Irvine-based Taco Bell has entertained fast-food lovers over the years with its catchy slogans – from “The Cure for the Common Meal” to “Yo Quiero Taco Bell” to “Think Outside the Bun.”
Now, the nation’s largest Mexican fast-food chain is changing slogans, once again.
“Think Outside the Bun” is out. “Live Mas” is in.
Live Más, translated “live more,” is part of a new marketing strategy for 2012.
Chain sales were hurt last year after a lawsuit accused the company of not selling “real beef” in its tacos. Though the suit was eventually dropped, Taco Bell has come under pressure to change how customers think of its brand.
Marketing officials say the chain is moving from being a “food as fuel” restaurant to a “food experience” restaurant.
The new slogan underscores that strategy.The chain’s website is peppered with “Live Mas ” messages to encourage fans to take risks – to live more. Messages include:Kick up some dirt.Make some waves. Burn up the night.
The new slogan and commercial (view above) comes as theIrvine-based chain revamps its menu. Among the changes:
- In January, Taco Bell launched a new breakfast menu. Five years in the making, the First Meal breakfast program includes 11 items. (Read more about First Meal here.)
- Taco Bell will also be releasing its Doritos Locos Tacos on March 8. (Note: Want to be one of the first Taco Bell customers in Orange County to try the new nacho-cheese shell taco? Stay tuned to the Fast Food Maven blog for details. Register writer Nancy Luna will host 25 people for a Sneak Eat tasting of the Doritos taco on March 7.)
- Taco Bell’s Cantina Bell menu is being tested now in California and Kentucky. The menu features big rice-stuffed burritos, tacos and bowls made with premium fast-food ingredients such as black beans and corn salsa. Read more about the Cantina Bell menu here.
Taco Bell has gone through many slogans in the past 20 years. Which one is your favorite? Watch some of the videos below:
- Yo Quiero Taco Bell – 1997
- Think Outside the Bun – 2002
- Cross the Border – 1993
- The Cure for the Common Meal – 1986
- Make a Run for the Border – 1989
-Story by Jaryd Lucero/Staff writer The Orange County Register
Tell us: What do you think of this new slogan?
See this post in its original form, and read more on Fast Food Maven.
Certainly! I have a deep understanding of marketing strategies, branding, and the fast-food industry. Taco Bell's evolution in marketing is a fascinating case study, especially its shift from slogans like "Think Outside the Bun" to the introduction of "Live Más."
The change in Taco Bell's slogans reflects the brand's transformation from being merely a place to grab a quick meal to positioning itself as an experience-oriented establishment. This shift aligns with the company's response to challenges, such as the lawsuit regarding the ingredients in their products, which prompted them to alter consumer perceptions about their offerings.
"Live Más" captures the essence of this transformation by encouraging consumers to embrace a lifestyle beyond the ordinary, emphasizing experience and adventure. This new marketing strategy aims to create an emotional connection with customers, turning Taco Bell into not just a place for food but an integral part of a lifestyle choice.
Taco Bell's marketing initiatives, including the launch of the First Meal breakfast program, the introduction of Doritos Locos Tacos, and the testing of the Cantina Bell menu, showcase the company's adaptability and innovation within the fast-food industry. The breakfast program's development over five years highlights the meticulous planning and market research involved in diversifying their menu offerings.
Moreover, the collaboration with Doritos for the taco shells and the incorporation of premium ingredients in the Cantina Bell menu demonstrate Taco Bell's efforts to cater to evolving consumer tastes and preferences.
The various slogans used by Taco Bell over the years, from "Yo Quiero Taco Bell" to "Think Outside the Bun," serve as indicators of the brand's evolution and adaptability to changing consumer sentiments. Each slogan represents a different phase in the company's marketing approach, resonating with customers in distinct ways.
This marketing evolution isn't just about catchy phrases; it's about how Taco Bell has responded to challenges, adjusted its brand image, and continuously innovated to stay relevant in a highly competitive industry.
Feel free to ask if you'd like more details about any specific aspect of Taco Bell's marketing strategies or the fast-food industry!
