Best Global Green Brands 2014

chew on this

Taco Bell Swings for the Fences with Beefy Nacho Burrito

Posted by Dale Buss on May 24, 2012 10:57 AM

Just when you thought there was not another possible way for Taco Bell to combine cheese, ground beef, beans and corn chips, the renascent chain has introduced the Beefy Nacho Burrito. Not only that, but they're doing it for 99 cents — and with a marketing tie-in with Major League Baseball.

Taco Bell is now rolling out its latest menu item nationwide, featuring "seasoned beef, warm nacho cheese, cool sour cream and [new] queso strips, all wrapped in a warm flour tortilla." For those of you who have lost count over the years of the many different ways in which Taco Bell can combine such basic ingredients, the innovation here, the company said in a release, is that the company "has found a way to put nachos into a burrito."

Don't doubt that The Bell will be able to whip the Beefy Nacho Burrito into another winner. These days, the Yum! Brands chain has been turning things around after a rough 2011. Doritos Locos Tacos, relying on the Frito-Lay chip brand that is popular with Taco Bell's Millennial-generation target audience, helped the chain report a big gain in first-quarter sales.

Taco Bell CEO Greg Creed said this week that Taco Bell has sold more than 100 million Doritos Locos Tacos in just a little over 10 weeks and that the new products should propel strong second-quarter same-store sales increases. "We've rebounded about as well as we could" from last year's problems with a consumer lawsuit, he told investors.

Creed laid out several pursuit lines for Taco Bell now including an expansion of the Doritos Locos Tacos brand franchise, eventual rollout of its Cantina Bell fresh-Mex-style menu, the FirstMeal breakfast platform the chain is developing, and a new "Happier Hour" day part for snacking. Frito-Lay has more than 100 flavors of Doritos around the world, by the way, so the possibilities for Locos Tacos seem endless.

In the meantime, Taco Bell is putting some marketing muscle into the Beefy Nacho Burrito launch. It'll be available in a $3.99 combo with two Crunchy Tacos and a large drink as well as in a $5 Big Buck Hitter Box that includes other items.

The Big Buck Hitter Box also gives customers the chance to play an exclusive Home Run Derby baseball game bulit from PlayStation's popular MLB The Show 2012. Taco Bell will offer the game free on an app for iPhone and Android. When customers buy and scan the $5 Big Buck Hitter Box using the app, voila! -- they'll be able to play the game as Adrian Gonzalez of the Red Sox (though the slugger is only batting a middling .271 at this point of the 2012 season, and with only a measly three home runs).

Taco Bell hopes that Beefy Nacho Burrito performs better than Gonzalez is at the moment.

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
MetaluxuryMeta-Luxury
Brands and the pursuit of excellence

Advertisements