Charles Barkley can do no wrong…even when he does wrong.  And Taco Bell loves him for it.

Regardless of past gambling issues, a DUI conviction, or an equally criminal golf swing, the NBA Hall of Famer and current NBA studio analyst for TNT has proven himself to be spokesperson gold.

Many of us are familiar with his humorous T-Mobile commercials with Dwyane Wade, and from early 2010 through the 2010 NBA playoffs we were treated to his Taco Bell musings regarding the Taco Bell $5 combo meal (“That’s not so ‘turrible’ “, he famously quips with his Southern accent).

According to findings from a Sports Business Journal analysis of data from Turnkey Sports & Entertainment, Taco Bell – which signed on as an NBA partner in July ’09 – is seeing more than 22% of avid NBA fans correctly identify the restaurant as the league’s official QSR (quick service restaurant), up from 3% a year ago.  Casual fans also took note, with almost 15% correctly identifying Taco Bell as the official partner.

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In a few weeks, David Ovens will mark his third year as Taco Bell’s CMO. Ovens, who arrived from the quick-service Mex chain’s parent company (he was formerly chief marketer for Yum! Restaurants International’s Australian and New Zealand operations), also brings experience culled from outside the restaurant biz, at Unilever, Kimberly Clark and Johnson & Johnson.

Since arriving at the Bell, Ovens has been doing the seemingly impossible for a brand that brought us the Chalupa: emphasizing healthier options. His work caused a media stir earlier this year after Taco Bell introduced a customer who’d allegedly lost 54 pounds in 18 months thanks to Taco Bell’s “Fresco” menu (wonder if she tossed out her old pants, á la Jared).
AdweekMedia’s editor at large Noreen O’Leary recently caught up with Ovens to talk about how he’s been heating things up at the marketing department.

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“Taco Bell’s two dollar value meal is potentially game changing,” says Gary Stibel, Founder and CEO of the Westport, Connecticut based New England Consulting Group.

And Stibel should know because he was one of three New England Consulting Group partners who worked with Taco Bell when they were still owned by PepsiCo to create the original version of the modern day value meal (in the late 1980s).  “We were fortunate enough to have worked with Taco Bell on this project along with some of the best and brightest from both the restaurant chain and from PepsiCo corporate.”

Since then, value meals have become a mainstay of the industry, particularly during the recession.  Today, Stibel points out that “many restaurants are hooked on discount ‘heroin’ that is teaching guests very bad habits and restricting profits, particularly as the recession wanes”.

“Therefore, the two dollar meal deal could be a transitional game changer for Taco Bell.  One dollar meals drastically limit the quantity a restaurant can offer and often leave consumers wanting.  This is strategic to Taco Bell because the bullseye of their target audience is the young male who doesn’t eat restaurant food, he ‘hoovers’ it. The five dollar footlong is one of several great examples of creative marketing at a very profitable price point that provides real value to the consumer.”

And Stibel goes on to point out that “price is not a number, it’s an equation!  Whether or not consumers could buy the contents of a value meal for the same amount of money has little relevance.  What is relevant is the fact that consumers derive great value from being able to go in, order a ‘bundle’ of products and services quickly and easily, and be satisfied with what they receive for what they pay.  This is true of value meals from Taco Bell, packaged minutes from cell phone providers, triple play options from cable operators, and much more.”

In fact, Stibel attributes analogue modeling from other categories as “the spark that ignited the original Taco Bell value meal.  Ditto the original cable triple play offering over ten years ago”.

David Stone, a Managing Partner and Principal at the New England Consulting Group and the original Chief Marketing Officer of Taco Bell, points out that “one of the bases for PepsiCo’s acquisition of Taco Bell was the ability to deliver good tasting, filling foods to young men at prices that were attractive to the guest and profitable to the owner.  It is one of the strengths of Mexican food in a crowded QSR marketplace.”

Stibel goes on to point out that value is not isolated to QSR.  He specifically cites Olive Garden and Applebee’s as examples of chain restaurants who are delivering compelling value propositions at price points approaching double digits and still very profitable to the chains.”

Today, Taco Bell launched a national petition to the Federal Reserve calling on them to circulate more $2 bills to celebrate its all-new $2 Meal Deal. Consumers who crave value and enjoy the quirky nature of the $2 bill are asked to sign the petition on the “$2 Dollar Deal” tab at www.facebook.com/tacobell for Taco Bell’s “$2 Meal Deal Appeal” campaign.

The Federal Reserve prints all denominations according to demand. However, the $2 bill has not been in demand and production of the note is the lowest of U.S. paper money at less than one percent of all bills printed. The last year the $2 bill was printed was 2006. While older generations of Americans treat the $2 bill with reverence, giving them as gifts or keeping them for good luck, younger generations have yet to discover it.

The scarcity of the $2 bill in circulation and the lack of public awareness for it have inspired urban legends about its existence. The petition provides a unique way for fans of Taco Bell to be introduced to the $2 bill, or get reacquainted with it and unite in the new demand created by $2 Meal Deal. It also allows Taco Bell to engage and reward its 1.1 million Facebook fans for their continued brand loyalty.

Just three weeks after redefining value in the quick service restaurant industry (QSR) with the launch of the all-new $2 Meal Deal, Taco Bell launched the petition via a full-page letter to the Federal Reserve in today’s USA Today.

The letter reads in part, “This summer, more than ever, Americans are searching for value. Here’s our solution. Cooler than a $5. Twice as powerful as a $1. And thanks to our new $2 Meal Deal, only at Taco Bell can Americans get three items for two bucks. Which is why we’re writing to you today: Taco Bell is asking the Federal Reserve to circulate more $2 bills. As we head into the summer season, please help us better serve the American consumer by circulating more $2 bills. We’ll be happy to discuss this in-person. We’ll bring the Beefy 5-Layer Burrito, Doritos and Pepsi. You bring the Jefferson.”

“In being the first in the QSR industry to offer our customers 3 items for $2, we want to rally the nation around the new buying power of $2,” said David Ovens, Chief Marketing Officer, Taco Bell Corp., Irvine, Calif. “The petition is not only a celebration of Taco Bell redefining the meaning of value in the industry, but the value of $2.”

While other QSRs tout dollar menus and combos at around $3, Taco Bell® is breaking through the clutter and redefining value. $2 Meal Deal, the latest centerpiece of Taco Bell’s industry-leading Why Pay More® Value Menu, is available in four combinations and will include one Taco Bell item, a bag of Doritos chips and a medium soda drink. Available at participating Taco Bell locations nationwide, $2 Meal Deal has a low price that won’t break the bank and variety that consumers enjoy via four different, enticing options.

• $2 Chicken Burrito Deal with Doritos chips and a medium drink
• $2 DOUBLE DECKER® Taco Deal with Doritos chips and a medium drink
• $2 GORDITA SUPREME® Deal with Doritos chips and a medium drink
• $2 Beefy 5-Layer Burrito Deal with Doritos chips and a medium drink

The Taco Bell Foundation for Teens and the Mark Wahlberg Youth Foundation announced a two-year partnership to address America’s teen graduation crisis, where one in three students drops out of high school without receiving a diploma. Actor/Producer Mark Wahlberg will appear in a June national campaign to raise awareness and encourage support.

From June 3-15, participating Taco Bell® restaurants nationwide will invite customers to give $1 to support the Taco Bell Foundation for Teens’ “Graduate to Go” initiative. Money raised will provide local grants to organizations with a track record of empowering teens, like the Mark Wahlberg Youth Foundation and Boys & Girls Clubs of America.  For their support, customers will receive a free taco coupon.

“Through my foundation and great organizations like Boys & Girls Clubs of America, I have witnessed incredible success stories where youth programs play life-saving roles keeping at-risk teens on track,” said Mark Wahlberg. “I’m proud to team up with the Taco Bell Foundation for Teens and its Graduate to Go initiative to help more young people earn their diplomas and realize their dreams.”

Graduate To Go is a long-term effort to raise awareness of the high-school dropout crisis and encourage teens to get their diploma. The initiative funds real-world experiences, such as job training and college preparation, proven to motivate teens to stay in school.

“Our new partnership with Mark Wahlberg and his foundation is a natural fit given our shared commitment to help teens graduate to a better life,” said Bob Fulmer, Executive Director of the Taco Bell Foundation for Teens. “Our goal through the Graduate to Go initiative is to reach 100,000 teens annually through real-world experiences and help cut the high school dropout rate in half by 2018.”

The television spot takes place in a high school where Wahlberg interacts with students in a classroom, by the lockers and in a gym, reinforcing the importance of being involved.  Entitled “The Power of One,” the spot was directed by acclaimed film director David O Russell, who has worked with Wahlberg on four movies including the upcoming feature film The Fighter to be released later this year.  Wahlberg delivers startling statistics about teen dropout rates and provides a compelling message about how one person can make a difference in a teen’s life. The spot urges viewers to support the graduation initiative through the Taco Bell fundraiser. In addition to the national TV and online spot, there also are radio spots and poster displays in participating Taco Bell® restaurants nationwide.

Studies have shown that a high school diploma is the single most important factor to a teen’s future and those who drop out of school before graduation earn $9,200 less per year than those who do graduate from high school. Young people who graduate from college earn on average $1 million more during their lifetime than those who do not attend college.(1)

“Reducing the dropout rate makes sense for individual students, but it also makes strong economic sense for the nation,” said Bob Wise, president of the Alliance for Excellent Education and former governor of West Virginia. “For example, cutting the dropout rate in half in the nation’s fifty largest cities each year would result in $4.1 billion in additional earnings, 30,000 additional jobs, and $5.3 billion in economic growth. That’s an economic stimulus package that everyone should be able to get behind.”

In addition to the annual national fundraiser and local grant giving, the Taco Bell Foundation for Teens will look to partner with other like-minded groups and corporations to provide real experiences such as job training and college preparation for teens to stay engaged in school and prepare for their future.

Since 1995, the Taco Bell Foundation for Teens and its supporting programs have helped more than 500,000 teens stay in school and on the path to graduation through its national partnership with Boys & Girls Clubs of America and affiliation with other non-profit organizations. The Taco Bell Foundation for Teens is the largest teen program donor to Boys & Girls Clubs of America, giving more than $28 million to support teen programming since 1995.  In addition, the Taco Bell Foundation for Teens provides grants to other worthy programs designed to help teens stay in school and on the path to graduation. This year, the Taco Bell Foundation for Teens will distribute $1.8 million in local grants to nearly 300 organizations.

Taco Bell, the Official Quick Service Restaurant of the NBA, is about to fast break across your TV screens, as Basketball Hall-of-Famer and Emmy Award-winning commentator Charles Barkley will star in ads for its newly launched $2 Meal Deal.

The ad will premiere during Game One of the NBA Finals on ABC, Thursday, June 3. It will also be seen on the big screen, as it airs in cinema, taking advantage of the summer movie season, which is in full swing nationwide.

The :30 ad plays to Barkley’s signature line “that’s terrible.” He and a friend, who is eating a Taco Bell $2 Meal Deal featuring a Beefy 5-Layer Burrito, are in his recreation room playing billiards when Barkley shakes his head and says, “That’s terrible.” Not sure what’s wrong, the friend questions Charles who responds, “How’s Taco Bell gonna make money off that?” The friend responds, “They should get you to promote it.” After a long pause, Charles enthusiastically agrees, “That’s not terrible.”

“The $2 Meal Deal, with 3 items for $2, is a game changer,” said David Ovens, Chief Marketing Officer, Taco Bell Corp., Irvine, Calif. “In the 1993 NBA Finals, Charles scored a triple double, so he knows about being an NBA game changer. His signature line ‘terrible’ was fertile ground for our creative team to play off of.”

This marks the third ad Charles Barkley has been featured in this year for Taco Bell. Previously, there were two ads to support the NBA Five Buck Box. The first ad, “Poem,” served as a teaser before Football’s Biggest Game and the second “It Rocks” aired during the game as well as throughout February and into March.

Taco Bell is fundamentally changing the QSR value paradigm with the launch of the all-new $2 Meal Deal. While other QSRs tout dollar menus and combos priced at around $3, Taco Bell is breaking through the clutter and redefining value. Its $2 Meal Deal has a low price that won’t break the bank and variety that consumers enjoy via four different, enticing options.

$2 Meal Deal, the latest centerpiece of Taco Bell’s industry-leading Why Pay More Value Menu, includes one Taco Bell item, a bag of Doritos chips and a medium drink. Available at participating Taco Bell locations nationwide, the $2 Meal Deal is available in four different combinations including the Chicken Burrito Deal, the Double Decker Taco Deal, the Gordita Supreme Deal and the Beefy 5-Layer Burrito Deal.

The Barkley TV ad, created by Draftfcb, Irvine in conjunction with House of Usher, will run nationally throughout June. The spot was directed by Kinka Usher. For only the second time in its history, Taco Bell will also run the spot in cinema and will run before the upcoming summer blockbusters Get Him to the Greek, Killers, Iron Man 2, Sex in the City 2, Prince of Persia and MacGruber among others. The cinema ad will air on 11,151 digital screens across the U.S. for one week.

Yum Brands has been getting a decidedly global flavor at its KFC, Taco Bell and Pizza Hut restaurants in recent years. And the next global market in its sights is the United Kingdom.

Yum! Brands will launch a Taco Bell chain in England next month according to reports, debuting at Lakeside Shopping Centre in Essex. The fare will be similar to what American diners are used to, with a menu that features cheap tacos and burritos and caters to value-conscious consumers.

This is just a small part of an ambitious growth strategy for Taco Bell and other YUM brands. The fast-food operator now has more than 3,500 locations in China, with ambitious plans to open about 500 new locations in the People’s Republic and about 900 internationally this year. This new growth plan has the potential to really super-size the profits for Yum in the months ahead.

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Police are still searching for the young woman in her 20s, driving a silver SUV with a sunroof and a tire mounted on the back, who got $2,000 in cash instead of burritos at a Taco Bell drive-through.

Police on Friday, May 14, released video surveillance footage of the woman as she went through the drive through at the Taco Bell on Brown Street, close to the University of Dayton campus and Miami Valley Hospital.

Instead of a bag with her order, she got a bag containing the restaurant’s morning bank deposit — about $2,000.

An employee said she was working the drive-through window and mistakenly gave the customer the bank deposit. The manager explained it was store policy to put the bank bag containing the deposit in a Taco Bell bag. The manager would then drive up to the drive-through window, and an employee would hand him the bag.

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Fast food’s value-menu war hits a new low today: the $2 combo meal.

Taco Bell will announce plans to roll out $2 Meal Deals that include a taco or burrito, a medium soft drink and a bag of Doritos. It is the only national chain selling an entree, side dish and drink for $2 — a penny more than an iTunes video download.

“This is certainly thinking outside the bun,” says Bob Sandelman, CEO of the restaurant research firm Sandelman & Associates. “I’m sure McDonald’s will be watching with interest.”

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Sounding the alarm bell about America’s high school drop-out epidemic, the Taco Bell Foundation for Teens, will distribute $1.8 million to 250 Boys & Girls Clubs and youth-serving organizations across the country this month to fund real world experience programs that help teens stay in school and graduate towards a better life.

The grants, awarded by the Taco Bell Foundation for Teens, will allow an estimated 30,000 teens to experience real-world activities that will spur them to stay engaged in their communities and inspire them to remain in school, working towards graduation. Examples include:

• The Greater Sacramento Boys & Girls Club’s K.A.P.E.R.S (Kitchen Assistants Pursuing Excellence, Rewards and Service to Community) program showcases the restaurant industry by providing teens with kitchen operations and management training.  
• In Medford, Ore., S.O.C.K.S (Serving Our Community Keystone Style) allows Boys & Girls Club teens to plan service projects in conjunction with other community agencies.
• In Harrisburg, Pa., Harford County Boys & Girls Club teens have the opportunity to meet and shadow a professional role model on a weekly basis to gain a better understanding about a profession they may be interested in pursuing after graduation.

“We are honored to be recognized by the Taco Bell Foundation for Teens for our unremitting commitment to teen graduation and success,” said Cyndi Court, Executive Vice President of Resource Development and Marketing for Boys & Girls Clubs of America. “With the help of the Taco Bell Foundation for Teens and programs like ours, teens are able to gain the type of real-world experience that ultimately helps inspire them to stay committed to earn their high school degree and dream big.”

Since 1995, the Taco Bell Foundation for Teens and its supporting programs have helped more than 500,000 teens stay in school and on the path to graduation through its national partnership with Boys & Girls Clubs of America.

“The teen graduation crisis is a major hurdle for America as we strive to remain an innovative and powerful global leader,” said Bob Fulmer, executive director of the Taco Bell Foundation for Teens. “The vital partnerships and programs we are funding today allow Taco Bell to help teens build a foundation for a future success through the vehicle of graduation.”

Taco Bell Foundation for Teens raises funds through the generosity of Taco Bell customers and the support of Taco Bell Corp., its employees, franchisees and partners. Canisters are placed in participating restaurants so patrons can support teen programs by donating their spare change. Additionally, Taco Bell franchisees have developed fundraising and volunteer opportunities within their own communities to support local teen programs.  On April 23, 2009, participating Taco Bell® restaurants across the country conducted the first-ever nationwide fundraiser to support Taco Bell Foundation for Teens, donating 15 percent of gross sales that day, totaling $1.8 million.

About Taco Bell Corp.

Taco Bell Corp. (“Taco Bell”), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation’s leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the 79-89-99 WHY PAY MORE®! Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.

About the Taco Bell Foundation for Teens

The Taco Bell Foundation, Inc., also known as the Taco Bell Foundation for Teens (TBFT), a non-profit 501(c)(3) public benefit corporation, is committed to addressing the growing number of high school dropouts in the U.S. by providing at-risk youth with mentors and real-world experiences that will motivate them to stay in school and achieve more in life. Since 1995, TBFT has donated more than $28 million to support teen programs at Boys & Girls Clubs of America and other teen-serving organizations with the help of on-going customer, franchisee and employee donations.  For more information about TBFT, visit www.tacobellfoundationforteens.org.

About Boys & Girls Club of America

For more than 100 years, Boys & Girls Clubs of America has enabled young people, especially those who need Clubs most, to reach their full potential as productive, caring, responsible citizens. Today, more than 4,000 Boys & Girls Clubs serve more than 4 million young people through Club membership and community outreach. Clubs can be found throughout the country and on U.S. military installations worldwide, providing young people 6-18 years old with guidance-oriented character development programs conducted by trained, professional staff. Key programs emphasize leadership development; education and career exploration; community service; technology training; financial literacy; health and life skills; the arts; sports, fitness and recreation; and family outreach. In a Harris Survey of alumni, 57 percent said the Club saved their lives. National headquarters are located in Atlanta.

Praful Desai celebrated his 65th birthday last weekend by doing something special with his family.

Mr. Desai, a retired chemical engineer and an avowed vegetarian, took his two brothers-in-law, their wives, children and grandchildren to Bangalore’s latest hotspot — the country’s first Taco Bell. “I’m trying Mexican food for the first time in my life,” he said, adding, “Never too old to try something new.”

Like the Desai family who spread themselves across three tables, half of those who came into Bangalore’s only Taco Bell that evening couldn’t tell the difference between a taco and a burrito.

Nearby, groups of teenagers, middle-class families dressed in traditional Indian attire and couples clothed in their weekend best stood in snaking lines to try India’s latest fast-food sensation, pronouncing each syllable phonetically, “tor-til-a” and “fa-jee-ta.”

“It’s kay-suh-dee-ya,” Taco Bell staffer Jagruthi, 19, explained patiently to a bespectacled, bindi-sporting woman in a sari. Then she politely asked, “Do you like cheese?”

The woman shook her head and chose the potato taco instead.

Several other employees scattered across the restaurant were doing the same thing: explaining ingredients and sounding out unfamiliar words.

So far, so good. Indians haven’t shown this much enthusiasm for American fast food since McDonald’s came to New Delhi and Mumbai more than a decade ago.

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Yum! Brands, Inc. (NYSE: YUM) announces the grand opening of the first Taco Bell in India by its international division, Yum! Restaurants International (YRI). Yum! is the leading restaurant company in India with its KFC and Pizza Hut brands. The introduction of the first Taco Bell in India reflects the Company’s strategy of creating a third global brand.

“We’re delighted to be offering Taco Bell to consumers in India, a key growth market in our global portfolio,” said Graham Allan, president, Yum! Restaurants International. “Based on customer feedback so far, we expect it will become extremely popular, just as it is in the United States. The Mexican-style food is perfect for the Indian taste palate and we will be offering a variety of vegetarian meals as well so that everyone can enjoy it.”

Yum!’s new Taco Bell international restaurant, located in Bangalore, India, is the country’s first experience with the Mexican-inspired quick-service restaurant brand. Taco Bell’s “Think Outside the Bun” positioning and brand essence is expected to resonate extremely well with India’s young population. The new Taco Bell India menu features tacos, burritos, nachos, quesadillas and Crunchwraps, including spicier products tailored to the Indian market. The menu offers breakthrough value priced items starting at 35 cents. In addition, fifty percent of the menu features a vegetarian range of products specially created for Indian consumers including potato paneer burritos and crunchy potato tacos, among others.

“We are confident that Taco Bell will redefine the eating-out market in India with incredible taste catering to many consumer segments, day parts and occasions at an unmatched price,” said Niren Chaudhary, managing director, Yum! Restaurants International India. “We are excited to be opening the first Taco Bell in India and we plan to expand it nationally as an incredibly vibrant and youthful brand.”

Yum! Brands is focused on developing Taco Bell into its third global brand after KFC and Pizza Hut. Taco Bell is the second most profitable brand in the United States. Over the past few years, the Company has expanded Taco Bell beyond Canada and Puerto Rico to other markets including Guatemala, Costa Rica, Panama, Dominican Republic, Guam, Iceland, Philippines, Dubai, Spain and Cyprus. Yum! is optimistic about the long-term potential of growing Taco Bell internationally. As of year-end 2009, there are more than 250 Taco Bell restaurants outside of the United States.

India is a key growth market for Yum! Brands due to its extremely young and large population of 1.1 billion people, growing middle class and emerging economy. Over the past 12 years, Yum! has become the largest and fastest growing restaurant company in India by successfully developing a strong infrastructure, highly-skilled workforce focused on providing outstanding customer service and innovative, localized menus offering value options. By 2015, the Company expects to have at least 1,000 restaurants in India, up from 230 restaurants as of year-end 2009.

KFC is the fastest growing quick-service restaurant brand in India with 72 restaurants in 13 cities as of year-end 2009. Yum! opened 27 new KFC restaurants in India in 2009, which is among the highest number of store openings in the country’s quick-service restaurant industry. KFC is a young, vibrant brand in India from its contemporary restaurant designs featuring bold colors, open seating areas for large groups and flat-panel televisions to innovative marketing programs to unique signature products, including vegetarian items. Last year, the Company opened its first KFC Krushers beverage bar and store design in India highlighting YRI’s popular new line of yogurt and fruit smoothies, dairy-based and soda-based drinks and teas.

Pizza Hut has been named the “Most Trusted Food Service Brand” in India for the fifth year by The Economic Times (India), ahead of all other Indian and global brands, demonstrating its popularity in the country. As of year-end 2009, there are 158 Pizza Huts in 34 cities offering a range of localized products including masala pizza, chicken tikka appetizers and spicy Indian drinks.

YRI is the largest division of Yum! Brands with more than 13,000 restaurants outside the U.S. and China Division. One of Yum! Brands’ four key business strategies is to drive aggressive international expansion and build strong brands everywhere. In 2009, operating profit for YRI was $491 million. The year 2009 also marked the tenth year that YRI has opened more than 700 new restaurants outside the U.S. and China.

Yum! Brands, Inc., based in Louisville, Ky., is the world’s largest restaurant company in terms of system restaurants with more than 37,000 restaurants in more than 110 countries and territories. The company is ranked #239 on the Fortune 500 List, with revenues of nearly $11 billion in 2009. Four of the company’s restaurant brands – KFC, Pizza Hut, Long John Silver’s and Taco Bell – are the global leaders of the chicken, quick-service seafood, pizza and Mexican-style food categories. A&W Restaurants is the longest running quick-service franchise chain in America. Outside the United States, Yum! Brands system opened more than four new restaurants each day of the year, making it a leader in international retail development.

US-based fast food brands operator Yum! restaurants today launched its Mexican speciality chain Taco Bell in India with the first restaurant in Bangalore and said it plans to open up to 100 outlets by 2015.

Yum! Restaurants, which operates brands like Pizza Hut and KFC, said it is looking to tap the young consumer segment with Taco Bell’s Mexican offerings as part of effort to increase footprints in the estimated $1 billion dollar Indian fast food market.

“We are confident that Taco Bell will redefine the eating-out market in India with its value proposition and variety of delicacies. We have already signed up a few more properties in Bangalore and our aim is to have 100 outlets in India by 2015,” Taco Bell India General Manager Ashok Bajpai said.

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Like two ships passing in the night, Arby’s is introducing a value menu strategy (Taco Bell’s core competency) while Taco Bell is introducing a strategy that will focus on high quality, premium priced menu items (arguably, Arby’s core competency). The successful implementation of these strategies — particularly for one brand — will be extremely challenging. Consumers demand value, and operators require profitability, delicate equilibrium (referred to as menu value) that is often contradictory and elusive. So which one will be a hit?
 
Let’s look at Arby’s value strategy first, followed by a dive into Taco Bell’s move toward premium tomorrow.
 
Arby’s Value Menu
 
Arby’s is currently rolling out a nationwide Value Menu with seven items priced at $1 each. In Southern California, where the Value Menu has not yet been introduced, there is no ‘center of plate’ menu item priced below $2.99. Wow!
 
Does Arby’s need a Value Menu? Absolutely. Can Arby’s successfully introduce a Value Menu at $1? Maybe … but it won’t be easy.

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The nation’s largest operator of Taco Bell restaurants has been sued in U.S. District Court in Birmingham, accused of not paying employees for overtime hours and of falsifying records.

Tacala, the Birmingham-based Taco Bell franchisee, operates about 160 restaurants in six Southeastern states.

The suit was filed Tuesday by two employees and seeks back pay for all similarly situated employees and former employees. Tacala employs about 3,300 people in its six states, according to its Web site.

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GE Capital, Franchise Finance recently provided a multi-million dollar credit facility to Taco Bill, Inc., whose owners, William Mullin and Christopher Walsh, operate multiple Taco Bell franchise units in California and Maryland. The loan helps Taco Bill acquire seven new units throughout the Baltimore area. Funding was provided through GE Capital, Franchise Finance’s bank affiliate, GE Capital Financial, Inc.

“As leaders in franchise finance, we’re thrilled to expand our relationship with Taco Bill,” says Chris Poppe, vice president at GE Capital, Franchise Finance. “We are continuing to help them grow and we look forward to working together in the future.”

Taco Bill, based in Auburn, Calif., currently owns and operates 23 Taco Bell units, including the new acquisitions from this funding. GE Capital, Franchise Finance has a long-standing relationship with Taco Bill’s operators from past work with their affiliate company, Cross Country Ventures, who own 18 Long John Silver’s in Pennsylvania.

“We appreciate doing business with the industry leader in franchise financing because of the expertise they bring,” says Bob Volbert, chief financial officer at Taco Bill, Inc. “While already working with our 10 units in Baltimore, GE Capital was a willing participant and allowed us to locally acquire an additional seven more.”

Taco Bell is a national, Mexican-style, quick service franchise with more than 80 percent of the units owned and operated by independent franchisees.

About Taco Bill, Inc.

Taco Bill, Inc. started with one Taco Bell restaurant in South Lake Tahoe, Calif. in 1979. Between Taco Bill and Cross Country Ventures, today they have 41 franchise units in their portfolio, including; Taco Bell, Long John Silver’s, KFC, and A&W.

About GE Capital, Franchise Finance

GE Capital, Franchise Finance is a leading lender for the franchise finance market via direct sales and portfolio acquisition. With over 30 years of experience and $14 billion in served assets, we serve over 3,500 customers and over 20,000 property locations. We provide financing for all your business needs. More information is available at www.gefranchisefinance.com or by calling 866-GET-GEFF (438-4333).

GE Capital offers consumers and businesses around the globe an array of financial products and services. GE (NYSE: GE) is Imagination at Work – a diversified technology, media and financial services company focused on solving some of the world’s toughest problems. For more information, visit the company’s Web site at www.ge.com.

• 2010 RestaurantNews.com Franchise Guide
• How To Start A Restaurant Following A Profitable System
• Restaurant Franchising
• Quick Service Restaurants, Franchising, and Multi-Unit Chain Management
• Restaurant Planning, Design, and Construction: A Survival Manual for Owners, Operators, and Developers
• The Restaurant: From Concept to Operation
• The Restaurant Business Start-up Guide
• Design and Layout of Foodservice Facilities
• Design and Equipment for Restaurants and Foodservice: A Management View
• Successful Restaurant Design
• Contemporary Japanese Restaurant Design
• Restaurant Planning, Design, and Construction: A Survival Manual for Owners, Operators, and Developers
• Restaurants Clubs and Bars, Second Edition (Library of Planning & Design)
• The Restaurant Manager’s Handbook: How to Set Up, Operate, and Manage a Financially Successful Food Service Operation
• Running a Restaurant for Dummies
• Foodservice Organizations: A Managerial and Systems Approach
• How to Open a Financially Successful Pizza & Sub Restaurant
• Restaurant Financial Basics
• Opening a Restaurant or Other Food Business Starter Kit: How to Prepare a Restaurant Business Plan & Feasibility Study: With Companion CD-ROM
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Everything is bigger in Texas – big cars, big cattle, big hair and big Taco Bell taco hats. Taco Bell, the Official Quick Service Restaurant of the NBA, announced today that its “Think Outside the Bun” personality will descend on the city known affectionately around the world as “Big D.” With a “go big or go home” attitude, Taco Bell will enter its first NBA All-Star as an Official NBA Marketing Partner with an activation fit for a ranch-size appetite.

Headlining Taco’s Bell’s involvement during NBA All-Star 2010 is the Taco Bell Skills Challenge. Televised nationally as part of NBA All-Star Saturday Night on TNT, the Taco Bell Skills Challenge features four NBA players competing in a two-round, timed “obstacle course” which includes dribbling, passing and shooting stations. Chicago Bulls’ guard Derrick Rose will look to defend his title against Brandon Jennings of the Milwaukee Bucks, Steve Nash of the Phoenix Suns and Deron Williams of the Utah Jazz.

“We are proud to make our first NBA All-Star appearance with the title sponsorship of the Taco Bell Skills Challenge,” said David Ovens, Chief Marketing Officer, Taco Bell Corp. “Efficiency, speed and accuracy are skills needed to win the challenge. These are the same skills our employees strive for everyday when serving more than 36.8 million customers each week in our nearly 5,600 restaurants.”

As part of NBA All-Star Saturday Night, Taco Bell will create a similar event for all NBA fans to enjoy and participate in at NBA All-Star Jam Session presented by adidas. Fans and visitors of Taco Bell’s Skill Challenge for Jam Session will be able to test their skills and speed on a full court re-creation of the same event the NBA greats will be competing in Saturday night. All fans that participate in the Taco Bell Skills Challenge for Jam Session will receive a keepsake photo with the official Skills Challenge Trophy. Adjacent to the interactive area, fans will be able to sample Beef Crunchy Tacos and Fresco-style Soft Tacos, as well as take home signature taco hats.

In grand Texas-style, Taco Bell will bring even more to fans throughout NBA All-Star. Taco Bell’s larger-than-life taco truck will serve up Beef Crunchy Tacos all across Dallas over the course of the weekend. Follow the Taco Bell Truck on Twitter @tacobelltruck to receive up-to-date tweets on times and locations.

Dallas is all about big, and nothing is bigger at Taco Bell than the Taco Bell NBA Five Buck Box. The box includes five Taco Bell All-Star menu items in special NBA-themed packaging, which includes images of some of the league’s biggest stars. Throughout All-Star Weekend, the Taco Bell NBA Five Buck Box will be supported through in-store signage, on-court branding and on-air broadcast mentions that feature NBA Hall-of-Famer and Emmy Award-winning commentator Charles Barkley.

Ovens added, “With activities slated for NBA athletes, NBA fans and Taco Bell consumers, we are focused on big time success in Dallas. Add Taco Bell’s new NBA Five Buck Box to the line-up and you have a recipe to feed any size appetite.”

The Taco Bell Skills Challenge will be televised live nationally as part of the NBA All-Star Saturday Night. TNT and ESPN Radio’s national coverage will begin at 8 p.m. from American Airlines Center. The 59th NBA All-Star Game will be held on Sunday, Feb. 14, and will air live on TNT and ESPN Radio in the US and televised in more than 200 countries in more than 40 languages.

Taco Bell Corp. (“Taco Bell”), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation’s leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the 79-89-99 Why Pay More!® Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.

The NBA, founded in 1946, is a professional sports league and global business that features 30 teams in the United States and Canada. During the 2009-10 season, NBA games will reach 215 countries and territories in 41 languages. The league’s worldwide reach is also displayed in the 80 international players from 35 countries and territories on NBA rosters. NBA merchandise is sold in more than 100,000 stores in 100 countries on six continents. NBA.com averages more than 26 million page views per day, with more than 50 percent of the site’s visitors coming from outside of North America. Through NBA Cares, the league, its teams and players have donated more than $115 million to charity, provided more than one million hours of hands-on service to communities around the world, and created more than 440 places where kids and families can live, learn, or play.

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Taco Bell, the Official Quick Service Restaurant of the NBA, announced today the debut of its new NBA Five Buck Box that is sure to satisfy big appetites for value and basketball, while its ad creative is sure to excite the nearly 100 million viewers of Football’s Biggest Game. The box includes five Taco Bell All-Star menu items in special NBA-themed packaging, which includes images of some of the league’s biggest stars.

The Taco Bell NBA Five Buck Box integration will be promoted through television and radio ads featuring Basketball Hall-of-Famer and Emmy Award-winning commentator Charles Barkley that will air before, during and following Football’s Biggest Game. In-store signage, on-air broadcast mentions and on-site activities during NBA All-Star 2010 will also raise awareness.

Available at participating Taco Bell locations nationwide, the NBA Five Buck Box comes in two varieties:

• Volcano Box: Includes the Volcano Taco, Volcano Double Beef Burrito, Crunchy Taco, Cinnamon Twists and a medium drink.
• Cheesy Gordita Crunch Box: Features the Cheesy Gordita Crunch, Burrito Supreme®, Crunchy Taco, Cinnamon Twists and a medium drink.

“Consumers with a hunger for value now have more options with the exciting, convenient and portable NBA-branded big-boxed value meal,” said David Ovens, Chief Marketing Officer, Taco Bell Corp. “By combining great NBA talent with the great flavor of Taco Bell, the NBA Five Buck Box will satisfy even the hungriest sports fans.”

Taco Bell is supporting the launch of the NBA Five Buck Box with broadcast TV and radio ads featuring Barkley. Debuting Thursday, January 28, the first set of :15 and :30 television ads titled “Poem” present a prim and proper “Sir Charles” in his study while contemplating a poem that best describes the NBA Five Buck Box. These “to be continued” spots, which will run nationally, serve as a humorous teaser for the concluding ads to come.

On Sunday, February 7, during the biggest game in football, “It Rocks” makes its debut with Barkley’s complete musical rhyme and features a special appearance from Los Angeles Lakers forward, Lamar Odom. The ad, created by Draftfcb Orange County in conjunction with House of Usher (production), Hatch (digital special effects) and Method Studio (special effects), will run nationally through March 7, accompanied by :60, :45 and :30 radio versions. The spot was directed by Kinka Usher.

“The key was to be more than entertaining but to also deliver a clear and memorable product offering,” said Teddy Brown, Executive Creative Director, Draftfcb Orange County.

Barkley’s presence with the Taco Bell and NBA partnership extends to a viral promotion that goes live February 28. Visitors to www.tacobell.com/bigbox, www.youtube.com/tacobell and the Taco Bell mobile site at m.tacobell.com can find exclusive video called “5 Seconds with Sir Charles.” These six :05 videos offer quirky thoughts from Barkley on topics including history, craftsmanship, trophies and Taco Bell® Cinnamon Twists. The videos, which will be promoted virally, are accompanied by the :15 and :30 television ads.

“Taco Bell has a long history of engaging restaurant promotions and entertaining television commercials, and this new effort is sure to resonate with NBA fans,” said Mark Tatum, NBA Executive Vice President of Marketing Partnerships. “The NBA Five Buck Box and new advertising campaign are a great way to generate excitement for our game and is a great prelude to what you’ll see from our partnership at NBA All-Star 2010.”

Taco Bell Corp. (“Taco Bell”), a subsidiary of Yum! Brands, Inc., (NYSE:YUM), is the nation’s leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the 79-89-99 Why Pay More!® Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.

The NBA, founded in 1946, is a professional sports league and global business that features 30 teams in the United States and Canada. During the 2009-10 season, NBA games will reach 215 countries and territories in 41 languages. The league’s worldwide reach is also displayed in the 80 international players from 35 countries and territories on NBA rosters. NBA merchandise is sold in more than 100,000 stores in 100 countries on six continents. NBA.com averages more than 26 million page views per day, with more than 50 percent of the site’s visitors coming from outside of North America. Through NBA Cares, the league, its teams and players have donated more than $115 million to charity, provided more than one million hours of hands-on service to communities around the world, and created more than 440 places where kids and families can live, learn, or play.