In the best bit of news I’ve heard all year, Taco Bell CEO Brian Niccol wants to make Taco Bell an “on – demand” fast food brand. They will begin preliminary tests of a delivery service later this year, with the biggest hurdle being how to keep crunchy taco crunchy.
Niccol revealed his plan in an interview with Nation’s Restaurant News in March. “Even though it’s the No. 1 request from consumers, we have to make sure we can give them an experience that’s consistent with Taco Bell, and that’s what we’re working through,” Niccol said. “We have to figure it out, and I can tell you right now we don’t have it figured out.”
Niccol wants Taco Bell to appeal to the growing Millenials market (kids born after the year 2000) as they gain freedom to make their own food choices. For years Taco Bell has been on the forefront of social media advertising, utilizing every new social media outlet including Twitter, Instagram and Snapchat. Their target demographic has been 18-34 year olds, one that Millenials will soon be apart.
Along with video games, baseball and films, Taco Bell has been the fourth pillar of importance in my life since I was very young. I was taken to Taco Bell regularly from an early age and continue to make trips there religiously. Until recently, Taco Bell has always been a long drive away, one that I would begrudgingly make and wonder why my favorite restaurant does not just deliver to one of its most loyal customers. The day has finally come. Though it is very early in development, Taco Bell is taking the right steps in becoming the king of greasy goodness. Their delightful breakfast menu launched last year with interesting products like the Waffle Taco and the Steak, Egg and Cheese Crunch Wrap Supreme, taking the attention away from McDonalds’ stagnate breakfast offerings. Before that, Taco Bell blew minds with the revelation that was the Doritos Locos Taco – a taco with a Dorito shell holding everything together. After only a year, the God – taco did $1 billion in sales and continues to sell on average 1 million per day. Taco Bell continues to innovate, introducing about 10 new items per year.