1. TACO BELL
Megerian, Kane, Smith, Singer, Butler, Zhu
a.k.a Tacos in Motion

2. AGENDA
I. Situation
II. Strategy
III. Brand Extension
IV. Execution

3. SUMMARY
We’re extending Taco Bell’s dominance of the late-night
food scene by launching the Taco Bell Taco Truck.
A mobile destination for the food people crave late at night,
brought to the hotspots where they already are.
The Truck doesn’t just serve Taco Bell on the go. This food
is spicier, cheesier, meatier, greasier. All the glory of Taco
Bell, amped up for the late night scene.

4. COMPETITION
Taco Bell is the number one Mexican fast-food chain with
5,800 stores, 250 of which are international
Chipotle is the top in-category competitor
Late night competition comes from fast food (McDonalds, BK),
Diners (Denny’s, IHOP), and convenience stores (7-11)

5. OPPORTUNITY
No US growth for Yum! brands; current growth is coming from
overseas expansion (especially China)
Taco Bell is responsible for 60% of Yum! domestic profit; but
is recovering from this year’s damaging beef lawsuit
We have the opportunity to kickstart domestic growth for
Yum! and re-establish brand love after the beef incident

6. STRATEGY

7. TARGET
Social butterflies and bar aficionados. College students and
young professionals.
Their goal: having as much fun as they can
Disregard for physical well-being / apathy towards liver
health
Will undoubtedly make decisions to be regretted in the
morning, including but not limited to satisfying that craving
for greasy, fatty, cheesy, spicy food at 2am

8. THE PROBLEM
Late-night cravings are an inevitable part
of a night on the town
But late-night food options are often few,
far between, and far away
Hence, the epic question: leave the fun
and end the night to get the food you
crave, or go hungry to ensure you don’t
miss out?

9. Food shouldn’t end the party,
it should keep it going.
Young socialites can appreciate the feeling of being torn between
partying and refueling.
It’s accepted that as the journey for food begins, the partying is
over.

10. Taco Bell Can Change
the Game
Bring the satisfaction right
outside the action.
Become part of the night, not
the end of it.
So you can have your
burrito and eat it too.

11. BRAND
EXTENSION

12. PARENT BRAND POSITION
For 18-24 year old males.
Quick-service restaurant that serves up
spicy and unique foods, something better
than the typical greasy burger. Taco Bell is
the place to satisfy cravings .

13. EXTENSION POSITION
To people who know the bouncer better
than the TA, the Taco Bell Truck is the late
night food option that keeps the party
going. It comes to you, so you don’t have
to miss out to satisfy your cravings.

14. INITIAL
CREATIVE

15. CREATIVE OBJECTIVE:
Create hype and awareness around the Taco Bell Truck.
Potential customers should anticipate the truck’s arrival,
seek its location, and share their excitement with like-
minded friends

16. OOH: TRANS-LIGHT BAR WINDOW

17. OOH: TRANS-LIGHT BAR WINDOW

18. MEDIA

19. Q: How can we make sure the Truck is at the
hottest night spots?
A: Deep Foursquare integration finds the
most active bars in the area
Make it easy to check in with Foursquare +
Taco Bell stickers at venues. Scanning a code
will check you in with Foursquare with a
‘shoutout’ for the Taco Bell Truck

20. Q: How can we spread the word about Taco
Bell Truck experiences?
A: Make the Truck itself an auto-updating
location via GPS
Leverage Foursquare’s ‘Moving Target’
feature to make the Truck a destination.
User gets an exclusive badge for checking in
at the Truck, and each checkin broadcasts the
location of the Truck socially and organically

21. SOCIAL
Drop hints / build excitement for deployment
Broadcast the location of the truck
Distribute content filmed / created around the truck
OTHER
Placements in bars (trans-light window, foursquare sticker / beer mat)
Print in young-skewing local pubs (Metromix, Urbandaddy)
Pre-launch homepage takeover on high-traffic site (Hulu, network site etc)

22. ¡Gracias!