Taco Bell to play low-price point USP

BANGALORE: Mexican Tortilla chain Taco Bell is aggressively being positionied by parent company Yum! Restaurants (India) as the lowest-priced international food chain in India. Since Yum! successfully operates KFC and Pizza Hut in India, the volumes of these businesses enable it to extend the supplier’s product range to Taco Bell.

“This is an advantage and given that we are here for the longterm, we see the possibility of sustainably passing it on to consumers through lower prices,” general manager Taco Bell, Ashok Bajpai said.

Taco Bell contributes around 66% of Yum Brands’ profits globally and is being targeted at the Indian youth. But unlike KFC, Taco Bell is priced significantly lower (between Rs 18 and Rs 79) and has not Indianised its menu besides including ingredients such as paneer in mexican flavours. “Taco Bell thinks out of the bun. Not only do we offer larger quantities than competitors but have also equally divided our menu in terms of vegetarian and non vegetarian options,” Mr Bajpai said.

International markets account for around 50% of Yum Brands’ profits globally. Taco Bell intends to grow its footprint of 300 international outlets. Even as it is undertaking a global expansion strategy, India is the only market outside of the US where the company has dedicated the largest resources and team towards making the market a success.