Reaching out to Hispanic consumers

March 19, 2012 | by Mark Brandau



When Taco Bell last month adopted its first new slogan in 12 years, “Live Más,” the quick-service Mexican brand was looking to make the tagline as much about who their customers are these days as it is about how they eat.



“Even though it’s a tagline, ‘Live Más’ is much more for us — it’s about an experience and a way to live life,” said chief executive Greg Creed. “So far it’s really resonating with our customers.”



The half-Spanish slogan — “más” means “more” — is likely to appeal to the U.S. Hispanic market and reflects one of several efforts restaurant chains are making to tap into that growing demographic.


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