Taco Bell Dropped a Plan to Be the Bucees of Fast Food… As Their VP Cashed Out in the Breakroom

For a fast-food chain that’s had more meat scandals than a 2000s bodybuilding forum (you know what I’m talking about), Taco Bell is absolutely crushing it. You might remember the time they tested their ground beef and (whoops) found horse meat. Or when they got sued over their meat allegedly being only 35% actual meat (the other 65%? Mysteries that should’ve stayed buried). But since Brian Niccol, the LeBron James of fast food CEOs, dipped in 2018, Taco Bell’s stock has soared 103%. Apparently, questionable meat composition isn’t a deal breaker if you price it right and slap some nacho cheese on it.

For instance, back in 2018, Taco Bell had about 7,072 locations worldwide. Fast forward to today, and that number has ballooned to 8,757 locations… that’s 1,685 new Taco Bells (in case you can’t do math), which is great news for stoners and bad news for toilets everywhere. But despite this massive expansion, Taco Bell isn’t satisfied. Nope, they’re hungry for more.

In a move that feels straight out of a Mission Impossible sequel, Taco Bell has unveiled what they’re calling their Relentlessly Innovative Next-Generation Growth (R.I.N.G.) plan. This strategy includes more menu innovation, increasing digital sales (with AI of course), and expanding internationally like a fast-food version of Bucees. Their goal is to triple their international store count by 2030 while pushing the average U.S. store’s revenue from $2.2 million to $3 million.

That’s a tall order, but Taco Bell is already putting its money where its mouth is. They’ve been rolling out new menu items, like the “Cantina Chicken Menu,” and now they’re doubling down with the “Caliente Chicken Cantina Menu.” This alone is expected to bring in $5 billion in sales. And they’re not stopping there… Taco Bell is getting fancy with its first-ever Taco Bell Live Más Café in Chula Vista, California, a spot decked out with specialty drinks to attract Gen Z like moths to a flame. Because what better way to capture the youth than caffeine and Baja Blast cocktails? Another $5 billion is expected from this move. 

And of course, they’re going all-in on tech, investing in AI-powered ordering systems through Byte by Yum, a system designed to streamline online and in-store sales. If all goes as planned, this should add $225,000 in revenue per store by 2030. Hopefully, AI can also figure out why Taco Bell orders are always missing something.

Taco Bell is carrying Yum Brands (YUM) on its back like Luka carried the Mavs to the Finals last year. While McDonald’s, Domino’s, and Krispy Kreme struggle to convince consumers to drop $18 on a Big Mac or $7 on a single donut, Taco Bell has mastered the “cheap but satisfying” playbook. In the last quarter, Taco Bell’s same-store sales jumped 5%, while its sibling brands like KFC and Pizza Hut stayed flat. It’s no wonder YUM stock is near all-time highs, up over 10% this past month… outpacing competitors like McDonald’s and Restaurant Brands International.

That said, some analysts are skeptical about Taco Bell’s aggressive expansion, but they’ve been outpacing the industry for years. Their record-breaking $1 billion in operating profits last year, plus a 32% increase in digital sales, proves that maybe they can make this mission possible.

Ironically, as Taco Bell tries its best to get positive PR for this secret mission, Yum Brands’ VP David Russell quietly sold $793k in stock. For a company this big, it’s probably not a huge deal, but for optics? Maybe next time wait a couple of months, David. Just a thought.

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Stock.News has positions in McDonald’s.