Taco Bell(R) announced today that its signature hot sauce will show off a new fiery side with "saucy" sayings printed on the outside of each packet. The humorous "sauce-isms" are part of a quality upgrade including bolder packaging, updated uniforms and a great tasting new offer -- the 99-cent Cheesy Bean & Rice Burrito.
"Delivering on our 'Bold Choice' brand promise is a goal in everything we do," said Greg Creed, chief marketing officer, Taco Bell Corp. "The new packaging and menu items are part of an ongoing quality initiative to reach our customers in bold, relevant ways."
"Saucy" Sayings
The new hot sauce packaging will launch with 15 different phrases on "mild," "hot," and "fire" packets. Each sauce-ism pokes fun at reality, and includes statements like "Single Fire sauce seeking friendship, maybe more." The sauce packets are available at Taco Bell(R) restaurants for no extra cost.
Bolder Packaging
Taco Bell restaurants nationwide will feature all new packaging, from beverage cups to carryout bags. Using eye-catching graphics and the Taco Bell signature "corn yellow" color, the new packaging is designed to express the bold flavors at Taco Bell and extend the brand to each menu item. Also as part of the packaging upgrade, the Nacho Supreme and Enchirito(R) products will be served in more portable plastic black trays with clear lids.
Updated Uniforms
New uniforms mark another important step in reinforcing the company's dynamic brand personality. Restaurant employees nationwide will wear updated, casual uniforms designed by BARCO of California. Made with fabrics that have been engineered for the foodservice environment, the uniforms include sporty polo shirts and traditional looks with contemporary shape and color. Shirts are offered in a choice of black, purple or white, with baseball hats and casual pants finishing the overall look.
Cheesy Bean & Rice Burrito
The new look for Taco Bell also comes with a new taste. Taco Bell debuted 2004 with the delicious new 99-cent Cheesy Bean & Rice Burrito, a half-pound(a) burrito loaded with three melted cheeses, seasoned rice and beans, freshly prepared Fiesta Salsa, and Zesty Sauce. The product is a limited time offer, available at participating Taco Bell(R) restaurants through Feb. 1, 2004.
Taco Bell Corp., a subsidiary of Tricon Global Restaurants Inc. (NYSE:YUM), is the nation's leading Mexican-style quick service restaurant chain serving tacos, burritos, signature Chalupas and Gorditas, nachos and other specialty items. Taco Bell serves over 35 million consumers each week in nearly 6,700 restaurants in the United States.
(a)Based on average weight. Individual product weights necessarily vary.
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