YUM ! BRANDS
Taco Bell Taco Bell , which has the smallest footprint of Yum !’ s brands , is growing at a rapid level and holds a firm belief in a big dream : to make Taco Bell a 700-strong restaurant brand in Canada . Veronica Castillo , Director of Marketing and R & D for Taco Bell Canada , has been with the company for four years . Her role is focused on strategy within Canada , working on food innovation , communication strategies , development , and design to bring Taco Bell ’ s best concepts to life . She explains how Taco Bell is able to hold such high hopes for its own expansion .
“ The Taco Bell brand is on fire today . It ’ s been growing for the past six years both in sales and transactions . In 2017 , we have achieved record sales with double digit growth . It ’ s amazing , and part of that success is attributed to our innovation that highly resonates with our target .”
Castillo continues : “ The innovation we bring to Canada is unique . For example , we have the Double Layer taco , the Naked Chicken Chalupa ,
and most recently the Cheetos Crunchwrap Sliders – unique innovation that help set us apart from our competitors . We select the best innovation for Canada based on in-depth consumer insights , so we make sure that when we launch new products , we create campaigns that truly resonate with our fans .”
Exploration is in Taco Bell ’ s DNA ; it isn ’ t afraid to take risks with its innovation and campaigns . To insert itself into the cultural conversations that consumers value , it uses some
46 October 2017