Irvine-based Taco Bell has entertained fast-food lovers over the years with its catchy slogans – from “The Cure for the Common Meal” to “Yo Quiero Taco Bell” to “Think Outside the Bun.”
Now, the nation’s largest Mexican fast-food chain is changing slogans, once again.
“Think Outside the Bun” is out. “Live Mas” is in.
Live Más, translated “live more,” is part of a new marketing strategy for 2012.
Chain sales were hurt last year after a lawsuit accused the company of not selling “real beef” in its tacos. Though the suit was eventually dropped, Taco Bell has come under pressure to change how customers think of its brand.
Marketing officials say the chain is moving from being a “food as fuel” restaurant to a “food experience” restaurant.
The new slogan underscores that strategy.The chain’s website is peppered with “Live Mas ” messages to encourage fans to take risks – to live more. Messages include:Kick up some dirt.Make some waves. Burn up the night.
The new slogan and commercial (view above) comes as theIrvine-based chain revamps its menu. Among the changes:
- In January, Taco Bell launched a new breakfast menu. Five years in the making, the First Meal breakfast program includes 11 items. (Read more about First Meal here.)
- Taco Bell will also be releasing its Doritos Locos Tacos on March 8. (Note: Want to be one of the first Taco Bell customers in Orange County to try the new nacho-cheese shell taco? Stay tuned to the Fast Food Maven blog for details. Register writer Nancy Luna will host 25 people for a Sneak Eat tasting of the Doritos taco on March 7.)
- Taco Bell’s Cantina Bell menu is being tested now in California and Kentucky. The menu features big rice-stuffed burritos, tacos and bowls made with premium fast-food ingredients such as black beans and corn salsa. Read more about the Cantina Bell menu here.
Taco Bell has gone through many slogans in the past 20 years. Which one is your favorite? Watch some of the videos below:
- Yo Quiero Taco Bell – 1997
- Think Outside the Bun – 2002
- Cross the Border – 1993
- The Cure for the Common Meal – 1986
- Make a Run for the Border – 1989
-Story by Jaryd Lucero/Staff writer The Orange County Register
Tell us: What do you think of this new slogan?
See this post in its original form, and read more on Fast Food Maven.
