Word: mexicanish
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Dates: during 2000-2009
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...executives are confident that Mexicans are ready for Mexicanish food. Up to 10 more Taco Bells are in the works there through 2008, with plans to reach 300 eventually. To be accurate, Yum first tested the market in 1992 but withdrew two years later. This time Taco Bell doesn't pretend to be Mexican. "We're Mexican-inspired," says YRI's Allan, "and Mexicans should feel proud of that." Its advertising slogan is "Es otra cosa," or "It's something else"--a pointed acknowledgment that what Yanks call a taco doesn't resemble the real thing at all (the closest...
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