Pizza Hut 2001 Annual Report Download - page 23

THINK OUTSIDE THE BUN
TACO BELL After working to regain sales momentum
in the first half of the year, we ended 2001 with 14
consecutive weeks of systemwide same-store sales
growth, and our highest system CHAMPS scores ever.
We attribute this momentum-building performance to
two things: our renewed focus to run great restaurants
AND our commitment to offer Mexican-inspired, freshly
prepared, high quality food that can’t be found
anywhere other than Taco Bell.
We’ve worked hard this past year to improve our
restaurant operations to give our guests a better experi-
ence. Our attention to operational excellence is paying
off, but we still have much work to do. We’re pleased
Taco Bell moved to 5th place from 14th in QSR
Magazine’s
annual drive-thru survey of the Top 25 fast-
food brands. We accomplished this by improving our
speed of service so our customers receive their orders
fast and accurately. In fact, we shaved off 24
seconds from our order time, and we’re using
timers, headsets and tracking systems to
improve on that record. Since 65% of our
business is drive-thru, we know that speed
of service is important. At the same time,
we want each and every customer order
to be freshly-prepared, at the correct
temperature and served with the
proper amount of ingredients by
friendly, courteous team members.
That’s 100% CHAMPS with a YES!
We’ve also aimed to uniquely differentiate
the Taco Bell brand from every other restaurant
choice with a newly unveiled marketing campaign urging
consumers to “Think Outside the Bun” for Taco Bell. We
want to jar people out of their ‘bun-based’ habits with
product flavors, aromas and textures they can only get
from Taco Bell food. We recently upgraded our beef,
beans, tortillas and steak to improve the quality and taste
of our most popular menu items. We also introduced
three new bold and deli-
cious products — Grilled
Stuft Burritos, Grilled
Chicken Quesadillas and
Grilled Steak Tacos,
which drove sales and
created new cus-
tomers for The Bell.
Working as one
system with our out-
standing franchisees
and company
restaurant operators,
our aim is to continue
creating The Bold
Choice for consumers
by running better restaurants,
improving food quality, introducing
new product innovations and reinforcing
Taco Bell’s value leadership.
21
Emil J. Brolick
President and Chief Concept Officer
Bob Nilsen
Chief Operating Officer
Mexican QSR Sales
Taco Bell 64%
Del Taco 4%
Taco John 2%
Regionals 13%
Independents 17%
The new Chicken Quesadilla is the hot new “hand-held,”
with tender all-white-meat chicken and three melted
cheeses all folded up in a freshly toasted tortilla.
SOURCE: CREST
CREST employed new tracking
methodology in 2001, therefore
percentages are not comparable to
prior years’ results.