Skip to main content

Traditional marketing no longer works.

Marketing in its traditional sense no longer works in the competitive restaurant industry, said Greg Creed, chief executive of Taco Bell.
Creed, speaking Thursday at the People Report Summer Brand Camp conference in Dallas, said the term “marketing” is dying out and, in its place, brands are becoming “publishers” and telling their own stories.
“You need positive news out there everyday,” Creed said. “If we don’t fill the airwaves with positive news, there will be things out there like the kid licking the tacos.”
The Irving, Calif.-division of Yum Brands faced a viral firestorm Monday after a photo of an employee licking a stack of taco shells appeared on Facebook and made the rounds on Twitter. The company later said the shells were being thrown out at a franchise location and never were served to customers.
“You cannot control this,” Creed said, “just as we could not control the kid who licked the taco. What we can do is damage control to the best of our ability. But let’s be honest, 17-year-olds are going to do dumb-ass things.”
Creed said companies must train employees and make them aware that these sorts of actions have consequences, especially in the age of fast-moving social media.
“If you are a control freak, you’re not going to like the future,” he said.
Social media is important as Taco Bell grows, he added. “We think we can double the size of Taco Bell in the next 10 years,” he said. “That’s a pretty bold goal. We think we can go from $7 billion, which is what we were at the end of 2011, to about $14 billion by the end of 2021.
“The good news is that I’ll be retired by then, so if we don’t achieve it, I won’t be responsible,” he said with a laugh.
Recent success for the brand, such as the “Live Mas” slogan and new platforms like the Doritos Locos Taco and Cantina Bell, have been based on what Creed calls the public’s changing approach to food. “Food has gone from fuel to food as an experience,” he said. “That’s not a Taco Bell insight; that’s a category insight. I watch television, and I watch social media, and I think some brands are still marketing food as fuel.”
Millions of Doritos Locos Tacos in two flavors have inspired Taco Bell fans, Creed said. And with 123 flavors of Doritos around the world, he added quickly, “I don’t think we’ll run out of flavors very soon.”
The brand’s Cantina Bell platform “introduced flavors, tastes and ingredients that people didn’t traditionally expect from Taco Bell” and made it more relevant, Creed said, noting that the platform will launch quesadillas and fajitas in the next five to six weeks.

Popular posts from this blog

UFC 227 play-by-play and live results #UFC #MMA #UFC227

LOS ANGELES – MMAjunkie is on scene and reporting live from today’s UFC 227 event, and you can join us for live play-by-play and official results beginning at 6:30 p.m. ET (3:30 p.m. PT). The event takes place at Staples Center in Los Angeles. The main card airs on pay-per-view following preliminary-card bouts on FX and UFC Fight Pass. In the main event, bantamweight champion T.J. Dillashaw (15-3 MMA, 11-3 UFC) rematches former champ and ex-teammate Cody Garbrandt (11-1 MMA, 6-1 UFC) for the title. In the co-feature, flyweight champion Demetrious Johnson (27-2-1 MMA, 15-1-1 UFC) has a rematch with Olympic gold medalist and former title challenger Henry Cejudo (12-2 MMA, 6-2 UFC). Follow along with our round-by-round updates and official results beginning at approximately 6:30 p.m. ET for the UFC Fight Pass prelims, 8 p.m. ET for the prelims on FX, and 10 p.m. ET for the main card on pay-per-view. To discuss the show, be sure to check out our  UFC 227 discussion thread...

Understanding the tax advantages and disadvantages of homeownership #realestate #taxadvantage #taxes #housing #market

It’s no secret that some of the major perks of homeownership are the tax write-offs and advantages that follow the purchase. In fact, according to a 2015 survey by the National Association of Realtors, 80% of homebuyers see homeownership as a good investment, and 43% think it’s better than investing in the stock market. Reaping the rewards of mortgage interest and property tax deductions is just one way to think of your home as an investment. But there are even more real estate–related tax advantages and disadvantages that can slip under a new homeowner’s radar. It can be relatively easy to trigger tax liabilities or perks (and then fail to claim them) on that new piece of  Eugene, Or, real estate . This is why it’s essential to touch base with your tax pro before every real estate transaction, no matter how minor a question you may have. Sometimes planning and timing make a major difference in the financial impact of a real estate–related tax; other times, ...

Team Thayer Real Estate House Flipping Traps! #flippinghouses #eugeneoregon #oregon #housing #market #realestate

If you’ve got several leads waiting to turn into potential deals, you can’t wait for one to suddenly come knocking at your door. Successful real estate house flippers have one trait in common: they place an emphasis on proper planning. Once you’ve secured a deal, you must decide what kind of rehab you will perform. Will you conduct a few simple cosmetic upgrades (like these  10 rehab projects you finish in one weekend )? Or, is the home nice enough to sell after  an easy prehab ? Are there structural damages that will require you to carry out more major renovations? Will you focus on implementing environmentally friendly renovations  – also known as “greenhabbing” – so that you  qualify for certain tax benefits ? Once you’ve determined your strategy, it is important to ask yourself these specific questions before diving into the construction action: What are the current market conditions in my area? What does my ideal buyer look like? Does my marketing cam...