Taco Bell’s New Menu Improves Its Image

by Nate Wooley | October 5, 2012 11:45 am

Taco Bell’s New Menu Improves Its Image

Restaurant-goers are viewing Taco Bell (NYSE:YUM[1]) in a more positive light these days. The launch of the brand’s Cantina Bell menu, under the direction of chef Lorena Garcia, has consumers perceiving the chain as higher quality.

Since the July 5 introduction of the new menu, Taco Bell has seen a steady rise in quality perception in a survey. This significantly narrows the gap between Taco Bell and rival Chipotle Mexican Grill (NYSE:CMG[2]).

The survey, conducted by BrandIndex[3], shows the popular Mexican fast-food restaurant catching up and sometimes passing Chipotle in brand perception. In July, at the launch of the new menu, Taco Bell’s quality score was 14, while Chipotle’s stood at 32. In October, those number have changed to Taco Bell 25 and Chipotle 28. Nationally, the average quick-service restaurant score was 21.

Building on this success, Taco Bell is expanding the Cantina Bell menu with new items for the fall.

More Mexican restaurant news:

Endnotes:
  1. YUM: http://studio-5.financialcontent.com/investplace/quote?Symbol=YUM
  2. CMG: http://studio-5.financialcontent.com/investplace/quote?Symbol=CMG
  3. conducted by BrandIndex: http://www.brandindex.com/article/taco-bell-sees-quality-rise-cantina
  4. Before Laughing at Einhorn’s Taco Bell/Chipotle Theory…: http://investorplace.com/2012/10/before-laughing-at-einhorns-taco-bellchipotle-theory/
  5. Taco Bells to Get Sleek ‘Glowy’ Makeover: http://investorplace.com/2012/10/taco-bells-to-get-sleek-glowy-makeover/
  6. Taco Bell’s Upcoming Menu Moves: http://investorplace.com/2012/05/taco-bells-upcoming-menu-moves/

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