Advertising Age Article Abstract
Taco Bell Grapples With Its Hispanic Conundrum
Chain Struggles to Attract Latino Demographic; Analysts Claim the Problem Is the Product
CHICAGO (AdAge.com) -- Taco Bell's fast-food version of Mexican food isn't playing very well with Hispanics, who contributed just a half-percent to the company's same-store-sales gain of 7% in 2005, despite making up 20% of Taco Bell's core 18-to-34-year-old target market. Now, as the definition of the average American increasingly includes Spanish-speaking consumers, the Yum Brands chain plans to boost its Spanish-language marketing. ...