(including a cheeky clothing
line with Forever 21 that
includes shirts that say
things like FIRE! DON’T WAIT
UP and TOO MUCH SAUCE).
And it has increased its
focus on food quality, which
has played well in the
media; the site Food Beast,
for example, ran a story
headlined “Taco Bell Has
Low Key Become One of
America’s Healthiest Fast
Food Chains.” All of this
gives Taco Bell many paths
forward, and many ways to
excite new franchisees
around the world. “It’s
important for a brand to
stay multidimensional,”
Niccol says, “and we’ve done
it in a way that stays true to
the brand.” —CLAIRE ZULKEY