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How Taco Bell is boosting smaller brands


Taco Bell has been called a “bully” by some in light of its legal tussle over the “Taco Tuesday” trademark with the much, much smaller Taco John’s. And no doubt it could be considered a bit of a David and Goliath-like situation; Taco Bell has over 7,000 U.S. restaurants and about $13 billion in sales, while Taco John’s has about 375 restaurants and about $440 million in sales.

But it’s worth noting that Taco Bell has also provided a bit of a boost to several smaller brands through its product collaboration strategy. Sure, that strategy includes other giant companies like Doritos and Cinnabon, but the company has partnered with plenty of smaller brands as well, likely putting some of them on a bigger radar. Let’s take a look at some of Taco Bell’s menu collabs from throughout the past 10 years.

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