Conclusion

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