Fan Favorites Make a Comeback at Taco Bell®

On April 21, Beefy Crunch Burrito and the Cheesy Double Beef
Burrito Make Their Much Anticipated Return to Taco Bell

IRVINE, Calif.–(BUSINESS WIRE)–In celebration of Rebecca logging 5,400 miles on the open road to get
her favorite Taco Bell burrito. For Brittany, who recognized Taco Bell
as senior photo backdrop gold. And in celebration of Tyler, Justin and
the countless others who proudly show off their glorious taco tattoos,
this one is for them.


Taco Bell is granting fans’ wishes by bringing back both the Beefy
Crunch Burrito and Cheesy Double Beef Burrito to menu boards nationwide
on April 21. The two Fan Favorites return to Taco Bell after a
three-year absence and a nearly twice as long campaign from impassioned
fans like the “Beefy Crunch Movement” to bring them back.

“The fact that we have a brand that inspires its fans to create
movements around their favorite products is something we value more than
anything,” said Marisa Thalberg, Chief Marketing Officer for Taco Bell
Corp. “Our fans always have a ‘seat at our table’… and in this case, we
wanted to honor their fandom for the Beefy Crunch and Cheesy Double Beef
Burritos by giving them a piece of the menu. They deserve the credit for
bringing them back – and our little thank you in return is bringing
these favorites back for only a dollar.”

Which brings us to Richard Axton, the fearless leader of the Beefy
Crunch Movement, a social media campaign dedicated to bringing back Taco
Bell’s Beefy Crunch Burrito. Born five years ago when the Beefy Crunch
Burrito first disappeared from menus, the movement initially got on Taco
Bell’s radar when they published a 14-page document outlining their
grievances about the departure of Richard’s (and his now 38,000+
accomplices) beloved Beefy Crunch Burrito.

After literally waving the Beefy Crunch Movement flag for years, Richard
today had the honor of announcing to Beefy Crunch Burrito fans that the
treasured menu item will make its long-awaited return to menus
nationwide. Taco Bell will work with Richard and his community in the
weeks leading up to its fabled return on April 21 to share details of
the release, build excitement and even provide some surprise and
delights for the zealous fans who have shown incredible passion for
these products.

In addition, the brand will be re-releasing another fan favorite and
cult classic, the Cheesy Double Beef Burrito. These mouthwatering
burritos will kick off the return of Fan Favorite menu items, and future
menu additions will be decided based on…you guessed it – fan excitement,
passion and engagement.

The introduction of Fan Favorite menu items will be supported by a
multi-channel marketing campaign with content on TV, radio, digital,
mobile, social and PR.

Fans are encouraged to learn more about Fan Favorites by visiting The
Feed on Ta.co
.

About Taco Bell Corp.
Taco Bell
Corp. is the nation’s leading Mexican-inspired quick service restaurant
(QSR) brand. Taco Bell serves made-to-order and customizable tacos and
burritos, among other craveable choices, and is the first QSR restaurant
to offer American Vegetarian Association (AVA)-certified menu items.

Taco Bell encourages fans and customers to “Live Mas” and provides
access to sports, gaming and new music through its Feed
The Beat®
 music program. The brand also uncovers education
opportunities and serves the community through its nonprofit
organization, the Taco
Bell® Foundation™
, and connects fans to their passions through
programs like the Live
Mas Scholarship
 program.

Taco Bell and its more than 350 franchise organizations operate over
6,500 restaurants across the United States that proudly serve about 40
million customers every week.

Like: Facebook.com/TacoBell
Follow: @TacoBell on
Twitter, TacoBell on Instagram and TacoBell on Snapchat
Subscribe:
YouTube.com/TacoBell
Like: Facebook.com/tacobell

Follow: @TacoBell
(Twitter), tacobell
(Instagram), @tacobell (Periscope) and TacoBell (Wishbone)

Subscribe: YouTube.com/tacobell

Contacts

Taco Bell Corp.
Matt Prince, 949-863-4367
Matthew.Prince@yum.com
or
Edelman
Shira
Underberger, 323-202-1033
Shira.Underberger@edelman.com