $14 billion by 2022. Driving that growth will be this year’s ...
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