Why Taco Bell Flopped in Mexico

Authored by mashed.com and submitted by bawledannephat
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One of the biggest reasons why Taco Bell flopped in Mexico is also one of the most obvious reasons: Mexico just doesn't need a fast-food version of one of their most popular local foods. In the book Tortillas: A Cultural History, historian Carlos Monsiváis said that Taco Bell's attempt to open restaurants in Mexico was "like bringing ice to the Arctic." Given the fact that the brand's first attempt to infiltrate the market only lasted for less than two years, it makes sense that, on their second try, they decided to take a completely different approach. For the 2007 expansion attempt, the slogan of the Mexican Taco Bell locations was "Taco Bell Is Something Else," which represented an effort by the brand to differentiate themselves.

This time, they came right out and Taco Bell embraced its uniquely American approach to vaguely Mexican menu items. PR director Rob Poetsch told Ad Age, "We're not trying to be authentic Mexican food, so we're not competing with taquerias." The brand was betting on the fact that value and convenience would entice customers to choose Taco Bell over a more authentic alternative.

However, not everyone familiar with the brand's inner workings believed in this strategy. Scott Montgomery, a creative officer who once worked on Taco Bell's advertising, found the very concept offensive. "We're putting up a fence so they can't get through, but we're going to push tacos through the fence. It's offensive," he said.

KradDrol on November 30th, 2020 at 03:15 UTC »

"Do you know what a chalupa is? Do you? It's a small boat! IT'S A SMALL BOAT!"

JawnCancun on November 30th, 2020 at 02:23 UTC »

Are you trying to tell me that the Cheesy Beefy Melt is not authentic??

Neo_F150 on November 30th, 2020 at 02:20 UTC »

Their tacos are too expensive here as well. My local mexican place has 3 for $5 and puts twice as much on them.