Taco Bell unveils R.I.N.G. The Bell their business strategy for an innovative future
With ambitions to double innovation, Taco Bell is sharing exclusive insights into its plan to R.I.N.G. The Bell for winning in the years ahead! The title for its business growth plan, R.I.N.G. The Bell stands for: Relentlessly Innovative Next-Generation Growth. After reaching a milestone of $1 billion in operating profit in 2024, Taco Bell launches off last year’s momentum to drive double the innovation in 2025. During their Live Más LIVE 2025, Taco Bell revealed how it aims to redefine its global brand experience across menus, service, operations and tech.
We spot a lot of financial insights by brands, which are mostly quite boring. We love the way Taco Bell is showing their future.
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R.I.N.G. The Bell
Following an impressive year of innovation on and off the menu, Taco Bell is giving investors and fans alike even more reason to believe in the brand’s magic for 2025. Taco Bell shared its business strategy via a unique investor event, Consumer Day, in partnership with parent company Yum! Brands. During their Live Más LIVE on March 4, Taco Bell kicked off a day of unmatched brand access by providing updates on its financial milestones, restaurant experience evolution, digital investments, international expansion efforts and menu approach. Investor information can be found here.
“People love our brand because we do things differently,” said Sean Tresvant, CEO of Taco Bell. “But we also mean business; we have a strong strategy that keeps our consumers and restaurant teams top of mind. The bold swings will only get bigger as we continue to chase greatness. We had an impressive year thanks to fans and team members, so we’re grounding our 2025 strategy around them.”
Taco Bell | A delicious 2024 with sales growth in all four quarters
Despite industry-wide headwinds, Taco Bell outperformed the QSR category with a momentum-filled 2024 featuring a year of U.S. same-store sales growth in all four quarters. The company reached a milestone of $1 billion in profit for the first time ever in 2024, with over 24% restaurant level margins in company-owned stores following customer appetite for its deliciously disruptive endeavours. Technological and operational investments unlocked 32% growth in digital sales, totaling $6 billion.
Menu creativity was propelled by the brand’s long-standing dedication to value and abundance, including new protein launches, box deals, flavourful sauces, fresh ingredients, nostalgic throwbacks and unexpected collabs. The love of tacos expanded as Taco Bell opened 347 gross-new locations across 25 countries, bringing total restaurant locations to 8,757.
Already a Supreme 2025
Coming off a hot 2024, Taco Bell’s performance is carrying into the first quarter, with U.S. same-store sales projected to increase 8% in Q1 2025 as crave-worthy new product offerings have helped accelerate momentum and boost traffic. But the magic is just beginning. Taco Bell will continue fuelling unparalleled growth by elevating the experience across the entire business, evolving into so much more than just a quick-service restaurant brand. Taco Bell plans to continue growing operating profit, guided by a strategic plan to ‘R.I.N.G. The Bell’ with all initiatives in pursuit of ‘Relentlessly Innovative Next-Generation Growth’.
Their goals by 2030 | What’s on the ‘menu’ for growth
Accelerate U.S. growth by increasing annual average unit volumes from $2.2 million to $3 million. Ignite international growth, with global footprint to expand from 1,150 locations as of 2024 to over 3,000 restaurants outside the U.S. With a focus on doubling innovation throughout the business, key ingredients of Taco Bell’s R.I.N.G. The Bell strategy moving forward include:
Food Innovation: Broadening and elevating the brand by exploring more categories for more occasions. Aiming for Cantina Chicken Menu items to reach $5 billion in system sales and beverages to reach $5 billion in system sales by 2030, fuelled by efforts like the drinks-focused concept Live Más Café.
Unmatched Value: Offering an even greater selection of affordable options that leave customers feeling abundantly satisfied.
Supreme Service and Experiences: Reimagining the approach to serving customers through a modernized restaurant experience, starting with a winning team culture that balances accuracy and speed with connection and meaningful interaction.
Digital Connections: Ensuring 100% of transactions are enabled by digital platforms while making Taco Bell Rewards the most loved loyalty program, so every interaction is intelligently personalized no matter how the order is placed.
Tech Advances: Streamlining each touchpoint through powerful innovations, including Byte by Yum!, a comprehensive collection of proprietary Software as a Service AI-driven products.
International Expansion: Applying the magic formula globally to increase Taco Bell’s footprint to 3,000 restaurants outside of the U.S. by 2030. The brand plans to enter nine new countries including France, Greece and South Africa, and accelerate growth in existing U.K., Spain, Australia and India markets.
Taco Bell will continue leveraging the scale and portfolio influence of parent company Yum! Brands. “Taco Bell U.S. is one of our twin growth engines,” said David Gibbs, CEO of Yum! Brands. “As we grow the world’s most iconic restaurant brands globally, we’re confident in Taco Bell’s magic formula and its ability to remain a category of one and outperform the industry.”
During Live Más LIVE, new products, experiences etc were also announced. Check them out in their press release.
Website: Taco Bell
