Taco Bell Spices Up Global Expansion with Cultural Buzz and Cravings

Taco Bell is actively addressing its challenge of introducing Mexican cuisine to international markets where consumers have limited exposure to the food category. The company acknowledges that entering new countries requires not only presenting its brand but also educating potential customers on how to enjoy its offerings, prompting initiatives like “Tiltvertizing,” which demonstrates the proper way to eat a taco. Amy Durini, Taco Bell’s International CMO, emphasizes the novelty and enjoyment of this educational approach. Taco Bell is strategically positioned by Yum! Brands as a key growth engine, expecting to expand from approximately 1,150 locations across 32 countries in 2024 to 3,000 and over 50 countries by 2030. 

To build brand awareness and relevance internationally, Taco Bell plans to implement a series of marketing strategies in 2025 that focus on deepening consumer engagement through unique campaigns such as “Get the Most Out of Your Bag” and “How to Taco Bell.” The brand aims to resonate culturally by adopting successful U.S. initiatives while adapting them for global markets, like its sports-related promotions. Early results from the U.K., Spain, and India indicate a successful increase in same-store sales and brand recognition. By fostering cultural connections and expanding its footprint, Taco Bell seeks to reinforce its image as a “cultural rebel” worldwide, driving momentum towards achieving its ambitious growth targets by 2030. 

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Taco Bell Spices Up Global Expansion with Cultural Buzz and Cravings – QSR Magazine