why they should enter the business in Turkei?

1. TACO - BELL
Pelin KURTMEN
Ali BARAN
Ünal Tan ÖZÇELİK

2. Brief History
 Taco Bell was founded by Glen William Bell in 1962
 He was a US Marine who served in the US marine corps
during World War II
 He started selling 19 cent tacos out of a side window
 He opened four restaurants named El Tacos and sold them
to his partner
 Later he opened Taco Bell in 1962, which was franchised
in 1964
 In 1970, Taco Bell went public with 325 restaurants.

3. Brief History
 In 1997 it was spun off along with Pepsi’s other fast food
restaurant holdings as Tricon Global Restaurants.
 In 1997 the regular Taco Bell menu, Border Bell offered Mexican-
inspired items like those available from Chevys Fresh Mex
restaurants (owned by PepsiCo).
 In 1978 the entire chain was taken over by PepsiCo.
 Taco Bell began co-branding with KFC in 1995, The chain has
since co-branded with Pizza Hut and Long John Silver's as well.
 In 2002, Tricon became Yum! Brands

4. Who is Taco Bell?
– Taco Bell is an American chain of fast-food
restaurants who serves Mexican foods.

5. Stats about Taco Bell
– 2 billion customers each year
– In more than 5,800 restaurants in the U.S.
– $2 billion revenue each year
– 175.000 employees
– Appx. 80 percent of which are owned and operated
by independent franchisees.

6. Business Model
 Low cost operation
 Franchising leads fast start-up and thus, they
will create strong brand awareness.
 New product developments
 Limited time offer promotions

7. International
 Australia  Philippines
 Canada
 Russia
 Chile
 Saudi Arabia
 China
 Cyprus  Singapore
 Greece  Spain
 Iceland
 South Korea
 India
 United Arab Emirates
 Mexico
 United Kingdom

8. What they serve?
 They serve a variety of Mexican foods
including
– tacos
– burritos
– quesadillas
– nachos
– specialities,

9. Taco
can be made with including accompanied by garnishes
such as
– beef,
 salsa,
– pork,
 avocado or guacamole,
– chicken,  cilantro,
– seafood,  tomatoes,
– Vegetables,  minced meat,
 Onions,
– cheese,
 Lettuce,

10. Burritos
 It consists of a wheat flour tortilla wrapped
or folded into a roughly cylindrical shape to
completely enclose a filling.

11. Gortidas
 is a flour tortilla or a corn tortilla filled with
a savoury mixture containing cheese and
other ingredients, and vegetables…

12. Nachos
 It can be either made quickly to serve as
a snack or prepared with more ingredients to
make a full meal.
 nachos are tortilla chips (totopos) covered in
nacho cheese or shredded cheese
and/or salsa.

13. Specialities
 Nutritional species combined by your
preferences.

14. TACO BELL’S RETAILING MIX
Customer
Location
Service
Store Design
Retail Merchandise
And Display
Assortment
Strategy
Communication
Pricing
Mix

15. Location Strategy
 Shopping malls
 Convenience stores
 Truck stops
 Drive thru
 Streets
 Airports

16. In Turkey, where should it
positioned
 We should position Taco Bell stores as like
fast food chains. So,
– Shopping malls
– Taksim Square
– Bağdat Street
– Near to metro exits places
– Airports

17. Assortment Strategy
 Large Number
of Categories
 Many Items
in Each Category

18. Pricing
 Low cost

19. Communication Mix
Tv ads,
Viral videos
Celebrity using
in ads
flutter flags in
Streets
Sponsorships, & brand relevant
promotions in events
window clings

20. Store Design and Display
 Colorful store design  Mexican-style
 Latin decoration  Latin Music

21. Customer Service
 point-of-purchase
 there is no home
service
 7/24 open drive-thru

22. Suggestions
 In Turkey, There are three preferences to
order which are buying in stores, eating in
stores or order online
 Drive thru is not very popular in Turkey, thus
we should use as costumer service online
and shoppings such as yemeksepeti.com

23. Cultural Taste Similarity
 Tend to eat spicy food
 garlics, onions, tomatoes, papriko
 Turkish people like to try differents
 Turkish people likes meat

24. Possible Rivals
 All kinds of fast food chain stores
 Such as;
- Mc Donald’s
- Pizza Hut
- Arby’s
- KFC
- Popeye’s
- Burger King

25. Why Taco Bell’s different than other fast
food restaurants?
SEMIOTICS
 Mexican music and dance
Mariachis, Mexican Hat dance – Jarabe Tapatio, Latin ball
room dancing
Exotic Beverages– agua fresca
Latin music
Latin cuisine

26. Thank You For Listening Us 