When Americans think of Mexican food, they usually think of Taco Bell. When Mexicans think of Mexican food, they would probably never think of Taco Bell as a choice. But, in a bold move, Taco Bell is attempting to open a restaurant in Mexico.

They will be using the slogan “Es Otra Cosa” or “It’s Something Else.” This slogan epitomizes the strategic plan that Taco Bell is using to market the restaurant. Taco Bell will not be moving into the traditional Mexican food business, but rather into “something else,” its own sort of fast food niche.

The restaurant will offer its regular menu with a touch of American food in the form of ice cream and French fries. They will also change the impression of some of their Mexican food by changing some of the names of items like “taco” to “tostada;” obviously their taco wouldn’t fit in the typical Mexican taco definition.

The company has done a lot of consumer research and they expect that the restaurant will succeed. Taco Bell will be something new and different for Mexicans to consume. Consumers won’t go to the restaurant for Mexican food; they’ll go for the experience.

I think that Taco Bell is going about this campaign in the right way. Clearly they have done their consumer research, and they are wise enough to know that the Mexican population does not want more Mexican food; they want something new and different, and Taco Bell isn’t just Mexican food, “Es Otra Cosa” – It’s something else.

Source: http://consumerist.com/consumer/fast-food/taco-bell-returns-to-mexico-after-15-years-309405.php