Few, if any, restaurant brands leverage influencers as effectively as Taco Bell.Company formation live mass live The same thing was evident at an event held in Las Vegas in February. About 300 attendees witnessed an Apple-like product showcase, but there were no parameters for how to disperse the avalanche of product news that came from that stage.
Throughout the event, creators greedily recorded and shared every bit of information provided by executives as if it were their own idea. In fact, Taco Bell has cracked the code of their co-creators, so it's not unusual for some of these ideas to be their own. This is evidenced by his new TBX program, which invites influencers who are handed his VIP passes at special events, as well as up-and-coming chefs to help reimagine signature offerings. . Taco Bell is also sharing culinary keys with startups like Beekeeper Coffee, Secret Aardvark, and Disha Hot.
It's probably no surprise that Taco Bell recently received recognition. rolling stone Thanks to its marketing ability. The publication said the chain is relevant and popular, connecting with a loyal fan base in an “authentic and irreverent way.” New CEO Sean Tresvant spent more than 15 years in leadership roles before leaving marketing giant Nike to take on the role of global chief brand and strategy officer at Taco Bell. He has built a deep bench in the QSR chain, starting with his current CMO, Taylor Montgomery. Montgomery spent six years learning the ropes at Procter & Gamble before joining Taco Bell in 2016 as senior manager of brand marketing and innovation and has worked her way up.
Now, as CMO, he is focused on three priority areas.
“One is what our brand goals are and how do we balance and perceive us as a brand – where we have been and where we want to be in five to 10 years. No. 2 is the business. What are the needs and goals of the business? No. 3 is the team,” Montgomery said. “When creativity is stimulated and everyone is pushing an idea, there is an X-factor. Sometimes you just have to follow it, even if you don't understand it.”
What Taco Bell has figured out is that it's a fan/influencer piece, and certainly a big one. In 2023, the creator economy will be a $250 billion industry; And Goldman Sachs predicts Montgomery said Taco Bell is uniquely positioned to take advantage of this collaborative environment because of its strong relationship with its fans. However, fans need a deeper connection to become influencers.
“Like any relationship, the person you love most is the one who is who they are. There are a lot of people who want to do something with us as a brand, but they don't understand our values. We just say 'no thanks' because we don't share the same view,” Montgomery said. “You have to be open, real, real, and raw. Then you start attracting others who do the same.”
Of course, Taco Bell's influencer relationships range from celebrities like Doja Cat, Dolly Parton, and Davante Adams, who run the company's subreddit pages and were named the chain's inaugural Superfan of the Year. This ranges from small followers like Blake Hundley. All of these partnerships have one clear commonality that Taco Bell is drawn to.
“We're looking for cultural rebels. They look different. They feel different,” Montgomery said. “Our influencer strategy starts with defining who we are as a brand. For us, we believe we are cultural rebels who lead and inspire others to lead in culture. Then we start looking for others to reach and inspire people, whether it's on social media or through music. [or] In the kitchen. “
Taco Bell's ultimate goal when building partnerships like this is to bring more consumers to its restaurants more often. Montgomery believes the company can do that by gaining unique perspectives and building deeper relationships with influencers, fans, and startups.
“We have to trust that others can make us better. What can we learn from them? Sometimes things get too complicated in big companies,” he says. I did. “My job as a marketer is to unleash and inspire creativity across the organization. In order to grow at the clip we want, I need to be the connector – do everything in operations, finance, digital and restaurants. You need to think about how to make it work.
“Being a marketer today is not just about having great ideas, it’s about being a connector,” he added.
Contact Alicia Kelso. [email protected]
