Better Beans, Tastier Tortillas and Meatier Marketing for Taco Bell.

Business Editors

IRVINE, Calif.--(BUSINESS WIRE)--Jan. 9, 2002

Taco Bell(R) Meets Customer Expectations with Improved Quality

Ingredients and "Think Outside the Bun" Marketing Campaign

America's favorite tacos and burritos just got a little tastier for 2002. In an effort to leverage its price value perception among loyal customers and attract lighter users, Taco Bell Corp. has improved the quality of several core ingredients including softer tortillas, heartier beans and more flavorful taco meat. The new items, now available at over 6,700 Taco Bell restaurants nationwide, officially debuted with the Company's 98-Cent Crunchy Taco and Bean Burrito Combo, available at participating Taco Bell locations now through January 25.

"We're continuing our ongoing quality initiative for 2002 with the debut of better quality ingredients in our core products at a great value," said Greg Creed, chief marketing officer, Taco Bell Corp.

In taste tests, consumers rated the new ingredients higher in taste, appearance, texture and quality. The products also rated high in terms of "value for the money" and "purchase interest." Research also indicated that core customers want a "better" Taco Bell, while light and lapsed users want a more relevant Taco Bell. Taco Bell plans to please both groups by continuing to improve the quality of ingredients and introducing innovative new products.

ValuBell Food, Superior Service

Taco Bell's new fresh, quality ingredients are key to enhancing customer satisfaction. For example, Taco Bell uses 100 percent all-white meat chicken, choice grade carne asada-style steak, and freshly prepares its nacho chips daily. In addition, the signature three-cheese blend is made of real cheddar, mozzarella and pepperjack cheeses and products are topped off with grade A sour cream. All food is prepared to order and backed with a money back guarantee.

In addition to the company's enhanced product quality focus, Taco Bell measures overall customer experience through its CHAMPS program, focusing on Cleanliness, Hospitality, Accuracy, Maintenance, Product and Speed of Service. The initiative has seen scores increase eight percent in 2001.

Ad Campaign - Think Outside The Bun

Launched in September 2001, the Company's advertising campaign and tagline, dubbed "Think Outside the Bun" marked the first official demonstration of its new marketing approach. The $200 million campaign, created by Foote, Cone & Belding San Francisco (FCB), challenges Americans to rethink their eating habits and demand bold, innovative menu items like those found at Taco Bell. The slogan tested positively with both frequent and casual customers, providing "more choices" and an opportunity not to "just settle for another burger or sandwich."

"'Think Outside the Bun' is not just an ad campaign, it's how we are repositioning the Taco Bell brand. Everything we do -- from operations to marketing to food quality -- embraces our new theme," said Creed. "Taco Bell is in a strong position to continue to differentiate itself from the world of burgers and sandwiches. In fact, while burger chains charge 99 cents for their value menu products, we're delivering two products -- a crunchy taco and a bean burrito at 98 cents -- a penny less. It's just another example of how we're living our marketing strategy."

Taco Bell Corp., a subsidiary of Tricon Global Restaurants Inc. (NYSE: YUM), is the nation's leading Mexican-style quick service restaurant chain serving tacos, burritos, signature Chalupas and Gorditas, nachos and other specialty items. Taco Bell serves over 35 million consumers each week in nearly 6,700 restaurants in the U.S. In 2000, Taco Bell generated $5.1 billion in system-wide sales.