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NEWS > BUSINESS > TACO BELL MAKING PLANS TO WIN THE IMPENDING FAST FOOD WAR
TACO BELL MAKING PLANS TO WIN THE IMPENDING FAST FOOD WAR
October 18 2010
Irvine, CA – It’s difficult to believe that less than a century ago the entire concept of fast food simply didn’t exist. With golden arches and creepy no ubiquitous throughout the United States and the world at large, it feels almost as though there 
never could have been a world without processed hamburgers and stale french fries. The concept of fast food has been so integrated into our worldview that imagining a world without the raft of options now available would seem almost blasphemous.
That, however, is exactly what one food chain is trying to do. Taco Bell was one of the first fast food chains to break with the traditional burger and fries method that gave so much success to so many companies and for a little while it appeared it was a bad move. Through the 1980’s and 1990’s though the company’s fortunes began to change and the company quickly spread across the United States and into many other countries. However, the company has long been at the bottom of the pecking order, something that made many surprised when the 1993 hit film ‘Demolition Man’ predicted them as the only surviving chain, a reality the company now wants to make true as they prepare for the upcoming fast food wars that they believe will leave them alone at the top.
“Admittedly, the movie was the inspiration. We were always content to share the spotlight even though we wanted a larger share. I mean that’s what companies do and we are no different. Our hope wasn’t to utterly destroy everyone else, just take some of their customers. That movie changed things though,” said Greg Creed, President and CEO. “I realize that it came out a few years ago but I only saw the picture this last March and I Have to tell you that I was impressed with that future. Nothing would make me happier than seeing Taco Bell signs on every corner. We are throwing down the gauntlet, we are making this happen.”
It’s not clear what form such a war would take as none has ever been fought before.
“The way we see it, alongside the other brands in our family we have a real formidable
fighting force. We may not have the sheer numbers of some of our competitors but we have diverse experience and a lot of passion for what we do. There may have been a time when they could have crushed us without a second though, but that isn’t the case anymore,” continued Creed. “This is the time for Taco Bell and I can tell you with absolute confidence that by the time 2032 rolls around there will be only one player in the fast food game, and that will be us. These other companies will rue the day they decided to challenge us. There will be no forgiveness.”
Taco Bell is owned by Yum! Brands which also owns Pizza Hut, KFC, and Long John Silver’s amongst other companies. It’s believed those brands would be absorbed into the Taco Bell brand after the war.
“Frankly I wouldn’t put it past them. There have always been a lot of things going 
against Taco Bell and they seem to have always come out of them shining and I imagine that they will be able to do the same thing here. Those kinds of challenges require spunk and build character which you need in war,” said Scrape TV Business analyst Ken Green. “They will have a long battle and they will be damaged in the process, but they will likely be able to make great strides. The real concern in the long term has to be with their annexed brands. There is always the possibility of rebellion in those types of situations and that could make things real ugly for the giant.”
Unlike the movie, neither Sylvester Stallone nor Wesley Snipes have been cryogenically frozen. Despite rumours it is believed that Wesley Snipes’ career is simply dead but that man himself is still free to walk around.
William Ashford, Business Correspondent
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