The Key to Taco Bell's Tone? 'We Think of Ourselves As an Underdog'

December 3, 2018

"Party Packs. Happier Hours. Fourth Meals.

 

That Taco Bell, the popular Tex-Mex food chain, sounds and feels different than its quick-serve restaurant peers is no accident. The chain is playful—silly, even—and always self-aware.

 

Driving that strategy is Marisa Thalberg, global chief brand officer for the company. Fortune caught up with the executive earlier this month to discuss the ins and outs of Taco Bell’s voice and explain why someone might want to get married in one of its stores. (Yes, really.)

 

Fortune: Before joining Taco Bell in southern California, you were a marketing executive at Estée Lauder in New York. That’s quite a change, on several levels.

 

Thalberg: Yes, it is. I joined the company about three and a half years ago from a completely different industry, luxury beauty. Brands sit in an interesting place in culture. At Taco Bell, there was a lot of opportunity to..."

 

Read the full interview by Andrew Nusca here.

 

 Continue the conversation on Reddit!

 

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Who's Behind The Site

My name is Blake and I've eaten at Taco Bell throughout my whole life, becoming an avid fan about 6 years ago. I've had every vegetarian applicable item that has come out since 2014. In 2015, I spent 8 months working at a Taco Bell (in between jobs). My high school graduation party was in a Taco Bell and I have a cameo in the famous "senior pictures at Taco Bell" (the guy taking the order)

In these past years I've built up this site to be the home base for all other Taco Bell fans and have built a growing community through Reddit and other social media platforms. My main goal is to keep a strong community of consumers informed and together with our appreciation for the brand.

 

A life goal of mine is to visit the Taco Bell HQ and meet the people who work hard to make this chain so great, then continue to work with them on events and promotions to make people happy.

Thanks for reading, hope you enjoy the site!

You can find me active on Reddit as /u/tacobellblake, and join our own community /r/LivingMas

Twitter: @LivingMasNow

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