Yum! Restaurants India’s managing director was exploring the ways to expand its business and had already opened the four outlets of Taco Bell in Bangalore, India in December 2013. The company succeeded to provide high quality Mexican-inspired fast food with a reasonable price in a customer friendly environment.
The market segment of this fast food was a youth with global aspiration and the people who always feel eager to try some new and who have the brand awareness. India, with over a billion people, the majority of whom were under 35, proved to be a potential market for the company where the growing income level and the increasing taste for international cuisines, opened the doors for quick service restaurant.
Although, in 2010, the company made a significant launch, but it did not succeed to enhance its presence all over the country. Repetition of visits by customers declined as the restaurant increased the vegetarian foods in its menu. The change in prices made by Taco Bell was reasonable and whether it was consistent with the Taco Bell brand? What would be effective ways to ensure the success of Taco Bell in Indian market? The authors, Akshay Kumar and Lubna Nafees, has the affiliation with Institute of Management Technology.
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