This video presents the fascinating history of ‘Taco Bell,’ an American institution that revolutionized fast food over the years. The founder, Glen Bell, started opening restaurants in San Bernadino, California. He was a restless entrepreneur and sold them all after a few years.
Bell noticed a hard shell taco restaurant with great success called ‘Mitla Cafe.’ He would eat there and try to figure out their successful recipe for tacos. Finally, he met with the owners, who shared it with him.
In 1952, Bell opened ‘Taco Tia,’ followed by another taco stand called ‘El Taco.’ Eventually, he sold them to open a restaurant with franchise possibilities in Downing, California. ‘Taco Bell’ was born and became home to the 19-cent taco!
The restaurant had no indoor seating. It was just a kitchen, an order window, a firepit, and occasionally a mariachi band. 8 other locations would open over the next two years. By 1967, there were over 100 franchise locations. In 1970, the chain expanded east and became a six-million dollar operation with 325 restaurants.
In 1978, Glen Bell sold 868 ‘Taco Bell’ restaurants to Pepsico for $125 million in their stock. Pepsi refreshed the logo and changed the menu items and marketing. 1991 saw the creation of value meal pricing, adding pressure to fast food burger competitors.
Ad campaigns like 1997’s, ‘Yo Quiero Taco Bell,’ featuring a cute chihuahua, resonated with the youth culture and built the brand. In 2012, the restaurant launched a partnership with ‘Doritos’ for more taco flavors. It was quite a journey from one taco stand to 40 million customers a week and restaurants in every state, but that is the story of ‘Taco Bell!’
