Our conclusion
Is the concept of Taco Bell typically American or not?!
After investigating the concept of Taco Bell, it can be said that Taco Bell’s brand positioning is as follows: “When you want to step up to the freshest ideas in fast food, make the bold choice for Taco Bell.” The idea behind Taco Bell is good service and great food. Those are the most important factors that make the company successful.
Offering fresh food is not a typically American idea, and therefore we think that the concept behind Taco Bell is not typically American either. As concluded from the interview with the manager of Taco Bell, the Mexican culture influences the concept a lot, which also makes the concept less typically American as well.
On the other hand, Taco Bell was the first restaurant that introduced the ‘free refill’ and that is really typically American. This aspect of service is not to be found anywhere else in the world.
Would Taco Bell be as successful in Holland, as it is in the USA?
After 3 weeks of researching Taco Bell's concept, we were glad to find out that, we think, Taco Bell would indeed be successful in our country as well. We compared the results of our interviews with both the manager and customers to our own experience of the fast food chain. We're happy to say that most of the Dutch summer course's students who have been to Taco Bell liked the style of food.
The key to Taco Bell's success, according to our American interviewees, is mostly the good quality of the food and the great level of service in the restaurants: something which we find very important in our country as well. Normally people would say that Holland is too small for another competitor in the fast food industry, but Taco Bell is so much more than that: Taco Bell is much less to be considered 'typically fast food' when it comes to healthy and fresh. Taco Bell gives a much bigger variety in products when compared to let's say McDonalds or Burger King.
If Taco Bell would be introduced in the Netherlands, we definitely think that it could be a success although it might take some time for its concept to bloom, which is normal of course. The Mexican style of food items would be a great innovation in our current selection of fast food products, so if Taco Bell would get the opportunity to emerge in Holland just as in the States, the future would look bright for the company. So: think outside the bun! Think Taco Bell!
xoxo Gossip Girl
zondag 17 augustus 2008
woensdag 6 augustus 2008
Customer interview results
Hi folks!
Today we went to Taco Bell to interview some of its customers. The four of us all had an interview with two customers each. The results are as follows:
Interviewees:
1) History student, 18 / English student, female, 18
2) Tourism student, male, 19
3) Cleaning lady at ASU, 45
4) Student at ASU, male, 22
5) Mexican woman, 30 years old (doesn’t speak English very well)
6) American man, 26 years old
7) American Student at ASU, male, 25
8) American Student at ASU, male, 22
1) What do you remember of the first time you visited TB? Could you tell us about your experience?
1) I cannot remember the first time that I’ve visited TB, though I enjoy the nice atmosphere and good food.
2) The first time that I’ve visited TB was at Aruba, when I was 12 years old. I liked the Mexican atmosphere, such as colors and music which were appealing to me. Furthermore, I had my first encounter with the free re-fill, which I thought was cool
3) It was probably 10 years ago. I remember that I liked the food immediately so I’ve been going to Taco Bell ever since.
4) My first time at Taco Bell was during lunch with some friends while I was in high school. I immediately liked the food. Nowadays I eat at Taco Bell like 2 times a week.
5) I have been a customer for many years now. My first experience was good. Good service as well.
6) First time…that was a long time ago. But I like coming here, they have decent food.
7) I can’t remember the first time that I visited TB. I’m visiting TB for 8 years now and I’m still coming back. I’m very satisfied.
8) I don’t remember the first time that I visited TB. I come here a lot.
2) What do you think about price/quality?
1) Pretty good
2) Pretty good
3) The price is fine, not expensive and the food is very nice because it’s fresh.
4) The price is great if you look at what you get. You’d expect way less quality for the price you pay. Usually, at other FF restaurants, that is indeed the case, but not at Taco Bell. It’s a better quality for a lower price.
5) I think it is very good. TB is cheaper than other fast-food restaurants and they have very good quality.
6) Good, it is cheaper than other fast food restaurants and the quality is good. I work in a Mexican restaurant as well. For a taco you pay 5 dollars. I like coming to TB because it is fast and easy. I have a 1 our break and it is too short to go home, so I come here.
7) At TB you get good value for your money. The food is good and the prices are low.
8) I think the price/quality is very good at TB. Compared to other FF restaurants you get a lot more value for your money.
3) How do you think TB distinguishes itself from the overload of FF restaurants?
1) Commercials, Chihuahua. The food is seems healthier
2) The food is fresher and healthier. I think it’s the Mexican style, though I think that the menu has been Americanized
3) Taco Bell offers good food for everybody. I personally like the food better than let’s say a McDonalds. I never eat over there because I don’t like it, but I do like Taco Bell so I have my lunch here everyday. It’s easy food to eat & go.
4) It offers alternative types of food items compared to let’s say McDonalds or Burger King. Taco Bell offers specific characteristics; it’s different from other typically American fast food restaurants.
5) The service at TB is much faster.
6) They have good advertisement. They try to distinguish themselves with ‘think outside the bun’. They are telling people that they have something else than burgers and fries. Sometimes I go to Del Taco but only for their hamburger.
7) TB has better Mexican food than other FF restaurants. And the menu does not change a lot. I visit other FF restaurants as well, but mostly TB
8) There are so many FF restaurants that offer the burgers and fries. In my opinion TB has little competition as they offer something completely different.
4) In what way do you think commercials affect your opinion of TB?
1) –
2) I can still remember a commercial of a couple years ago with a Chihuahua, even though commercials do not really influence my opinion
3) I don’t think commercials affect my opinion anymore. I just eat here because it’s become a habit for me so commercials don’t influence that anymore.
4) Commercials are important. Whenever there’s a new food item available I get to know through commercials on TV or other types of advertisement. The commercials give an incentive to come and try out the new types of food.
5) It is good promotion but it didn’t change my opinion.
6)People see their prices and new products. They see that it is good and cheaper.
7) The commercials do not affect me that much. I’ll come here anyways.
8) They do not affect me that much. I like the commercials and think that they are funny, but I would go to TB anyways.
5) What does TB offer you, besides the food, which appeals to you as a customer?
1) TB offers good level of service, healthy food
2) The employees are nice and smiling
3) Taco Bell offers good service, the employees are clean (they have clean fingernails etc) and always nice toward their customers. Furthermore I like the Mexican style of Taco Bell’s restaurants.
4) A good ambience at its restaurants.
5) Nothing
6) The speed of the service and the quality
7) TB offers me quick and good service, nice atmosphere.
8) The price appeals to me. I think it is very cheap. The atmosphere in the recently renovated TB restaurants appeals to me as well.
6) Do you identify yourself with the concept? How do you experience the concept, in 3 words?
1) Yo quiero TB
2) -
3) Taco Bell’s OK!
4) Taco Bell in 3 words? Clean, well done, specific.
5) -
6) Cheap, delicious and easy.
7) The three words are: quick, inexpensive, good Mexican food.
8) The three words are: cheap, great tasting, convenient
7) In what way do you think that the Mexican background/culture is playing a role? Is this part of one of the success factors of TB?
1) The menu has been Americanized. I do not believe that the Mexican culture has been a success factor for TB. The fact that the ‘Mexican’ food has been Americanized is probably one of the success factors.
2) Not in particular
3) It’s playing quite a big role. It makes the restaurants much more appealing to potential customers. I also think that Taco Bell puts more effort in the food items they sell, just like Africans do with their food.
4) Mexican food is known to be good; especially in this area. Taco Bell uses that to attract customers.
5) TB has many Mexican customers, but there are also a lot of American customers.
6) Well the style is Mexican, but I they ‘Americanised’ it a lot. The food is not the same as in Mexico.
7) The culture helps out a lot. In my opinion, TB is the only Mexican FF restaurant that is this successful.
8) I know that TB doesn’t serve authentic Mexican food, but especially in this part of the country, everything that looks Mexican, is really popular.
8) Could you describe the importance of the service TB has to offer towards its customers?
1) Pretty good service level, fast,
2) Pretty good, service is really important for the first impression
3) The service is very important, and it’s also something they’re good at. Taco Bell’s employees are always nice, clean and always smiling. They’re happy to work for Taco Bell.
4) The service is ok. You receive your food fast and the employees are friendly though it’s mostly just functional if you talk to them.
5) The service is very important. They are always friendly and smiling. If they wouldn’t be friendly I wouldn’t come any more.
6) Yes, if they have bad service I would go somewhere else.
7) The service is pretty important. When the service would have been bad, I would not have come back here.
8) The service is really important. When I had to choose between two TB’s and one of them is further away, but has better service, I would drive there.
9) Do you think TB innovates according to changing lifestyles?
1) -
2) Introducing healthy food, ‘limited edition’ menu keeps customers interested
3) Everything is ok as it is. It pretty much stays the same.
4) Yes definitely. Taco Bell is constantly offering new products.
5) -
6) Yes, they make combinations for all people. Now they have this fresco style. For people who do want to eat fast food, but not too many calories.
7) Yes, TB is adjusting to people
8) I think they do. They offer new items regularly, this keeps the menu interesting.
10) Why did you decide to eat at TB today?
1) Sick of pizza and fries
2) I passed the TB and smelled the Mexican food and was dying to crap a taco
3) It’s a habit for me to have lunch at TB. Because I work here at ASU I’m not allowed to leave the campus ground during my lunch break so that’s why I’m eating here right now.
4) *laughing at his friend next to him* Though I eat here 2 times a week, it was a friend’s suggest to come and eat here today.
5) I like TB and I’m just having lunch. It is close by and it’s fast. I don’t have much time.
6) I only have one hour, and it is close to class.
7) I come here often (2 – 3 times a week) and because I don’t like BurgerKing
8) It is close to where I am. I’m visiting TB 2 – 3 times a week, during the semester.
11) What do you think about the service level?
1) -
2) -
3) It’s all OK!
4) The service is fast, but not as fast as in other FF restaurants. I actually don’t mind that much because despite the fact that I have to wait a bit longer, the quality of the food I get in return is always good. So as long as the quality of the food is better, I don’t mind waiting a bit longer.
5) I think the service is excellent.
6) I would give TB a B plus.
7) The service level is very high at TB. Way better than in other FF restaurants.
8) In my opinion, the service level is pretty good. But it totally depend on the location and the staff.
12) What do you think about the location?
1) TB is all over the place, very convenient location
2) Nearby locations, no need to travel big distance in order to get to a TB
3) Perfect location. Taco Bell is to be found everywhere.
4) Taco Bell is everywhere. If you feel like grabbing a Taco, there’s always a Taco Bell restaurant nearby. It’s easy to find.
5) They choose a good location. It is close to home and close to work.
6) It is close and easy to get to. Come to think of it, their might even be to many Taco Bell’s.
7) The locations of TB restaurants are pretty good. There’s one nearby all the time
8) The location is fine. There’s a TB close by, all the time.
13) Do you think TB could change something in order to boost success?
1) Offering healthier and different menu than other FF restaurants such as MAC and BK
2) Do more on healthy food promotions
3) No. The food is great, not too heavy. It’s all ok, it’s perfect as it is!
4) No, not really. Taco Bell already has a better distinction from other fast food restaurants because of the alternative type of food. The only thing they could improve is the waiting time, but again, I don’t mind waiting a bit longer for this quality of food.
5) No, I like it the way it is.
6) Yes, what they do already. They add new menu items. They could change their advertisement. They are open till late and located near schools and everything. If they change their advertisement, they could also attract older people.
7) In my opinion TB is good as it is.
8) I think they should promote the healthy food more. Now, people would go to Subway and other places in order to eat healthy.
xoxo
Gossip Girl
Today we went to Taco Bell to interview some of its customers. The four of us all had an interview with two customers each. The results are as follows:
Interviewees:
1) History student, 18 / English student, female, 18
2) Tourism student, male, 19
3) Cleaning lady at ASU, 45
4) Student at ASU, male, 22
5) Mexican woman, 30 years old (doesn’t speak English very well)
6) American man, 26 years old
7) American Student at ASU, male, 25
8) American Student at ASU, male, 22
1) What do you remember of the first time you visited TB? Could you tell us about your experience?
1) I cannot remember the first time that I’ve visited TB, though I enjoy the nice atmosphere and good food.
2) The first time that I’ve visited TB was at Aruba, when I was 12 years old. I liked the Mexican atmosphere, such as colors and music which were appealing to me. Furthermore, I had my first encounter with the free re-fill, which I thought was cool
3) It was probably 10 years ago. I remember that I liked the food immediately so I’ve been going to Taco Bell ever since.
4) My first time at Taco Bell was during lunch with some friends while I was in high school. I immediately liked the food. Nowadays I eat at Taco Bell like 2 times a week.
5) I have been a customer for many years now. My first experience was good. Good service as well.
6) First time…that was a long time ago. But I like coming here, they have decent food.
7) I can’t remember the first time that I visited TB. I’m visiting TB for 8 years now and I’m still coming back. I’m very satisfied.
8) I don’t remember the first time that I visited TB. I come here a lot.
2) What do you think about price/quality?
1) Pretty good
2) Pretty good
3) The price is fine, not expensive and the food is very nice because it’s fresh.
4) The price is great if you look at what you get. You’d expect way less quality for the price you pay. Usually, at other FF restaurants, that is indeed the case, but not at Taco Bell. It’s a better quality for a lower price.
5) I think it is very good. TB is cheaper than other fast-food restaurants and they have very good quality.
6) Good, it is cheaper than other fast food restaurants and the quality is good. I work in a Mexican restaurant as well. For a taco you pay 5 dollars. I like coming to TB because it is fast and easy. I have a 1 our break and it is too short to go home, so I come here.
7) At TB you get good value for your money. The food is good and the prices are low.
8) I think the price/quality is very good at TB. Compared to other FF restaurants you get a lot more value for your money.
3) How do you think TB distinguishes itself from the overload of FF restaurants?
1) Commercials, Chihuahua. The food is seems healthier
2) The food is fresher and healthier. I think it’s the Mexican style, though I think that the menu has been Americanized
3) Taco Bell offers good food for everybody. I personally like the food better than let’s say a McDonalds. I never eat over there because I don’t like it, but I do like Taco Bell so I have my lunch here everyday. It’s easy food to eat & go.
4) It offers alternative types of food items compared to let’s say McDonalds or Burger King. Taco Bell offers specific characteristics; it’s different from other typically American fast food restaurants.
5) The service at TB is much faster.
6) They have good advertisement. They try to distinguish themselves with ‘think outside the bun’. They are telling people that they have something else than burgers and fries. Sometimes I go to Del Taco but only for their hamburger.
7) TB has better Mexican food than other FF restaurants. And the menu does not change a lot. I visit other FF restaurants as well, but mostly TB
8) There are so many FF restaurants that offer the burgers and fries. In my opinion TB has little competition as they offer something completely different.
4) In what way do you think commercials affect your opinion of TB?
1) –
2) I can still remember a commercial of a couple years ago with a Chihuahua, even though commercials do not really influence my opinion
3) I don’t think commercials affect my opinion anymore. I just eat here because it’s become a habit for me so commercials don’t influence that anymore.
4) Commercials are important. Whenever there’s a new food item available I get to know through commercials on TV or other types of advertisement. The commercials give an incentive to come and try out the new types of food.
5) It is good promotion but it didn’t change my opinion.
6)People see their prices and new products. They see that it is good and cheaper.
7) The commercials do not affect me that much. I’ll come here anyways.
8) They do not affect me that much. I like the commercials and think that they are funny, but I would go to TB anyways.
5) What does TB offer you, besides the food, which appeals to you as a customer?
1) TB offers good level of service, healthy food
2) The employees are nice and smiling
3) Taco Bell offers good service, the employees are clean (they have clean fingernails etc) and always nice toward their customers. Furthermore I like the Mexican style of Taco Bell’s restaurants.
4) A good ambience at its restaurants.
5) Nothing
6) The speed of the service and the quality
7) TB offers me quick and good service, nice atmosphere.
8) The price appeals to me. I think it is very cheap. The atmosphere in the recently renovated TB restaurants appeals to me as well.
6) Do you identify yourself with the concept? How do you experience the concept, in 3 words?
1) Yo quiero TB
2) -
3) Taco Bell’s OK!
4) Taco Bell in 3 words? Clean, well done, specific.
5) -
6) Cheap, delicious and easy.
7) The three words are: quick, inexpensive, good Mexican food.
8) The three words are: cheap, great tasting, convenient
7) In what way do you think that the Mexican background/culture is playing a role? Is this part of one of the success factors of TB?
1) The menu has been Americanized. I do not believe that the Mexican culture has been a success factor for TB. The fact that the ‘Mexican’ food has been Americanized is probably one of the success factors.
2) Not in particular
3) It’s playing quite a big role. It makes the restaurants much more appealing to potential customers. I also think that Taco Bell puts more effort in the food items they sell, just like Africans do with their food.
4) Mexican food is known to be good; especially in this area. Taco Bell uses that to attract customers.
5) TB has many Mexican customers, but there are also a lot of American customers.
6) Well the style is Mexican, but I they ‘Americanised’ it a lot. The food is not the same as in Mexico.
7) The culture helps out a lot. In my opinion, TB is the only Mexican FF restaurant that is this successful.
8) I know that TB doesn’t serve authentic Mexican food, but especially in this part of the country, everything that looks Mexican, is really popular.
8) Could you describe the importance of the service TB has to offer towards its customers?
1) Pretty good service level, fast,
2) Pretty good, service is really important for the first impression
3) The service is very important, and it’s also something they’re good at. Taco Bell’s employees are always nice, clean and always smiling. They’re happy to work for Taco Bell.
4) The service is ok. You receive your food fast and the employees are friendly though it’s mostly just functional if you talk to them.
5) The service is very important. They are always friendly and smiling. If they wouldn’t be friendly I wouldn’t come any more.
6) Yes, if they have bad service I would go somewhere else.
7) The service is pretty important. When the service would have been bad, I would not have come back here.
8) The service is really important. When I had to choose between two TB’s and one of them is further away, but has better service, I would drive there.
9) Do you think TB innovates according to changing lifestyles?
1) -
2) Introducing healthy food, ‘limited edition’ menu keeps customers interested
3) Everything is ok as it is. It pretty much stays the same.
4) Yes definitely. Taco Bell is constantly offering new products.
5) -
6) Yes, they make combinations for all people. Now they have this fresco style. For people who do want to eat fast food, but not too many calories.
7) Yes, TB is adjusting to people
8) I think they do. They offer new items regularly, this keeps the menu interesting.
10) Why did you decide to eat at TB today?
1) Sick of pizza and fries
2) I passed the TB and smelled the Mexican food and was dying to crap a taco
3) It’s a habit for me to have lunch at TB. Because I work here at ASU I’m not allowed to leave the campus ground during my lunch break so that’s why I’m eating here right now.
4) *laughing at his friend next to him* Though I eat here 2 times a week, it was a friend’s suggest to come and eat here today.
5) I like TB and I’m just having lunch. It is close by and it’s fast. I don’t have much time.
6) I only have one hour, and it is close to class.
7) I come here often (2 – 3 times a week) and because I don’t like BurgerKing
8) It is close to where I am. I’m visiting TB 2 – 3 times a week, during the semester.
11) What do you think about the service level?
1) -
2) -
3) It’s all OK!
4) The service is fast, but not as fast as in other FF restaurants. I actually don’t mind that much because despite the fact that I have to wait a bit longer, the quality of the food I get in return is always good. So as long as the quality of the food is better, I don’t mind waiting a bit longer.
5) I think the service is excellent.
6) I would give TB a B plus.
7) The service level is very high at TB. Way better than in other FF restaurants.
8) In my opinion, the service level is pretty good. But it totally depend on the location and the staff.
12) What do you think about the location?
1) TB is all over the place, very convenient location
2) Nearby locations, no need to travel big distance in order to get to a TB
3) Perfect location. Taco Bell is to be found everywhere.
4) Taco Bell is everywhere. If you feel like grabbing a Taco, there’s always a Taco Bell restaurant nearby. It’s easy to find.
5) They choose a good location. It is close to home and close to work.
6) It is close and easy to get to. Come to think of it, their might even be to many Taco Bell’s.
7) The locations of TB restaurants are pretty good. There’s one nearby all the time
8) The location is fine. There’s a TB close by, all the time.
13) Do you think TB could change something in order to boost success?
1) Offering healthier and different menu than other FF restaurants such as MAC and BK
2) Do more on healthy food promotions
3) No. The food is great, not too heavy. It’s all ok, it’s perfect as it is!
4) No, not really. Taco Bell already has a better distinction from other fast food restaurants because of the alternative type of food. The only thing they could improve is the waiting time, but again, I don’t mind waiting a bit longer for this quality of food.
5) No, I like it the way it is.
6) Yes, what they do already. They add new menu items. They could change their advertisement. They are open till late and located near schools and everything. If they change their advertisement, they could also attract older people.
7) In my opinion TB is good as it is.
8) I think they should promote the healthy food more. Now, people would go to Subway and other places in order to eat healthy.
xoxo
Gossip Girl
vrijdag 1 augustus 2008
Marketing Mix
Howdy folks,
Hereby we provide you with some information about Taco Bell, such as brand positioning and the marketing mix.
Organization
The Taco Bell® corporate headquarters is located in Irvine, California. In addition, field offices are located throughout the country to serve both company and franchise restaurants. Taco Bell is a subsidiary of Yum! Brands, Inc. [1]
Brand position
Taco Bell’s brand positioning is as follows: “When you want to step up to the freshest ideas in fast food, make the bold choice for Taco Bell.” [1]
Taco Bell’s tagline is “Think Outside the Bun”. [1] Taco Bell strives to distinguish itself from the overload of fast-food restaurants such as Mac Donalds and Burger King, just to name two. The tagline is comparable with ‘Thinking outside the BOX’. This catchphrase has become widely used within the business environment and refers to looking at a ‘problem’ from a new perspective without preconceptions and the so-called tunnel vision.
The Marketing Mix
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan, also knows as the four P’s. The marketing mix elements are product, place, price and promotion.
Product
Taco Bell is the nation’s leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature Quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as the Crunchwrap Supreme™, in addition to a wide variety of Big Bell Value Menu® items. [1]
Fresco style
In 2003, Taco Bell launched the "fresco style" menu. By ordering something fresco style, the item's cheese and/or sauce is replaced by the chain's fiesta salsa. Using this option cuts the fat in the product in half in some cases. In 2008, Taco Bell launched an entire Fresco menu. [2]
Taco Bell® serves more than 2 billion consumers each year in more than 5,800 restaurants in the U.S. In 2005, Taco Bell® generated sales of $1.8 billion in company restaurants and $4.4 billion in franchise restaurants. More than 80 percent of our restaurants are owned and operated by independent franchisees. [1]
Place
Taco Bell is the #1 Mexican fast-food chain in the US, with more than 5,800 locations. The restaurants feature a wide range of Mexican-style menu items including tacos, burritos, gorditas, quesadillas, and nachos. Taco Bell units can be found operating as free-standing units and as quick-service kiosks in such places as shopping malls and airports. [3]
Taco Bell serves more than 2 billion consumers each year in more than 5,800 restaurants in the U.S. Taco Bell currently has over 278 restaurants operating in Canada, Guam, Aruba, Dominican Republic, Chile, Costa Rica, Guatemala, Puerto Rico, Ecuador, Asia, Europe, and the Philippines.
In 2005, Taco Bell® generated sales of $1.8 billion in company restaurants and $4.4 billion in franchise restaurants. More than 80 percent of our restaurants are owned and operated by independent franchisees. [3]
Price
In May 2008, a new value meal called Why Pay More Value Menu debuted. This new value menu contains some of the items from the previous value menu as well as several new ones. Meals cost 79-89-99 cents each. [4]
Promotion
The promotion mix consists of 4 major components which are: advertising, personal selling, sales promotion and public relations.
In addition to the aforementioned, Taco Bell has several movie production companies as their promotional partners, amongst other: 20th Century Fox, Disney, Sony Pictures and Paramount. In addition, Taco Bell has established some partnership contract with major sporting events, for example the world-famous Superbowl. [3]
Competitors
Chipotle
Del Taco
Subway
SOURCES
[1] http://www.tacobell.com/
[2] http://www.hispanicprwire.com/news.php?l=in&id=1481&cha=4
[3] Marie-ann Gonzales, Manager Taco Bell, Tempe
[4] http://www.chainleader.com/article/CA6561211.html%7CTaco
xoxo
Gossip Girl
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