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Chain Changes Marketing, Pushes Breakfast Menu
MEDIA & MARKETING
Live Mas - or Live More, in full translation - is what Taco Bell Corp. wants its customers to do when it comes to dining out.
That's the a new commercial slogan from the Irvine-based Mexican fast food chain. The new tag line appeared in a 30-second spot featured during the National Basketball Association's All-Star events aired on TNT.
Live Mas replaces Think Outside the Bun, which Taco Bell had used since 1999. Taco Bell is part of Louisville, Ky. -based Yum Brands Inc. and operates a chain of more than 5,600* restaurants nationally.
Meantime, recent menu changes are considered particularly important to a turnaround at Taco Bell, whose U.S. business struggled through most of last year. A decline in sales of stores open for at least a year halted during the fourth quarter, and sales continue to trend upward.
Taco Bell rolled out its First Meal breakfast menu in January to about 750 restaurants in California, Arizona and other Western states. Breakfast has been a big source of sales growth for restaurant operators over the...