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Taco Bell : the breakfast opportunity /

In 2013, Taco Bell was looking for ways to grow. One of the opportunities the company was considering was adding a line of breakfast foods, something the brand had tried - unsuccessfully - before. There were clear reasons to proceed with the launch, as breakfast offered a completely new meal occasio...

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Bibliographic Details
Main Authors: Calkins, Tim (Author), Darrell, Blair (Author)
Corporate Author: Sage Publications
Format: eBook
Language:English
Published: [London] : SAGE, 2016.
Series:SAGE knowledge. Cases.
Subjects:
Taco Bell (Firm)
Brand name products > Case studies.
Fast food restaurants > Management > Case studies.
Breakfasts > Case studies.
New products > Marketing > Case studies.
Electronic books.
Online Access:Connect to the full text of this electronic book
Description
Summary:In 2013, Taco Bell was looking for ways to grow. One of the opportunities the company was considering was adding a line of breakfast foods, something the brand had tried - unsuccessfully - before. There were clear reasons to proceed with the launch, as breakfast offered a completely new meal occasion with tremendous potential. However, there were also notable concerns when it came to operational issues and consumer behavior. This case gives students an opportunity to debate growth and new product opportunities.
Item Description:Originally Published in: Calkins, T., & Darrell, B. (2015). Taco Bell: The Breakfast Opportunity. 5-414-757. Evanston, IL: Kellogg School of Management, Northwestern University.
Physical Description:1 online resource : illustrations (black and white, and colour).
ISBN:9781473972223 (ebook) :