Marketing

Taco Bell does compete on cost. They offer relatively cheap food with even further submenus emphasizing extra value. In other words, there is a section on the menu where everything is either 79, 89, or 99 cents, which is cheaper than some of the other items on the menu. Competing on cost means that consumers will flock to one restaurant over another if one is generally cheaper than the other or offer cheaper items, value and quality remaining the same. Taco Bell’s goal is to provide maximum value, defined by the customer, at the lowest profitable price. In order to do this, they must utilize their resources efficiently. Taco Bell does the aforesaid.

In terms of competing on quality, Taco Bell does not really focus on a high-performance design. There is not many superior features of Taco Bell’s service compared to other fast food restaurants. However, they do compete on consistent quality. Each time our group went to order food, we each ordered a Cantina bowl, which boasts its fresh ingredients and flavorful combinations. The meal was the same product each time and we were satisfied with what the restaurant promised within the meal. Consistency is key because consumers need to be able to predict what they are getting if they are to determine the value behind a service or product.

Another one of Taco Bell’s competitive is speed. It is essential to any fast food restaurant in the industry. When a customer comes into a fast food restaurant, after food is ordered, they expect the food to be out relatively quickly. What was observed was that after food was ordered, the employee came to the front of the pickup station in under ten minutes and handed and the food to the customer. The time between receiving a customer’s order and delivering the good was minimized. Fast delivery time is an order qualifier, no fast food restaurant will thrive if it takes a too much time for the goods to reach the customer. The industry has built itself on the principle on fast food,...