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Taco Bell vs Chipotle | Demolition Man | 1
Business Wars
Taco Bell's Biggest Food Giveaway Ever
CEO John Martin knows this giveaway is a last ditch attempt to drag himself out of a hole of his own making. Two years ago, Taco Bell's explosive growth ended when its fast food rivals finally neutralized its value menu with their own cut price options. In January 1997, PepsiCo announces it will spin off Taco Bell, KFC and Pizza Hut into an independent company called Tricon Global Restaurants. That day, Taco Bell gives away millions of border lights meals, but it makes no difference. With sales sliding, Taco Bell quietly drops border lights and Martin resigns after 13 years in charge.
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