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What does live mass actually mean?
That’s what Taco Bell tried to answer with the fast food giant’s first Live Mass LIVE! Super Bowl 15 weekend in Las Vegas. The brand brought together social media superfans, professional athletes, media, and longtime customers to unveil new menu items, programs, and more.
“For me, live math means go for it. Live math is about living more of yourself, and when you live more, you’re not bound by anything, you’re not tied down, you just keep going. ” said Taco Bell CEO Sean Tresvant. entrepreneur. “Whether it’s in your personal life or your business life, the idea of just trying something and going for it is pretty cool.”
Taco Bell CEO Sean Tresvant speaks to the crowd on Live Más LIVE! (Taco Bell)
Taco Bell’s secret sauce (and no, we’re not talking about Diablo hot sauce) has developed a cult following, creating a community of fans that extends beyond stopping in for a late-night snack. That means I’m good at it. teeth brand.
RELATED: Why Taco Bell’s new boss says he’s ‘not a CEO in the dictionary definition’
“You have to love your customers. You have to love your consumers. I mean, you really love them,” Taco Bell CMO Taylor Montgomery said. entrepreneur. “Think about it, it’s like a relationship. When you create a brand, you have an obligation to build a relationship with your consumers just like any other relationship. You have to ask a lot of questions, listen and acknowledge. Don’t do it when you’re wrong.”
The event was livestreamed, so viewers could see the new menu items, but some in-person attendees, myself included, were able to try the entire menu. It was worth it and I have no regrets, especially about the giant Cheez-It Crunchwrap that’s already been talked about.
We spoke to Taco Bell executives about what’s next for the brand.
Yes, Crunchwraps with giant Cheez-Its will be on the menu
The Cheez-It Crunchwrap has all the ingredients of a regular Crunchwrap, including seasoned beef, nacho cheese sauce, lettuce, tomato, and sour cream, plus Cheez-It folded into 16 times the size of a regular Cheez-It cracker. ____ is inside. Please try to imagine it.
It was crunchy, cheesy, filling, and unexpectedly delicious. Only Taco Bell can do this.
Glorious Cheez-It Crunchwrap (Taco Bell)
Other notable new menu items include the Cheesy Chicken Crispanada (a cheesy chicken mix cooked in a crispy pastry crust reminiscent of mini empanadas), which hits stores February 15th, and the classic shell-crusted Crispy beef tacos, tagine crunch tacos and more. At Tajine.
It’s good to be rebellious
Whether it’s our over-the-top menu items or our unbeatable promotions, being a “rebel brand” has always been in Taco Bell’s DNA. Once you have that idea, your team may try it out.
“Taco Bell has always been a brand that zigged when other brands were zigging, and it was also a brand that wasn’t afraid of big changes,” Tresvant said. “Don’t be afraid to zigzag.”
Related: How to open a Taco Bell franchise
This leads to unexpected new partnerships. For example, the company is working on an upcoming collaboration with Salt & Straw Ice Cream, which is helping launch ice cream chocolate tacos, and Disha Hot, musician Omar Apollo’s family hot sauce recipe, is developing its own Taco Bell sauce. doing. packet.
New packs of Disha Hot Hot Sauce are coming to Taco Bell stores this year (Taco Bell)
Taco Bell doesn’t want to be just another late-night spot
The brand also announced a new five-item Cantina Chicken menu, including the Cantina Chicken Burrito and Cantina Chicken Bowl with slow-roasted chicken, reminiscent of the cooking style found in Mexican restaurants.
Introducing Cantina’s new chicken menu (Taco Bell)
“In 10 years, we hope to see us playing a bigger role, a more consistent role in consumers’ lives,” Montgomery said. “There’s no reason not to come to Taco Bell for a late night snack, lunch, breakfast, or late night. We can be all of those things. So we hope you enjoy a little bit of it. ” We will continue to deepen our relationships with our customers in the coming years. ”
RELATED: Taco Bell uses this little-known secret to maintain its top spot year after year
For Tresvant, being more than a late-night business is even bigger, and he wants to take Taco Bell to the world.
“Taco Bell has a really incredible runway in the long term. I believe it can become a strong global brand. We’re currently gaining ground internationally. ,” Tresvant said.
“We’re going to start branching out into different things like chicken nuggets, drinks and desserts,” he added. “I think the future is very, very bright. Not every brand can say that, but I truly believe that for Taco Bell, we’re going to be a global brand.”
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