These four words say it all when it comes to appreciating Americas love affair with
Taco Bell and our zesty menu. Exciting new products, breakthrough advertising and
promotions, and a renewed dedication to providing a positive customer restaurant
experience all led to growth and a very successful year.
1998 was the year of Gorditas the introduction of this bold new line of products
redefined how hungry people think about Taco Bells food. Gorditas combine two of the
hottest food trends sweeping the country today: the increased craving for spicier, more
flavorful food and the desire for heartier-textured breads. More than one-quarter of a
billion Gorditas were sold in 1998 alone.
also continued to underscore its value leadership position through offerings such as the
99-cent Nachos BellGrande and Mexican Pizza all of which were promoted by the
brands most avid cheerleader, the Chihuahua.
The bilingual Mexican canine drew a collective muy bueno from consumers of all
ages and backgrounds by declaring his hunger and love for Taco Bell. USA Today hailed the
Chihuahua as a Taco Goliath who leaves a mark on society and takes a
bite out of the fast-food competition. Life Magazine declared the Chihuahua among
the 100 Best Things About America Now.
|The whole Taco Bell system worked hard to improve the customer
experience in our restaurants and our financial results were strong as a result. In
all, system-wide sales reached $5 billion in 1998. For the second consecutive year, the
system experienced positive same store sales growth, with comparable unit sales advancing
In turn, company restaurants saw margins improve by two percentage points.
By continuing to provide Great tasting Mexican food anytime, and anywhere, well have
all of America exclaiming, Yo Quiero Taco Bell for many years to come. Viva
Peter Waller (left)
President & Chief Concept Officer
Tom Davin (right)
Chief Operating Officer