The Strategic Alliance: McDonald's and Chipotle's Rivalry with Taco Bell

It's 1984 and Taco Bell CEO John Martin's looking for a fight. The PepsiCo-owned chain might be America's número uno when it comes to Mexican fast-food, but growth is tepid. So Martin's on a mission to convince a skeptical nation to put down their Big Macs and eat tacos and burritos instead.

But even as Taco Bell goes all out to disrupt the fast-food status quo, a young chef with a burrito habit is rustling up a different business recipe that will shake fast-food to its foundations.

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