Glen Bell started Taco Bell in 1962, with the first location opening in Downey, CA. He had been serving hot dogs in the San Bernardino area and wanted to expand fast Mexican cuisine to other parts of the state.
The original tacos served by the restaurant were pronounced “tay-kohs.”
It only took two years for Bell to sell his first franchise. There were 100 restaurants by 1967, and all of them featured outside seating or drive-up service only. There are more than 7,000 locations now operating worldwide.
Taco Bell’s Mission Statement Analysis
Taco Bell’s mission statement is “to take pride in making the best Mexican-style fast-food by providing quick, friendly, and accurate service.”
The company also says they want to be an employer of choice in each community. It achieves success in this area by focusing on actionable profitability.
Several critical phrases are worth analyzing in Taco Bell’s mission statement.
- “Best Mexican-style fast-food” is a declaration of their menu. Although some traditional items like French fries appear occasionally, Taco Bell takes a cultural twist to the product by adding spices, cheese sauce, or other ingredients. The company knows where to put its focus and doesn’t try to do everything in an average way, but only one single thing well.
- “Quick, friendly, and accurate service” represents the desire to stay profitable by getting a customer’s order correct on the first attempt.
- “Take pride” expresses a desire to offer high-quality services with every customer interaction.
The standards found in the mission statement extend to the outreach efforts of the brand. Taco Bell has a charitable foundation that focuses on youth development. The Live Más Scholarship comes from this work, empowering students to be creators and innovators.
Taco Bell’s Vision Statement Analysis
The vision statement of Taco Bell says that the company’s desire is “to grow into the largest fast-food provider of Mexican-style cuisine in emerging markets.”
Taco Bell desires to expand rapidly and sustainably. Franchisees must commit to specific branding and best practices to become part of the branding. That’s why it took the company six years to go east of the Mississippi River.
The company also focuses on emerging markets because it can introduce its cuisine through affordable franchise opportunities. This approach reduces the organization’s cost while supporting small business owners around the world.
Taco Bell’s Core Values Analysis
The core values of Taco Bell focus on honesty, teamwork, quality, and customer loyalty. These principles guide the organization’s decisions to create a culture focused on success.
Each menu item goes through an extensive evaluation process so that it meets the mission and vision statements of the company.
Items like the gordita and the Crunchwrap Supreme became permanent menu choices because of this process.
Taco Bell also recognizes that good food is only one ingredient in a recipe for success. It must also provide exceptional services to every customer, especially when entering a new market.
The brand’s goal since Glen Bell founded the company has been to position itself in a way that attracts partners and investors. The credibility created from the core values produces the desired results.
Bell sold Taco Bell to PepsiCo in 1978. The restaurant chain then spun off in 1998 under the guidance of Tricon Global Restaurants, which became Yum! Brands in 2002.