Operations

Taco Bell unveils business strategy for future

Photo: Taco Bell

March 5, 2025

Taco Bell has released its plan for 2025, according to a press release.

"People love our brand because we do things differently," Sean Tresvant, CEO of Taco Bell, said in the release. "But we also mean business; we have a strong strategy that keeps our consumers and restaurant teams top of mind. The bold swings will only get bigger as we continue to chase greatness. We had an impressive year thanks to fans and team members, so we're grounding our 2025 strategy around them."

Coming off a hot 2024, Taco Bell's outstanding performance is carrying into the first quarter, with U.S. same-store sales projected to increase 8% in Q1 2025 as craveworthy new product offerings have helped accelerate momentum and boost traffic. Taco Bell will continue fueling unparalleled growth by elevating the experience across the entire business, evolving into so much more than just a quick-service restaurant brand.

By 2030, the company is aiming to accelerate U.S. by increasing annual average unit volumes from $2.2 million to $3 million. The brand also plans to Ignite international growth, with global footprint to expand from 1,150 locations as of 2024 to over 3,000 restaurants outside the U.S.

The new strategy, called R.I.N.G. The Bell stands for Relentlessly Innovative Next-Generation Growth. Taco Bell plans to

• Broaden and elevate the brand by exploring more categories for more occasions.
• Aiming for Cantina Chicken Menu items to reach $5 billion in system sales and beverages to reach $5 billion in system sales by 2030, fueled by efforts like the drinks-focused concept Live Más Café.
• Ensure 100% of transactions are enabled by digital platforms while making Taco Bell Rewards the most loved loyalty program, so every interaction is intelligently personalized no matter how the order is placed.
• Increase Taco Bell's footprint to 3,000 restaurants outside of the U.S. by 2030. The brand plans to enter nine new countries including France, Greece and South Africa, and accelerate growth in existing U.K., Spain, Australia and India markets.

"Taco Bell U.S. is one of our twin growth engines," David Gibbs, CEO of parent company Yum Brands, said in the press release. "As we grow the world's most iconic restaurant brands globally, we're confident in Taco Bell's magic formula and its ability to remain a category of one and outperform the industry."

Yum Brands, Inc., based in Louisville, Kentucky, and its subsidiaries franchise or operate a system of over 61,000 restaurants in more than 155 countries and territories under the company's concepts — Taco Bell, KFC, Pizza Hut and Habit Burger & Grill.