Taco Bell

Glen Bell’s culinary journey began in the 1950s with taco stands like Taco-Tia; influenced by Mexican taco dorados from Mitla Café. He sold those businesses in 1962 to open the first Taco Bell in Downey

Franchising kicked off in 1964, and by the mid‑1960s Taco Bell had expanded into multiple stores including its first franchise in Anaheim by 1967.

In 1978, PepsiCo acquired Taco Bell, later spinning off to form Yum! Brands in 1997.

Achievements & Evolution

• AUV per unit historically around $1.6M; recent reports place some locations earning around $2.1M annually.
• Historic promotions such as Crunchwrap Supreme (2005), Doritos Locos Tacos, and Steal a TBS campaign underscored brand creativity
• Continues nostalgic menu tributes, including anniversary items from different decades.
• Although some vintage mission-style buildings are closing, few remain as nostalgic landmarks.

Specialties & Unique Selling Points

• Bold, innovative products like Crunchwrap Supreme, Doritos Locos Taco, and flavor-limited editions attract social media engagement.
• Aggressive design formats—from large drive-through stores to compact urban Express or Cantina units.
• Focus on culturally resonant marketing, collaborative campaigns, and value messaging (Live Más).
• Solid infrastructure via RSCS levers buying power and consistency across diverse markets.
• Emphasis on menu novelty and portability—food designed for on-the-go consumption and experience.