When asked about competing with Chipotle, Taco Bell CEO Greg Creed claims that it isn’t really a valid comparison. They’re all about selling food at a cheap price.
Speaking with QSR:
“That’s like saying Hyundai competes with BMW,” Creed says. “If you take the Hyundai analogy, they’ve got the Genesis, which I understand is a world-class car and every bit as good as a 5 Series. I think with our quality value and some of the work we’re doing on our menu, I do believe we can offer that sort of quality [as Chipotle].
“But I’m not going to pretend that we’re going to turn the brand into BMW—I don’t want to turn the brand into BMW. Hyundai sells a whole lot more cars than BMW does.”
However, Creed doesn’t think that strategy extends to Taco Bell restaurants where a revamp is underway that will upgrade the decor with new furniture, free Wi-Fi and more outlets to encourage patrons to stick around.
Taco Bell is also looking to significantly reduce the sodium content of its products. By the end of 2011, sodium will have been reduced by 33% across the entire menu. Not to worry though—Taco Bell isn’t going to far with the health kick. Let’s not forget that they are still making tacos with Doritos shells.