Taco Bell Profits After Beef Scandal
In the money: New Doritos Locos shell saves Taco Bell's slumping profits as consumers brand a run for the border
- Fast-food concatenation had been suffering from bad publicity due to lawsuit over beef content of meat filling
- Since the introduction of the Doritos Locos Tacos, sales at Taco Bell stores have risen by six percent this year
Taco Bong's new accept on the taco, featuring orange Doritos grit, has helped put the sizzle back in its U.S. sales after a nearly yr-long slump.
Taco Bell'south introduction of Doritos Locos Tacos in early March has been 'enormously successful', said Rick Carucci, the Chief Fiscal Officeholder of Yum, the company that owns Taco Bell.
Taco Bell too stated that a whorl-out of Absurd Ranch-flavoured shells are in the works.
Crispy: Taco Bong has put the spice dorsum in its U.S. sales after a about year-long slump thanks to the successful launch of Nacho Cheese Doritos taco shells
The fast-food chain has been suffering from bad publicity generated by a recent lawsuit that alleged the meat filling served at its restaurants didn't have plenty beef to be called that.
Taco Bong denounced the claim as false and spent millions to defend its filling and shore up its image.
The arrange was dropped virtually three months after information technology was filed by an Alabama constabulary firm just the chain's sales struggled for months afterward.
Since the introduction of the Doritos Locos Tacos, sales at Taco Bong stores rose half-dozen percentage in this year'due south first quarter.
Bounciness back: The fast-nutrient concatenation was suffering from bad publicity generated by a recent lawsuit that alleged the meat filling served at its restaurants didn't take enough beef to be labelled as such
Only stores that accept been open at least a yr were used in the survey - an indicator of a restaurant chain's wellness.
Taco Bong's parent company, Yum Brands Inc., predicted even more robust sales gains for the Mexican-style chain in the current second quarter of 2012.
Mr Carucci predicted sales growth in the loftier single digits or low double digits.
NUTRITION INFORMATION
Total calories, full fat content and total sodium per product (source: tacobell.com):
- Doritos Locos Tacos: 170 calories, 9g fat, 340mg sodium
- Doritos Locos Supreme: 200 calories, 11g fatty, 370mg sodium
- Taco Bell's lightest taco is the Fresco Crunchy Taco with 150 calories, 8g fat, 310mg sodium
- Taco Bell's fattiest taco is the Double Decker Taco Supreme with 350 calories, 16g fat, 670 sodium
The operating profit of Louisville-based Yum, which likewise owns KFC and Pizza Hut in the U.S., jumped by 27 percentage in the first quarter as information technology looks to opposite its contempo domestic struggles.
Taco Bell accounts for about sixty percent of U.S. turn a profit for Yum, so the slump put a paring in the company's performance.
Now, the California-based concatenation, known for its hip advertising and belatedly-night snacking aimed at immature men, seems to take its mojo dorsum.
It's expanding its menu and entering the highly competitive breakfast business.
The chain introduced its breakfast card early on this year at about 800 restaurants, mostly in the Western U.S.
Information technology plans to expand breakfast to 200 more than stores in the 2nd half of 2012.
The chain has said previously that if the launch goes well, it hopes to begin selling breakfast burritos and hash browns at its more than than five,600 locations nationwide past 2014.
The chain also is testing a Cantina Bell line of more upscale foods created past glory chef Lorena Garcia.
'We're looking to broaden the entreatment of the brand,' Mr Novak said.
'Nosotros think this is going to extend the breadth of the appeal of the brand, brand u.s.a. more than mainstream with both male and female target audiences.'
The long-term strategy is to expand Taco Bell's reach in the U.South., with a goal of raising the number of U.S. restaurants to viii,000, he said.
Meanwhile, Yum continued its fast-paced international expansion in the first quarter, adding 297 new restaurants.
The company has opened 168 new stores in Communist china alone this yr alone.
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Source: https://www.dailymail.co.uk/news/article-2132307/New-Doritos-Locos-shell-saves-Taco-Bells-slumping-profits-major-crunch.html
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