Taco Bell, a subsidiary of Yum! Brands, is vying to increase its brand exposure in a crowded fast-food marketplace. The company earned $1.39 billion in revenue in Q3 2018.
While impressive, that is still 3% below the previous quarter.
Taco Bell is offering attention-catching deals to attract consumer attention and create social media buzzworthy news. The company recently co-sponsored a marketing stunt with Apple. For a limited time, consumers could buy a taco for $1 if ordered through the Apple Pay app.
In a new and ambitious marketing initiative, Taco Bell is now opening a hotel and resort in California this August.
The initiative, dubbed the “Tacoasis,” by the company, will offer exclusive Taco Bell-themed experiences.
“The Bell,” as the hotel will be known, is a Taco-Bell-themed hotel and resort that will open on August 9, 2019 in Palm Springs, California.
Taco Bell branded apparel, products, and merchandise will be the supposed draw.
All rooms, meals, and even cocktails will have some kind of Taco Bell flair. Pool floaties will be in the shape of taco sauce packets. The on-site beauty salon will offer Taco Bell influenced nail art and hair styling.
The Bell is the company’s biggest marketing stunt to date to expand its brand appeal. According to Marisa Thalberg, Chief Global Brand Officer for Taco Bell, it’s all for the sake of good fun and consumer appreciation.
“The Bell stands to be the biggest expression of the Taco Bell lifestyle to date. It will be fun, colorful, flavorful and filled with more than what our fans might expect,” said Thalberg via press release.
“Also, just like some of our most sought-after food innovation, this hotel brings something entirely new for lucky fans to experience and enjoy,” added Thalberg.
Consumers can make reservation alerts for stays at The Bell now. However, Yum! Brands has not clarified how long The Bell resort and hotel will operate.
Along with The Bell, Taco Bell is making global business moves to expand its operations. In a May 23, 2019 press release, the company announced that it would build 600 franchises in India over the next decade.
The expansion is expected to create more than 20,000 jobs in India. If successful, the plan will make India Taco Bell’s second-largest business market after the United States.