Taco Bell, Tyson partner to develop Naked Chicken Chalupa
Talk to the folks at Taco Bell and you realize that this isn’t just a Mexican quick-service restaurant (QSR) business. Instead, this Irvine, Calif., company (a subsidiary of Yum! Brands) angles to be a culturally-centric lifestyle brand with the credo: “Live Mas.” Put into words, it’s a call to live a life worth sharing and try new experiences.
Taco Bell believes its loyal consumers crave new eating experiences—although they must be expressed with Taco Bell’s unique flair. So in 2014, researchers found themselves looking for ways to convert a big trend into a new taste. At the time, they noticed there were approximately 1.8 billion servings of crispy chicken served annually at QSRs.