IRVINE, Calif.–(HISPANIC PR WIRE – BUSINESS WIRE)–July 2, 2003–Feeling daring? Almost half of Americans — 46 percent or more than 128 million people — say they prefer food “wrapped in a tortilla” when feeling adventurous, according to a Taco Bell(R) Food Survey. With the recent popularity of gourmet quick-service salads, Taco Bell announces its “Outside the Bun” Caesar salad, the Chicken Caesar Grilled Stuft Burrito. It is now available through August 11, at participating Taco Bell restaurants nationwide for $2.99.
The great tasting and filling Chicken Caesar Grilled Stuft Burrito contains a generous portion of grilled, marinated all-white-meat chicken, crisp romaine lettuce, crunchy red strips and a tangy Taco Bell Caesar dressing, all wrapped in a tortilla and grilled to perfection.
“Our satisfying new Chicken Caesar Grilled Stuft Burrito combines all the great flavor and quality ingredients of a Caesar salad with a convenient package, making it a perfect solution for on-the-go consumers,” said Greg Creed, chief marketing officer, Taco Bell Corp. “Serving high-quality menu items is a core part of our ongoing strategy to capture the attention and appetites of consumers.”
Television advertising for the new Chicken Caesar Grilled Stuft Burrito, which encourages consumers to “Think Outside of the Bun,” started airing nationally this week. Produced by Foote, Cone & Belding San Francisco (FCB), the main spot opens using colorful imagery of the product’s quality ingredients, so tempting one might get “Seized by Caesar.” Viewers are transported to a stock car race where an anxious driver calls out to his pit crew for immediate maintenance. Seized by their Chicken Caesar Grilled Stuft Burritos, they ask the driver to come back later, replying, “we’re kinda busy right now.”
The Taco Bell Food Survey was fielded by Taco Bell in May of 2002. Approximately 1,000 Americans from across the nation participated in the random telephone survey.
Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE:YUM), is the nation’s leading Mexican-style quick service restaurant chain serving tacos, burritos, signature Quesadillas, Border Bowls(R), nachos and other specialty items. Taco Bell serves more than 35 million consumers each week in more than 6,000 restaurants in the U.S. In 2002, Taco Bell generated $5.2 billion in system-wide sales. Think Outside the Bun and visit http://www.tacobell.com.
Cohn & Wolfe/Los Angeles
Erin Myers Portman/Ashley Kim
Taco Bell Corp.
Laurie Gannon/Carol Anawati