Taco Bell

Taco Bell Corp.
	File:Taco Bell logo 2016.svg Logo used since 2016
Company type	Division
Industry	Fast food
Founded	July 6, 1962; 64 years ago in Downey, California, U.S.
Founder	Glen Bell
Headquarters	Irvine, California, United States
Area served	Worldwide (North America, Asia, Europe, Latin America)
Key people	Julie Felss Masino (Brand President), Liz Williams (International President)
Products	Mexican-inspired fast food (tacos, burritos, quesadillas, specialty items)
Owner	Yum! Brands, Inc.
Parent	Yum! Brands, Inc.
Website	www.tacobell.com

Taco Bell Corp. is a global American fast-food enterprise established in 1962 by businessman Glen Bell in Downey, California. Operating as a division of Yum! Brands, Inc., Taco Bell's menu centers on Mexican-inspired dishes such as tacos, burritos, quesadillas, along with specialty items and affordable value selections. By 2023, the chain manages 8,212 outlets worldwide, serving upwards of 2 billion patrons annually, with more than 94% of its establishments owned by independent franchisees and license holders.

In 1978, PepsiCo purchased Taco Bell before divesting its restaurant operations as Tricon Global Restaurants, which was later renamed Yum! Brands.

Key Executives and Headquarters

The corporate headquarters of Taco Bell is situated at 1 Glen Bell Way in Irvine, California. Leading the company are Brand President Julie Felss Masino and International President Liz Williams, who are responsible for overseeing global operations and driving growth initiatives.

Financial Performance and Business Model

Taco Bell reported revenues totaling $1.988 billion in 2015. The company’s growth strategy primarily relies on franchising to expand its footprint and increase market penetration across regions including North America, Asia, Europe, and Latin America.

Products and Market Strategy

Focusing on innovative Mexican-inspired fast food offerings tailored to changing consumer tastes, Taco Bell’s product lineup is supported by strategic emphasis on menu development and digital engagement to sustain its competitive position within the fast-food sector.

History

Entrepreneur Glen Bell founded Taco Bell after initially operating a hot dog stand named Bell's Drive-In in San Bernardino, California starting in 1948. Influenced by the hard-shell tacos served at the nearby Mitla Cafe, Bell reverse-engineered their recipe with consent from the owners and head chef Gloria Hoyle, who instructed him on their Dorado taco style. He launched his inaugural taco stand in 1951. The brand underwent name changes from Taco-Tia and El Taco before adopting the Taco Bell identity.

The first official Taco Bell restaurant opened on July 6, 1962, located at 7112 Firestone Boulevard in Downey, California. This initial 400-square-foot mission-style building featured a walk-up window offering tacos, burritos, tostadas, chiliburgers, and frijoles priced at 19 cents each. Although this original site closed in 1986, it was preserved and relocated to Taco Bell's corporate headquarters in Irvine as "Taco Bell Numero Uno." A newer outlet has operated across the street in Downey since 1996. The longest continuously operating location is store #40400 in Long Beach, CA, which opened on August 7, 1962.

In 1964, former law enforcement officer Kermit Bekke became the chain’s first franchisee with a store in Torrance, California. By January 1967, Taco Bell marked its 100th restaurant opening in Anaheim. The first establishment east of the Mississippi River launched in Springfield, Ohio, during September 1968. Initially offering only walk-up service, indoor seating was introduced starting in 1968 and drive-thru service began by 1980. As of 2025, seven original mission-style Taco Bells continue to operate across California and Colorado.

A mission-style location opened in Honolulu in April 1976 and underwent remodeling in 2024. Another site in Scottsdale, Arizona (opened around July 1966) closed in April 2025. Several former mission-style outlets have been converted into other Mexican fast-food restaurants. By 1970, Taco Bell had gone public with a total of 325 restaurants.

The corporate headquarters relocated multiple times before settling at 17901 Von Karman Avenue in Irvine in 1976.

PepsiCo Ownership

In 1978, PepsiCo purchased Taco Bell from its original creator, Glen Bell. During the 1980s, Taco Bell pursued rapid growth by acquiring and transforming multiple regional fast-food brands such as Taco Charley (1982), Pup 'N' Taco (1984), and Zantigo (1986). These acquisitions resulted in the closure of numerous initial Taco Bell outlets and a repositioning toward a more mainstream brand identity by 1984. In 1990, the company acquired Hot 'n Now but divested it by 1997.

The introduction of the first Taco Bell Express occurred in 1991, focusing on locations within convenience stores, truck stops, malls, and airports to broaden market reach. Starting in 1995, Taco Bell became a pioneer in co-branding by partnering with KFC, later extending collaborations to Pizza Hut and Long John Silver's to enhance global operational efficiency and expand market penetration.

In 1997, PepsiCo tested the "fresh grill" concept via Border Bell restaurants; however, these were eventually converted into standard Taco Bell outlets as part of a streamlined business approach before the restaurant division was spun off.

A significant setback took place in September 2000 when up to $50 million worth of Taco Bell-branded taco shells were recalled after contamination with StarLink genetically modified corn—approved solely for animal feed—was detected. This marked the first-ever recall involving genetically engineered food and culminated in a $60 million settlement benefiting franchisees without adversely affecting Tricon Global Restaurants' financial health.

Overall, this period illustrates Taco Bell's strategic focus on acquisitions, brand transformation, co-branding efforts, and effective handling of industry crises.

Yum! Brands Ownership

In 1997, PepsiCo separated Taco Bell along with other chains into a new entity named Tricon Global Restaurants. Following the acquisition of Yorkshire Global Restaurants—which owned A&W and Long John Silver's—Tricon rebranded itself as Yum! Brands in May 2002.

By 2005, Taco Bell and Yum! Brands forged a groundbreaking agreement with the Coalition of Immokalee Workers aimed at improving wages and working conditions for tomato harvesters in Florida, reflecting enhanced corporate social responsibility within their supply chain.

Taco Bell ventured into fast-casual and urban markets through U.S. Taco Co. and Urban Taproom in 2014 to respond to competitive pressures from brands like Chipotle. U.S. Taco Co. ceased operations in 2015 to concentrate efforts on the Taco Bell Cantina concept, which features distinctive menu offerings alongside alcohol service. The inaugural Cantina launched in Chicago, followed by openings in San Francisco and a flagship 24-hour location on the Las Vegas Strip that includes a DJ and event hosting capabilities such as weddings. By 2020, multiple Cantina venues were operating across U.S. cities with plans underway for suburban expansion.

In 2016, Taco Bell experimented with an AI-powered ordering bot via Slack to streamline delivery requests, showcasing innovation in digital customer interaction.

The brand also extended its presence into retail markets by launching bottled hot sauces (2014), tortilla chips (2018), and shredded cheese (2019), capitalizing on its strong brand recognition beyond restaurant settings.

Experiential marketing efforts included the 2016 VR Arcade pop-up in New York City and a shipping container restaurant concept initially introduced at South by Southwest; this was later established permanently in Southern California offering a full menu but limited seating capacity.

Taco Bell announced intentions to open 300 additional urban and Cantina-style restaurants by 2022, including 50 locations throughout New York City's boroughs to bolster market share within key metropolitan areas.

In 2019, the brand hosted a pop-up hotel event that sold out rapidly, demonstrating high consumer engagement.

Finally, Taco Bell reaffirmed its commitment to maintain its corporate headquarters in Irvine through at least 2030, emphasizing organizational stability.

Menu and advertising

Taco Bell's initial television advertisements premiered in 1968, featuring personalities such as Mel Blanc, Pat Harrington, and Bob Barker. In 1992, Johnny Cash appeared in a commercial highlighting the value menu. The company refreshed its logo in 1993 and participated in product placement for the movie Demolition Man.

In 2000, Taco Bell released Taco Bell: Tasty Temple Challenge, a DOS-based 3D action shooter advergame showcasing its products. The following year, the brand launched a notable promotion tied to the Mir space station's re-entry, promising free tacos if debris struck a floating target; however, no debris hit the designated area.

A franchise owner secured naming rights to Boise State University's arena in 2004, renaming it Taco Bell Arena. That same year, Mountain Dew Baja Blast was exclusively introduced at Taco Bell outlets. The Crunchwrap Supreme made its debut as a limited-time offering in 2005 before becoming a permanent menu item in 2006.

The "Steal a Base, Steal a Taco" campaign started during the 2007 World Series, granting free tacos nationwide whenever a base was stolen—a feat achieved that year and repeated annually thereafter. Taco Bell has also partnered with NBA teams including the Portland Trail Blazers and Cleveland Cavaliers to sponsor promotional events.

In 2009, Taco Bell aired its first advertisements in movie theaters and replaced McDonald's as the NBA's official fast-food partner through a four-year agreement featuring multi-network campaigns and promotions. That year also introduced commercials starring Snowball, a dancing cockatoo, promoting frozen beverages.

When confronted with a lawsuit in 2011 regarding beef filling claims, Taco Bell invested over $3 million into advertising efforts emphasizing product authenticity through print media and social platforms. Although the lawsuit was eventually dropped, some experts critiqued the brand’s assertive public relations approach.

In 2012, Taco Bell collaborated with Frito-Lay to launch Doritos Locos Tacos featuring Nacho Cheese shells and rolled out Mountain Dew A.M., a combination of Mountain Dew and orange juice. The "Cantina Menu," developed by celebrity chef Lorena Garcia with more upscale options, was piloted in select locations.

The Cool Ranch Doritos Taco arrived in March 2013 despite encountering distribution challenges. Later that year, Taco Bell discontinued kids' meals across U.S. outlets while expanding breakfast item trials such as the Waffle Taco to additional markets. The breakfast menu officially launched in March 2014 with offerings like the A.M. Crunchwrap and Cinnabon Delights.

Taco Bell’s breakfast marketing campaigns frequently targeted competitors like McDonald's through humorous ads spotlighting their "outdated muffins." Limited-time beverages such as the Pink Strawberry Starburst Freeze debuted in 2014 and returned in 2016. In October 2015, the company introduced a certified vegetarian menu.

In 2016, new items including Cheetos Burritos were tested alongside the Airheads Freeze drink and the Cheddar Habanero Quesarito. By April 2017, Taco Bell trialed the Naked Breakfast Taco featuring a fried egg as its shell.

The Naked Chicken Chalupa and Naked Chicken Chips were launched in 2017. That year also included a brief collaboration with Lyft offering "Taco Mode" rides within Orange County. In September 2018, National Taco Day celebrations expanded to 20 countries, highlighting Taco Bell’s international presence.

Advertising expenditures nearly doubled to $64 million by January 2019. A fall menu overhaul took place later that year. In July 2020, the Grilled Cheese Burrito was introduced as a recurring limited-time offering.

Adjusting operations amid the COVID-19 pandemic, potatoes returned to the menu in January 2021 alongside plans to broaden vegetarian selections using Beyond Meat products. Environmental efforts included teaming up with TerraCycle to recycle hot sauce packets.

The Crispy Chicken Sandwich Taco was launched in August 2021. In January 2022, Taco Bell rolled out the Taco Lover's Pass subscription via its app, enabling daily taco orders for $10 over a month-long period. The Mexican Pizza returned to menus in May 2022 after being discontinued at the end of 2020.

Between July and August 2022, filmmaker Sam Reid conducted a highly publicized experiment consuming only Taco Bell for 30 days, generating extensive media attention and engagement with company executives following completion.

In 2023, Taco Bell test-marketed a vegan version of the Crunchwrap Supreme across Los Angeles, New York City, and Orlando to assess potential for national release; reviews noted minimal flavor differences compared to the original item.

Dollar Cravings

On August 18, 2014, Taco Bell introduced the Dollar Cravings value menu, which took the place of the former Why Pay More menu. This lineup offered thirteen items each priced at one dollar, designed to increase market share through attractive pricing. Following some adjustments in pricing, the menu was rebranded as the "Cravings Value Menu." In April 2019, Taco Bell added a "loaded nacho taco" for one dollar, broadening its value selection. By January 2024, the menu contained 10 items, demonstrating a continued focus on appealing to budget-minded customers and fostering business expansion.

Discontinued menu items

Among Taco Bell's initial offerings from 1962 was the Chiliburger, which was renamed Bell Burger in 1969 and later Bell Beefer in 1979. This sandwich consisted of taco-seasoned loose ground beef with mild red sauce, shredded lettuce, and chopped onions on a steamed bun; cheese and tomato were incorporated subsequently. The Bell Beefer was phased out around 1986 to concentrate on a more conventional Tex-Mex-inspired menu.

Additional discontinued products include the Enchirito (a name that was reused later), Taco Lite, Taco Grande, Chilito, Beefy Crunch Burrito, Beefy Melt Burrito, Seafood Salad, Chicken Fiesta Burrito, Potatorito, Volcano Taco, BLT Taco, Cheesarito, Cinnamon Crispas, Nacho Crunch Grilled Stuft Burrito, Chicken Caesar Grilled Stuft Burrito, Grilled Stuft Nacho, Fully Loaded Nachos, Crunchwrap Sliders, Blackjack Taco, Bean Burrito Especial, Border Ices, and Meximelt.

In September 2019, Taco Bell simplified its menu by removing items such as the Beefy Mini Quesadilla; Chips and Salsa; Chipotle Chicken Loaded Griller; Double Decker Taco; Cool Ranch and Fiery Doritos Locos Tacos; Double Tostada; Power Menu Burrito; and XXL Grilled Stuft Burrito.

By August 2020, due to operational changes prompted by the COVID-19 pandemic, further cuts were made including the Grilled Steak Soft Taco; 7-Layer Burrito; Nachos Supreme; Beefy Fritos Burrito; Spicy Tostada; Triple Layer Nachos; Cheesy Fiesta Potatoes; Loaded Grillers (Cheesy Potato and Beefy Nacho); Chips & Dips; and Mini Skillet Bowl.

International operations

From 2010 through 2023, Taco Bell's global footprint expanded steadily from 5,896 to 8,564 locations worldwide.

China

Taco Bell initially entered the Chinese market in 2003 with a flagship restaurant located in Shanghai's People's Square but closed its first outlets by 2008. The brand reemerged in late 2016 with a new store opening in Shanghai’s Pudong area. As of March 2024, there are 90 Taco Bell locations operating across China as Yum! Brands intensifies efforts to grow its fast-food presence in this market.

India

The inaugural Taco Bell in India debuted in Bangalore’s Mantri Square mall in 2010. By May 2019, an exclusive national master franchise agreement was signed with Burman Hospitality, which operated 35 stores at that point. Yum! Brands has ambitious plans for India’s market with a goal to open 600 additional Taco Bell outlets by 2029 to capitalize on the expanding fast-food demand.

Indonesia

Taco Bell inaugurated its debut Indonesian outlet in South Jakarta on December 18, 2020. By 2022, the brand had grown to four establishments, all situated in Jakarta, marking its initial foray into the expanding fast-food sector of Southeast Asia.

Malaysia

The chain launched its inaugural Malaysian location in Cyberjaya, Sepang on April 2, 2021. Expansion followed with new venues in Bandar Sri Permaisuri, Kuala Lumpur, Tropicana Gardens Mall, and Setiawangsa. By early 2022, Taco Bell’s presence extended to Wangsa Maju, Sunway Pyramid, and Puchong, totaling 13 outlets throughout the Klang Valley area, demonstrating a focused effort to penetrate Malaysia’s metropolitan markets.

Japan

During the 1980s, Taco Bell operated in both Tokyo and Nagoya but eventually ceased operations after several years. After a period limited to serving locations on United States Forces Japan bases, the brand re-entered Japan’s general market in 2015 by opening a store in Shibuya, Tokyo. The menu incorporated localized offerings such as "Taco rice" and "Shrimp and avocado burrito," reflecting a tailored approach to meet Japanese consumer tastes.

Philippines

The first Taco Bell in the Philippines opened its doors in October 2004 at Gateway Mall in Cubao, Quezon City. By 2023, multiple outlets operate across Manila and Quezon City, underscoring the brand’s enduring footprint within this vital Southeast Asian market.

Singapore

Taco Bell’s presence in Singapore was primarily through joint operations with KFC at locations like Funan Digital Life Mall. Nevertheless, the company fully exited Singapore’s competitive landscape in 2008.

South Korea

Two Taco Bell restaurants are located in Seoul’s Itaewon and Hongdae neighborhoods, areas popular among international visitors and university students. These branches opened during summer 2010, extending beyond the U.S. Army’s Yongsan Garrison base where Taco Bell was previously accessible only to military personnel.

Sri Lanka

Taco Bell entered Sri Lanka’s market in July 2017 with a Colombo outlet, marking its expansion into South Asia and aiming to capture growing demand for global fast-food brands.

Thailand

The company operates locations in both Bangkok and Pattaya.

Bosnia and Herzegovina

The first Taco Bell restaurant launched on October 17, 2024, in Ilidža near Sarajevo, followed by a second site opening within Sarajevo City Center by December 2024.

Cyprus

Taco Bell made its Cyprus debut in December 2009 with a store at MY MALL Limassol in Limassol. Additional outlets have since been established in Paphos, Nicosia, and Larnaca.

Finland

On June 15, 2017, Finnish foodservice company Restel announced plans to introduce Taco Bell to Finland as part of a strategic move into the Nordic region. The first restaurant opened centrally in Helsinki on November 9, 2017, followed by new locations at Sello and Iso Omena malls in Espoo later that month. Finland became the pioneer country to offer pulled oats—a plant-based meat alternative—on its menu, aligning with shifting consumer trends. By 2019, Taco Bell expanded beyond Helsinki to cities like Lappeenranta and Turku, adding an outlet in Oulu by July 2021. As of November 2022, Finland hosts sixteen Taco Bell restaurants, mainly concentrated around the Helsinki metropolitan area.

Germany

Taco Bell had initially set plans to open its first outlet in Berlin by mid-2024, with franchise partner İş Holding (ISH) targeting the establishment of 100 to 150 restaurants over a five-year period. However, the opening was postponed to summer 2025 and ultimately canceled in May 2025 when Yum! Brands ended its franchise agreement with ISH due to operational challenges faced in both Germany and Turkey. Meanwhile, KFC and Pizza Hut operations in Germany were unaffected, having been reassigned directly to Yum! management.

Gibraltar

Gibraltar welcomed its first and only Taco Bell location in 2024.

Ireland

In May 2025, Taco Bell revealed plans to enter the Irish market through a collaboration with Applegreen, aiming to launch its inaugural restaurant in summer 2025, accompanied by intentions for further expansion.

Netherlands

Taco Bell made its debut in the Netherlands in 2017, starting with a restaurant in Eindhoven, followed by openings in Tilburg and Breda. By January 2024, the chain had inaugurated its tenth site in Leidsche Rijn, Utrecht, distinguished as the world’s first Taco Bell to incorporate battery storage technology for energy management.

Portugal

Since entering Portugal in 2019, Taco Bell expanded to operate 11 locations nationwide by 2021, playing a role in generating employment opportunities locally.

Romania

The brand launched its initial Romanian outlet in Bucharest on October 12, 2017, and expanded to 16 stores across the country by the conclusion of 2024.

Spain

Spain stands as Taco Bell’s largest European market, featuring 119 outlets as of early 2024—more than tripling from the 32 locations recorded in 2017. These establishments are distributed across mainland cities as well as Mallorca and the Canary Islands. The very first Taco Bell opened at Naval Station Rota in 2004 but was restricted to authorized personnel only. The first publicly accessible restaurant commenced operations at Madrid’s Islazul Shopping Mall in December 2008. Starting in 2009, Yum! Brands pursued broader expansion efforts throughout Spain as part of its wider European growth strategy.

United Kingdom

The United Kingdom was the pioneer European country for Taco Bell, launching its first store on Coventry Street in London back in 1986, followed by additional outlets at Earl's Court and Uxbridge, all of which closed by the mid-1990s. In 1994, food service company Compass Group opened a single Taco Bell location at Birmingham University, which subsequently ceased operations. Afterward, only two branches remained, located on RAF Mildenhall and RAF Lakenheath military bases and accessible solely to service personnel.

In the late 2000s, Yum! Brands announced a strategic re-entry into the UK market for Taco Bell, leveraging rising fast food demand following the recession and growing interest in Mexican cuisine. The relaunch commenced with a store at Lakeside Shopping Centre in Essex in June 2010, followed by openings in Basildon and Manchester. By August 2017, Taco Bell operated 17 outlets across England and expanded into Scotland with a Glasgow branch opening in December that year. As of June 2019, there were 39 UK locations including three situated in London. The brand introduced Doritos Locos Tacos to the UK menu in October 2019.

The first store in Wales launched in Cardiff during March 2020. In November 2021, Taco Bell reached its 77th UK location by returning to the Midlands with an outlet at Sutton Coldfield, Birmingham. By August 2022, the company expanded into Devon with a new restaurant in Torquay alongside an existing Plymouth site. As of 2024, over 130 Taco Bell restaurants operate throughout the UK.

This expansion exemplifies Yum! Brands’ successful approach focused on increasing market presence through carefully selected product offerings and strategic placement within key regions across the United Kingdom.

Middle East

Taco Bell made its debut in the United Arab Emirates in November 2008, opening a store within the Dubai Mall in Dubai. Although plans were made to establish a fourth outlet at Bawadi Mall in Al Ain, all UAE branches—including those at Dubai Mall, Deira City Centre, and Mirdif City Centre—have since ceased operations as the brand withdrew from the Emirati market. Nevertheless, Taco Bell continues to operate in Kuwait, where it maintains a consistent presence through a franchise partnership with Kout Food Group.

Canada

Since its introduction to Canada in 1979 with the first restaurant in Windsor, Ontario, Taco Bell has expanded across seven provinces: British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, New Brunswick, and Nova Scotia. The company exited the Quebec market in January 2022 after nearly a decade and a half of service. Canadian outlets have been notable for offering distinct features such as draft beer and complimentary soda refills.

On March 31, 2011, Priszm Income Fund—the proprietor of Taco Bell Canada—sought bankruptcy protection in Ontario and British Columbia. This financial distress led to Priszm’s removal from the Toronto Stock Exchange on May 6, 2011, due to non-compliance with listing standards. Consequently, multiple Canadian locations were shuttered, including restaurants in Guelph, Hamilton, and Cambridge, Ontario.

Australia

Taco Bell first entered the Australian market in September 1981 but encountered a legal challenge from a local establishment named "Taco Bell's Casa," which alleged brand confusion and prompted a name change. After relaunching in 1997 and expanding through co-branded KFC outlets, Taco Bell withdrew from Australia by 2005.

In 2017, Collins Foods revealed plans for Taco Bell’s re-entry into Australia by converting a former Sizzler site into a new store located in Brisbane’s Annerley suburb. By 2018, Collins Foods had secured an agreement with Yum! Brands to develop over 50 Taco Bell restaurants nationwide between 2019 and 2021. A trademark dispute with Victoria-based Taco Bill was resolved in February 2020.

As of February 2024, Taco Bell operates 39 restaurants across Australia: 12 in New South Wales, 13 in Queensland, nine in Victoria, and four in Western Australia. Expansion efforts are targeting Canberra, the Central Coast, Port Macquarie, and Toowoomba. However, both Cairns and Townsville locations in North Queensland were closed in November 2022. In April 2025, Collins Foods announced its decision to exit the Australian market.

This period marks a strategic evolution for Taco Bell’s Australian operations, emphasizing targeted market entry and growth driven by partnerships under Collins Foods’ management.

New Zealand

Taco Bell opened its inaugural New Zealand branch on November 12, 2019, situated in New Lynn, Auckland. By January 2023, the chain had expanded to 14 restaurants nationwide—10 on the North Island and four on the South Island. Major markets include Auckland (7 outlets), Christchurch (3), alongside individual locations in Dunedin, Rotorua, Taupiri, and Wellington. Additionally, two airport venues operate at Auckland and Christchurch Airports.

United States Territories

Taco Bell operates multiple outlets in Guam and maintains a single location in Saipan, part of the Northern Mariana Islands. In 2005, the company announced intentions to establish a restaurant in Pago Pago, American Samoa. Additionally, Taco Bell has a presence in Puerto Rico through various stores.

South America

In Brazil, Taco Bell has established restaurants in cities such as São Paulo, Campinas, Rio de Janeiro, and Brasília. Within Chile, the majority of Taco Bell locations are found inside shopping centers in Santiago, often sharing space with Pizza Hut. Lima hosts several Taco Bell branches in Peru.

Previously, the chain had four restaurants in Bogotá, Colombia, which were shuttered by the end of 2018. Taco Bell was active in Ecuador from 1993 until 2009 and has plans to reintroduce its brand to the Quito market by 2025.

Additional Countries

Taco Bell’s footprint extends to the Dominican Republic, Aruba, Costa Rica, Panama, and Portugal.

Greece

The debut Taco Bell in Greece launched at Athens Metro Mall on November 30, 2010. However, this location closed in August 2012 as the company exited the Greek market amid economic recession.

Iceland

Taco Bell began operations in Iceland within a KFC outlet located in Hafnarfjörður, near Reykjavík, starting late 2006 following the departure of the U.S. Navy from Naval Air Station Keflavik. A second venue opened in Reykjavík’s Ártúnshöfði district in November 2008. The Hafnarfjörður site ceased operations in late 2023.

Mexico

Taco Bell made two attempts to penetrate the Mexican market. The initial launch was in Mexico City in 1992 but all restaurants closed within two years. The brand re-entered Monterrey in 2007 with an American-style menu but discontinued service by 2010 due to insufficient customer demand.

Poland

The first Taco Bell establishment opened in Poland in 1993 followed by rapid expansion efforts; nevertheless, the company withdrew from this market shortly after.

Russia

During the early 1990s, PepsiCo managed several Taco Bell outlets inside Moscow Metro stations. This venture lasted only a few years before these locations were sold off and rebranded under different ownership.

Military Installations

The Army & Air Force Exchange Service (AAFES) runs Taco Bell restaurants on military bases located in Bahrain, El Salvador, Germany, Guatemala, Iraq, Italy, and Kosovo. These facilities cater primarily to service members and enhance Taco Bell’s international reach through strategic collaborations.

Animal Welfare

Taco Bell adheres to the animal welfare policies established by its parent company, Yum! Brands.

In 2016, the chain stopped sourcing eggs from hens confined to battery cages for all its U.S.-based restaurants.

By 2024, Taco Bell pledged to release progress benchmarks aimed at eliminating gestation crates from pork supply chains by year-end; however, these reports were not made public.

Apparel Collection

In 2017, Forever 21 collaborated with Taco Bell to introduce a limited-edition apparel line that included branded T-shirts, sweatshirts, and bodysuits designed to resemble Border Sauce packets.

Expanding its merchandise offerings further, Taco Bell launched Taco Bell's Taco Shop online store in November 2019 featuring branded items such as hoodies, tees, holiday decorations, inflatable sauce packet replicas, and wedding-themed products.

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