Taco Bell might not get the same kind of attention that Chipotle gets nowadays, and that is just fine with CEO Steve Ells. In a recent interview with QSR magazine, he says: "That's like saying Hyundai competes with BMW...I don’t want to turn the brand into BMW. Hyundai sells a whole lot more cars than BMW does."
It seems like he's right. Taco Bell is by far the number one quick-serve Mexican concept and last year it had sales of $6.9 billion.
The recession serves it right. Taco Bell still sells many items for under $1 and introduced a $2 value meal when the economy tanked.
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