David C. Novak
Analyst · Greg Badishkanian from Citigroup
I think that Taco Bell has been focused very much on sustainable growth plan for the future. I think as we look at Taco Bell, we take a lot of heart in the fact that our operating capability continues to get better and better. We score in the top tier in our industry on speed of service and accuracy. So that foundation is there and improving. Marketing concept, brand building, we just launched a new advertising campaign to really capture the charismatic appeal we have with the youth target audience with the Live Mas campaign which has been very well-received, very well tested. We think, well, that will get better and better as we go forward. From a product perspective, when we look at the core, this reinvention of the taco with the Frito-Lay, we think we're at the beginning stages with nacho cheese as the first flavor. Obviously, Taco Bell -- I mean, or nacho Doritos has a number of other flavors, we think we can generate innovation on the taco platform. Which frankly, we really hadn't had for 50 years. I mean the taco has been basically the same the last 50 years until we just made this innovation. So now, on our core product, we have a platform that is proprietary and one that we can innovate off of into the future. So that's exciting. The other thing we're doing is we're focused on broadening out the appeal of the brand. We're currently testing Cantina Bell, which is a line of products that was developed by Lorena Garcia. We think this is going to extend the breadth of the appeal of the brand, make us more mainstream with both male and female target audiences. So we think that's very important. And then we're leveraging the asset with breakfast. We're in 800 stores in the West Coast. We're going to add 200 more stores in the second half of the year. We expect breakfast to grow. So that literally -- those are significant platforms that we're working on to grow our business on a sustainable basis. Our goal internally, and I talked a little bit about this, is to add that extra $150,000, $200,000 of sales to Taco Bell and get to 8,000 stores. We think we can be a significant new unit developer in the United States as we improve our unit economics. So that's the goal. This year, we obviously have a lot of ammo that we're firing, and we expect to have an excellent year this year. The real key for us is to build off these platforms that we're developing so we get sustainable growth into the future and get to that -- where we can really get the new unit pipeline going again.