Word: taco
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Dates: during 2000-2009
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Starbucks has the gall to sling its lattes for coffee connoisseurs in Vienna, and Budweiser peddles its brew in Belgium. So why shouldn't Yum Brands--the Louisville, Ky.-based company that owns KFC, Pizza Hut, Taco Bell and more--sell dumplings in a fast-growing market where Chinese food is just called food? Heck, while they're at it, why not sell tacos in Mexico? Yum is doing both, with the test-marketing of East Dawning in Shanghai and the opening of a Taco Bell in Monterrey last fall. Yum's iconoclastic CEO, David Novak, likens...
...next "glocalization" trick: exporting Taco Bell, its top brand in the U.S., to Mexico. In late October, a Taco Bell headed for the border and to a Mexican suburb, its grand opening attended by government officials and hordes of press. Diners flocked to the restaurant, located in a busy shopping plaza in Monterrey, though many seemed bemused by the offerings. Claudia and Ignacio Sosa dropped in with their toddler Fatima after a trip to the supermarket. "This is not tacos or burritos or quesadillas, even though they're called that," says Claudia. "We have never had a taco with rice...
...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...
...office when the iPhone was invented. And can you recall who was running our nation’s executive branch during the publication of “The Da Vinci Code”? The list doesn’t stop there. Without President Bush’s monetary involvement, Taco Bell may never have produced such recent treasures as the Crunchwrap Supreme. ¡Felicidades, Señor Presidente...
...made more relevant, more people will click on them, which in turn will boost the fees the sites can charge for them. MySpace's new "hypertargeting" strategy scans profile pages for keywords and sells ads against them. If you say you love burritos, for example, a banner ad for Taco Bell might appear at the top of your page. Facebook, on the other hand, involves its members more intimately in the process. The site gives members the option of sending an update to their friends with every purchase they make online--an extension of the news feed that tracks...