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    Taco Bell Case Study

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    321104
    Taco Bell was considering whether to expand its successful Doritos Locos Taco line or launch a breakfast menu. The document analyzed the breakfast opportunity for Taco Bell by discussing insights into Taco Bell's brand and consumers, the dilemma they faced in 2013, their proposed breakfast menu items and launch plan, challenges of introducing breakfast, and risks and benefits. Stakeholders such as customers, employees, franchisees, and shareholders were also considered.

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    Taco Bell Case Study

    Uploaded by

    321104
    111 views10 pages
    Taco Bell was considering whether to expand its successful Doritos Locos Taco line or launch a breakfast menu. The document analyzed the breakfast opportunity for Taco Bell by discussing insights into Taco Bell's brand and consumers, the dilemma they faced in 2013, their proposed breakfast menu items and launch plan, challenges of introducing breakfast, and risks and benefits. Stakeholders such as customers, employees, franchisees, and shareholders were also considered.

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    Taco Bell was considering whether to expand its successful Doritos Locos Taco line or launch a breakfast menu. The document analyzed the breakfast opportunity for Taco Bell by discussing insights into Taco Bell's brand and consumers, the dilemma they faced in 2013, their proposed breakfast menu items and launch plan, challenges of introducing breakfast, and risks and benefits. Stakeholders such as customers, employees, franchisees, and shareholders were also considered.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    111 views10 pages

    Taco Bell Case Study

    Uploaded by

    321104
    Taco Bell was considering whether to expand its successful Doritos Locos Taco line or launch a breakfast menu. The document analyzed the breakfast opportunity for Taco Bell by discussing insights into Taco Bell's brand and consumers, the dilemma they faced in 2013, their proposed breakfast menu items and launch plan, challenges of introducing breakfast, and risks and benefits. Stakeholders such as customers, employees, franchisees, and shareholders were also considered.

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    CASE STUDY

    TACO BELL: THE BREAKFAST


    OPPPORTUNITY
    CONTRIBUTION BY EACH MEMBER
    MITESH BADERA SAMIKSHA KALRA
    SHUBHAM PRAKASH
    NAVYA RASTOGI
    STAKEHOLDER RISKS AND
    CHANGES &
    ANALYSIS INSIGHTS ABOUT BENEFITS LAUNCH PLAN
    TACO BELL
    IN 2013

    KARTIKEYA MISHRA
    KARAN KAPOOR KIRPAL SINGH
    DILEMMA IN
    2013 BREAKFAST
    BACKGROUND
    OPPORTUNITY:
    OF THE CASE
    CHALLENGES
    BACKGROUND OF THE CASE
    Jake Bonnar, Vice President at Lakewood
    Consulting was leading the project of whether
    Taco Bell should launch a breakfast line or expand
    the successful Doritos Locos Taco line.
    Yum! Brands Inc., a global leader in quick serve
    restaurant business owned Taco Bell, KFC, Pizza
    Hut, and other brands.
    Taco Bell was the third-largest brand for the Yum!
    brand and delivered about 2/3rd of the its total
    U.S. profits.
    INSIGHTS ABOUT
    TACO BELL
    MENU VARIETY POD CORE CONSUMER
    Large menu of products that Its value proposition was Consisted of single young
    included classic Mexican tasty, inexpensive food. As men between the ages of
    dishes one former Taco Bell 18-24
    Tacos marketer described it as
    Burritos “cheap, fast, delicious, and ADVERTISING
    Gordita messy”
    Spent heavily on
    Chalupa The brand featured items advertising majority of
    Used same ingredients: priced from $0.59-$0.99 which went to traditional
    cheese, seasoned meat, which resonated with its marketing.
    lettuce, and tortillas core customers

    Back to Agenda
    DILEMMA IN 2013
    Taco Bell had done an enormous growth by creating excitement
    and introducing new menu items. The prime factor was the launch
    of the DORITOS LOCOS TACO in 2012

    Now, Taco Bell was looking into adding to their business’


    growth by introducing the breakfast line. However, the
    company was torn between expanding its Doritos Locos Taco
    line or to introduce the breakfast line. The management and
    key executives of the company must come up with the right
    decision for the overall growth of Taco Bell.

    Back to Agenda
    CHANGES & LAUNCH
    PLAN IN 2013
    Development of several breakfast menu items:
    Waffle Taco
    AM Crunchwrap
    Cinnabon Delights
    Coffee

    Serving hours for breakfast items were scheduled from 7:00am until
    11:00am (three hours earlier than normal)
    Consumers tests conducted on the same were generally positive but
    seemed be difficult to bring young adults on board
    The core of the plan involved an aggressive attack on the
    Mc Donalds.
    Back to Agenda
    BREAKFAST OPPORTUNITY:
    CHALLENGES
    ACCEPTANCE CONTINUOUS
    BY CONSUMERS EFFORTS
    To make the customers Maintain their USE SAME
    change their breakfast advertising efforts INGREDIENTS TO
    SUPPORT FROM
    routines and create a for a long period of CUT COSTS
    picture of Mexican food FRANCHISEES time to sustain in To utilize the same
    in breakfast In case of weak the market ingredients for the
    breakfast line,
    breakfast line to cut
    franchisees might turn
    costs
    their backs and
    withdraw their support
    BREAKFAST OPPORTUNITY:
    RISKS AND BENEFITS
    RISKS INVOLVED BENEFITS
    High competition backlash from already Challenging the existing leading
    dominant brands like McDonalds. competitors and coming at par with them.
    Losing their core customers as they were all Introducing breakfast items could bring in
    young adults who started their day late. significant revenue and growth for the
    company.
    In case of failure of the line, heavy costs
    will be incurred (operational, logistical Increased profits will also comepnsate for
    and promotional) the declining lunch and dinner line.

    If not backed up by franchisees’ support, Expand in the consumer base by


    then the whole movement will lose its introduction of breakfast line.
    hold.
    Back to Agenda
    BREAKFAST OPPORTUNITY:
    STAKEHOLDERS ANALYSIS
    STAKEHOLDERS INCLUDE EMPLOYEES, FRANCHISEES,
    CUSTOMERS AND SHAREHOLDERS

    For Customers, introducing a new line of For employees, either new will be hired or
    items will provide them with new varieties the existing ones will work in shifts during
    of mexican dishes the initial stage

    For Shareholders, sticking to expanding the For Franchisees, their support will be lost
    current Doritos Locos Taco might be less in case of weak breakfast line.
    risky and more profitable.

    Back to Agenda
    THANK YOU

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