LOUISVILLE, KY. — Yum! Brands Inc., which counts Taco Bell, KFC and Pizza Hut as subsidiaries, sees opportunity in expanding Taco Bell at foodservice locations and retail.
Through a partnership with the Kraft Heinz Co., Taco Bell is growing its consumer packaged goods (CPG) presence. Branded products include a full Taco Bell at Home line, which features items like Crunchwrap Supreme and Chicken Chipotle Quesadilla Cravings kits, taco shells, seasoning mixes and sauces.
“Kraft Heinz and Taco Bell created the Taco Bell at Home line to bring signature and crave worthy Taco Bell offerings and flavors straight to the grocery aisle and allow fans to make Taco Bell their way,” said Danielle Coopersmith, associate director of marketing for Taco Bell at Home. “Our innovation strategy focuses on creating new products inspired by beloved Taco Bell classics that encourage fans to customize their at-home creations and take them to new heights.”
Over on the foodservice side, Taco Bell is seeing a rise in digital sales at its restaurants. Same-store sales rose 5% at Taco Bell, with loyalty program users increasing 17% in the fourth quarter ended Dec. 31, 2023.
“It looks like we're doing a great job of holding on to them, and in fact, in both the entire year and in Q4, we saw the low-income consumer trade areas outperform the rest of the business, and I think that speaks to the strength of Taco Bell in this environment,” said David W. Gibbs, chief executive officer of Yum!, in a Feb. 7 earnings call. “(Taco Bell) is a value leader in so many ways.”
KFC also has expanded its menus with limited-edition introductions like Chizza, pronounced “cheet-za.” The Chizza features two white meat extra crispy fried chicken filets, topped with marinara sauces, melted mozzarella and pepperoni. It first debuted on KFC menus in the Philippines in 2015, and has moved to menus in South Korea, Taiwan, India, Thailand, Germany, Spain and Mexico, among others, and it is debuting in the United States.
In the United States, KFC sales were flat in the fourth quarter, although the company has planned first-quarter initiatives to boost sales, including a Smash’d potato bowl and KFC’s first loyalty rewards program.
