Home > Encyclopedia of Major Marketing Campaigns > Taco Bell Corporation

• RUN FOR THE BORDER Campaign
• Taco Wars
• Further Reading

17901 Von Karman
Irvine California
92614-6221
USA
tel: (949)863-4500
fax: (949)863-2246
website: http://www.tacobell.com

RUN FOR THE BORDER Campaign

Overview

Taco Bell Corp. limped into the 1980s with poor sales and little customer loyalty despite the company's dominance of the Mexican quick-service market. With a new CEO on board in 1983, Taco Bell launched a turnaround strategy designed to take the entire fast-food industry by storm. No longer content to rule just the Mexican food arena, Taco Bell sought to set itself on equal footing with fast-food powerhouses such as McDonald's Corporation, Burger King Corporation, and...