6 Examples of Taco Bell's Marketing Masterclass

When it comes to marketing, the world’s most innovative franchise may come as a surprise to many. It’s not Coca-Cola or McDonald’s; it’s Taco Bell. The fast-food giant gets every part of its branding strategy right - from innovation and creativity to winning at social media. So what makes Taco Bell so successful?

1. Winning at social media

Getting it right on social media is a fine balance, with many brands making the mistake of taking themselves too seriously and being too overtly salesy. Taco Bell positions itself in the down-to-earth, has a sense of humor realm that works well on social, as it’s where people go to connect with friends.

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Joining in the chat and appearing like a natural part of a user’s thread is a great way to target customers in this space. It speaks to them directly without interrupting their experience, something that’s difficult to achieve in marketing.

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2. Exclusive plant-based offerings

Taco Bell’s core target audience is millennials, and while it also makes no secret that it often appeals to them late at night, it has also lent into an important trend with this demographic - veganism. Introducing bean burritos and veggie bowls to its menu means nobody within a group of friends is left out at the Taco Bell drive-thru at 3am after a night out.

3. Viral marketing

While knowing who your main audience is shouldn’t be overlooked, it can pay to branch out into other demographics too. For Super Bowl XLVII, Taco Bell recorded an advert with a group of elderly friends enjoying the sorts of activities usually associated with the brand’s younger audience. After a night of clubbing, they inevitably ended up in a parking lot eating tacos while sitting on the trunk of a car.

4. Pop-up hotel with free tacos

In another example of viral marketing, Taco Bell made waves when it announced a pop-up hotel where guests would enjoy unlimited tacos. While the hotel was a real-life experience, it made a huge impact on the brand’s digital marketing strategy. Only being open for four days, the hotel became fully booked within just two minutes of it being launched, making headlines across the internet.

5. Grubhub partnership

Despite having built its reputation on late night drive-thru sales, Taco Bell expanded the convenience of its meals in 2019 by partnering with Grubhub. Customers in the US could now order directly from the Taco Bell menu and have the food delivered to their doors. This taps into the huge trend for delivery services that’s taken over the US in recent years and the idea of replicating social experiences at home.

6. Go Mobile locations

For those who still want to go out to get their Taco Bell fix, the brand has put the app at the heart of convenient ordering. Special Go Mobile locations have a dual drive-thru, with a designated lane for those who’ve already placed their order through the app. Not only does this set-up work well for time-poor customers, but it offers an efficient use of space for the restaurants, while incentivizing use of the app.