Reaching out to Hispanic consumersReaching out to Hispanic consumers

By Mark Brandau


When Taco Bell last month adopted its first new slogan in 12 years, “Live Más,” the quick-service Mexican brand was looking to make the tagline as much about who their customers are these days as it is about how they eat.


“Even though it’s a tagline, ‘Live Más’ is much more for us — it’s about an experience and a way to live life,” said chief executive Greg Creed. “So far it’s really resonating with our customers.”


The half-Spanish slogan — “más” means “more” — is likely to appeal to the U.S. Hispanic market and reflects one of several efforts restaurant chains are making to tap into that growing demographic.


U.S. Census figures show that Hispanics have led the way in the nation’s population growth since 2000. Between 200...