Word: tacos
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...know, the taco man. How do you adjust to not having one of those around?” Eliana C. Murillo ’10 asks with a slight accent, discussing the differences between Harvard and home. She sits beneath the austere façade of Winthrop House as students, clad in pastel Bermuda shorts, mingle and sip pink lemonade, enjoying one of the first days of spring...
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...
...Taco Bell is still working out kinks in its supply chain overseas. While chicken and pizza dough are procured relatively easily around the world, the company can't find a taco shell in Mexico that meets its specs. "We have high quality standards for elements like our tacos and ground beef and cheese, and trying to match those in each of these countries is not easy," says Allan. So for now, Taco Bell Mexico imports taco shells from the U.S., a fact that might irk consumers in the birthplace of the taco. But Allan stresses that the tactic...