(Note: Correspondent Garrett Galbreath contributed to this article)
This actually made me add a new category to the blogroll, one for "Dumb Ideas."
In an apparent attempt at global expansion no matter how little common sense the idea involves, Taco Bell will be entering Mexico. However, the company must change some of its marketing.
First, they will not be selling Mexican food. In fact, an ad reads, "It is a new fast-food alternative that does not pretend to be Mexican food." Instead their brand will be, ""Taco Bell is something else." Hmm, it’s lunch time, I feel like ordering "something else."
Second, there will be some unusual items, with a menu that projects a more "American" fast-food image by adding French fries — some topped with cheese, cream, ground meat and tomatoes. So basically, nachos, but using fries instead of chips.
And third, no tacos – the hard-shelled items sold as "tacos" in the U.S. have been renamed "tacostadas."
Why all the changes? Let’s ask the executive in charge. "Taco Bell wants to take advantage of the perception that if something comes from the United States, it tastes better, that a country that has been Americanized is willing to Americanize food that is central to its cuisine," Monsiváis said. "It is an absurd idea, and given that it’s so absurd, it may just be successful in upper-class areas."
In case you are wondering, YUM shares are struggling. Perhaps it’s because people are walking into the CEO’s office, announcing they have an "absurd idea" and having that idea greenlighted.
Now you might be saying, "Andy, you’re being way too hard on these guys. Why not try something, and if it doesn’t work, put it in the scrap heap and forget it ever happened, just don’t do it again." Well, I agree. So for a kicker – "Taco Bell failed with a highly publicized launch in Mexico City in 1992, when it opened a few outlets next to KFC restaurants."