taco bell
DESCRIPTION
Graphic Design 2September 27, 2010TRANSCRIPT
The Logo Story of
TACO BELLAmanda BankowskiGraphic Design 2
September 24, 2010
Taco Bell Dog
• World War II Veteran opened Bell’s Drive In 1946
• Bell was 23 years old • Hot Dog stand in San
Bernardino, California – One person stand
serving only take out food
– Made $20 over 16 hr period on his first day
• 1952 Bell’s Drive In sold hamburgers and hot dogs
• SAME TIME MCDONALD Brothers were building their first restaurant!
GLEN BELL
• Sold tacos in Mexican neighborhoods– If they were a success
competitors would think it was because of location
• Created Traditional Taco sauce
• Tacos sold for 19 cents from a window on the side
• 2nd stand – Barstow, CA - 1953
WILL TACOS WORK?
• Constructed 3 new taco Tia stands– San Bernadino – Redlands– Riverside – $18,000 in sales in first
month
• Small commissary built to serve 3 Taco Tias and Bell’s Drive Ins – Vegetables, sauces,
and deep taco shells prepared daily
– Meat was cooked at individual restaurants
TACO TIA
• 1956 sold 3 Taco Tias • Los Angeles restaurant
market and partnered with 4 member of Los Angeles rams Football team
• 1958 formed el taco restraurant chain with central commissary to serve up to 100 units – three outlets were initially opened, producing profits of $3000 after the first year of business
MORE…MORE…MORE!
• First Taco Bell in 1962
• Doney – 8 more in:– Long beach– Paramount– Los Angeles
• 1964 First Taco Bell Franchise was purchased
• 1965 Taco Bell opened on the Pacific stock exchange
CREATION OF TACO BELL
• Pizza hut a PepsiCo subsidiary, launched Taco Kid and failed in February 1978
• Taco Bell purchased by for just under $125 million in stock
• PepsiCo wanted Taco Bell to be a national fast food
• Strategy – predictable quality– affordable prices– clean and convenient surroundings
CORPORTAION TAKEOVER
• PepsiCo redesigned the logo - 1985
• Hispanic man dozing under a giant sombrero
• Sparkling bell above the company name
NEW OWNER – NEW DESIGN
• 1995 was the last redesign – current logo
• 1993 “Demolition Man” featured a pink and purple "future" logo
• Taco Bell took advantage of it
• Changed the style as well as the color – only logo color scheme change in their company history
DESIGN INSPIRATION
• 1985 stressed that Taco Bell had same ingredients as burger rivals:– Beef– Cheese – Tomatoes– Tag line – just made for
you• Different and according to
the company more satisfying way
• 1986 New outlets had a different style
• Traditional - arched windows and red-tile roofs
• Added - stucco, skylight inside, silk plants, light colored wood – new dishes,
• Drive through windows as a standard feature
THE SAME BUT BETTER
• 1986 - Expanded overseas• 1988 –widespread pricing and
production changes– Lower price of items on the
menu – Rival hamburger chains to
follow suit• Less labor and space and
more focus on customers• Food preparation contracted
out– Dicing– slicing of vegetables– frying of taco shells
EXPANSION
• 1991 - 3 tiered Value Menu– 50 cents– 79 cents– 99 cents
• 1992 - 11 international locations
• Taco Bell Express – Limited menu – Little or no seating
• 1993 - Taco Bell products on supermarkets shelves
HIGHLIGHTS OF THE 90s
• Taco Bell Chihuahua ear 1997 – 2000
• Most notable advertisement was the Taco Bell Chihuahua
• People loved to quote him but not enough to buy tacos
• The Taco Bell Chihuahua was a failure
• Sales slipped• 2000 – Retired the
Chihuahua and marketed one demographic
YO QUIERO TACO BELL
THE END