Since its founding in 1962, Taco Bell has seemingly played by a different set of rules than most other restaurant companies, taking big swing after big swing not only with its marketing but also with its menu and its operations. Through multiple generations of leaders, the Mexican juggernaut has protected its spirit of originality and packaged all of it as authentically Taco Bell.
That’s part of why Taco Bell was named NRN’s Brand Icon for 2023. The annual Brand Icon award honors major restaurant companies that live at the intersection of legacy and innovation, recognizing their past while also maintaining relevance among modern-day consumers.
NRN editorial director Sam Oches offers a peek behind the curtain at Taco Bell HQ and breaks down everything that makes Taco Bell a Brand Icon.