Tex-Mex Without Regret
Taco Bueno’s core customer base was slowly aging and eating less and less fast food. Not to mention, Taco Bell was dominating the Tex-Mex QSR playing field. But, we did find there was a significant drop off of Taco Bell guests at around 23 years of age—even though they were still consuming fast food. We redirected our focus on reaching and persuading millennials who were ‘graduating’ from Taco Bell to come try Taco Bueno. Thanks, Taco Bell.
Next, we had to figure out how to grab the attention of said millennials. We decided to remind them of “Taco Hell”. Guests of other Tex-Mex fast food joints, like Taco Bell, know the feeling all too well: they enjoy the food, but they’re quickly greeted with an upset stomach, resulting in an instant moment of remorse.
On the other side of the coin, we knew Taco Bueno’s food satisfied cravings, and left consumers feeling great because it wasn't poured out of a plastic bag, it was made with fresh ingredients. This insight led us to a key message that we knew would connect: real Tex-Mex you can feel good about eating.
