Taco Bell in Japan, Round Two Japan, Will This Time Be a Fiesta or Siesta?

In: Business and Management

Submitted By phillip410
Words 3503
Pages 15
Taco Bell in Japan
(Round Two Japan, will this time be a Fiesta or Siesta?)
By Phillip Smith

As a child, growing up on the West Coast of America, Taco Bell, was as common as McDonalds, with locations in every neighborhood. Its classic chicken quesadilla and bean burrito were staples of my college diet and I could not imagine a fast-food landscape without the spicy taco-sauce. Although, since moving to Japan in 2005, I’ve had to settle for eating Taco Bell only when traveling outside of Japan. That being said, every other major US fast-food chain seems to be serving its notable favorites in the land of the Rising Sun. For example, McDonalds operates over 3,100 units (Inagaki, 2015), Kentucky Fried Chicken has 1165 locations (Yum!’s, 2015) and Starbucks has 1117 (Loxcel, 2015); but where is Taco Bell?

On 21 April, 2015, the multinational fast-food chain answered back with its launch into the Japan market with a new location in Shibuya, Tokyo. This is not Taco Bell’s first launch in Japan. Back in the late 1980’s it opened stores in two markets, Tokyo and Nagoya (Matayoshi, 2015). A few years later in the early 1990s, they closed all the Japan operations, abandoning the country.

Will the second attempt be different? How will marketing play a role in its success? Did they invest in market research to gain insight in the lay of the land? How will its competitive environment contrast its first attempt to penetrate the Japan market? What type of competitive strategies will it use? When setting pricing and menu mix, how will competitive bench marketing and competitor analysis play a role in decision making? These questions and others will be reviewed as we dive into Taco Bell in Japan, Round Two, will this time be a Fiesta or Siesta? TACO BELL HISTORY
Taco Bell was started by a man named Glen Bell, who started his entrepreneur dream with…...

Similar Documents

Taco Bell

...to why Taco Bell restaurants should be an investment. This report is designed for Ms. Yolanda Yorbon, the current boss at Yolanda’s Yummy Restaurant. She has asked me and my research team to do some investigative work and present it in a long formal report. This will help her to determine which fast food franchise she should make an investment in between McDonald’s, Taco Bell, and Burger King. I will be examining the background behind the business, start-up costs, commitment, locations, requirements to work, requirements to franchise, and the ongoing fees for Taco Bell. Ms. Yolanda’s expertise is in the area of Mexican food. She really wants to be successful in other restaurant business ventures, and this is the way to provide the answers. Taco Bell Corp., based in Irvine, California, is the nation's leading Mexican-style chain. Taco Bell was founded by Glen Bell who first opened a hot dog stand in 1946 when he was 23 years old. Six years later, he sold the stand and opened a new one two years later, this time selling tacos under the name of Taco-Tia. Bell sold the El Tacos to his partner and built the first Taco Bell in Downey in 1962. Taco Bell Corp. started franchising in 1964. In 1970, Taco Bell went public with 325 restaurants. In 1978, PepsiCo purchased Taco Bell from Glen Bell. Taco Bell sells tacos, burritos, quesadillas, and many other Mexican foods. This would be great for Ms. Yolanda because her expertise is in Mexican food. Before starting up a Taco Bell......

Words: 653 - Pages: 3


...With such this country beings such a small island Japan is actually has a huge cultural impact on the world. Most of it's early cultural has been influenced by other countries and empires mainly China and has since the early B.C era of times has evolved into the prosperous culture we have today. Japan today is rich and diverse and unique from any other Asian country and culture today. In Ancient Japan before the the establishment of city states, Japan was no different from any other early civilization were they had many hunter gathering villages and tribes. The men in this culture typically Hunted and the women stayed at home and harvested and domestic work. The thing that make Japan so unique is that other early civilization did not put such a heavy influence on pottery and art like the early Japaneses did. This period in Japaneses history is known as the Jōmon period. Art in this era is consisted of pottery and vases decorated in many beautiful gems such as Jade. Even there weapons had an artistic appeal to it. This early Art influence has molded Japan into the innovative country it is today. The Heian period is noted as the peak of Japan ancient culture were its art and literature are still a very influence part of today's culture. During this time the Chinese involvement in Japan had reduced to a minimal and many Chinese invention were expanded upon and made better and more useful. This advancement of already useful goods is tradition that still has strong impact in......

Words: 2324 - Pages: 10


...Japan Bill Cook Westwood College February 4, 2013 Japan History Japan is a country that has been around for a long time and is filled with conflicts and extremes. Japan is known for the way they do things and it’s state of the art technology, solid fighting traditions and superior creative achievements. Japan is an island that so close to the mainland, yet it’s still very much secluded. Throughout history, there have been several ideas that have been adopted from both Asia and the West that believe with Japan being so secluded from the mainland, this has developed the country into a distinctive cultural of crossbreeds. As a result, Japan is a country that has traces of many developments and it its own unique identity. Even though the Japan has very few natural resources and has experienced several natural disasters, Japan has learned to continue to push through a complicated system of where there is a great need of dependency and feeling the obligation to work together in the country where survival is quite difficult. Economy Every country has its own form of money, which is called currency. In Japan, their currency is called “Yen”. According to London South East of the History of Japanese Yen (www.lse.co.uk/currency), Japanese coins were first modeled on Chinese coins. 'The word “Yen” plainly means, “circle” and the original coins were rounded and had either a square or round hole in the center of the coin. Since 1871, Yen has been the approved unit of currency......

Words: 2965 - Pages: 12


...Artif Life Robotics (2010) 15:395–399 DOI 10.1007/s10015-010-0825-4 © ISAROB 2010 ORIGINAL ARTICLE Yousin Park · Yunju Chen A centrality analysis of the transaction relationships in Panasonic Received: April 16, 2010 / Accepted: April 30, 2010 Abstract Panasonic initiated a reform strategy called “Value Creation 21” in 2001. This strategy had a strong impact on its transaction relationships. This research covers one of the important issues in analyzing how the transaction network in Panasonic has changed during the period of “Value Creation 21.” In order to make Panasonic’s transaction relationships visible and countable, we have introduced graph theory and a measure centrality index from the viewpoints of degree, closeness, and betweenness by using data collected in 2002 and 2005. Our findings are reported here. First, the number of firms in Panasonic’s transaction network in 2005 was smaller than in 2002. Second, not only the degree, but also the closeness and betweenness, of the main firms in the Panasonic Group and their suppliers decreased a little more in 2005. Third, the number of in-degree firms declined, whereas the relative importance of Panasonic in the transaction network was more significant. Fourth, Panasonic’s affiliated firms in components & devices and the digital AVC network domain ranked higher than other firms in the transaction network. Last, its out-degree suppliers dropped more in 2005 than in 2002. With these findings, we finally concluded how......

Words: 2116 - Pages: 9

Taco Bell

...Global Operations Taco Bell Case TACO BELL CASE 1. Draw a diagram of the process using the format in Exhibit 7.3. 2. Consider a base case where a customer arrives every 40 seconds and the Customer Service Champion can handle 120 customers per hour. There are two Food Champions, each capable of handling 100 orders per hour. How long should it take to be served by the restaurant (from the time a customer enters the kiosk queue until her food is delivered)? Use queuing models to estimate this. λ=Arrival Rate μ=Service Rate Based on M/M/1 Model So, λ=360040=90 Customers per hour μS (Service Champion)= 120 Customers per hour μF (Food Champion)= 200 Customers per hour Now, we need to calculate Average Total Time spent by customer in complete system: Ls (Service Champion) =λμ-λ Ls = 90120-90=3 Customers Ws (Service Champion) = Lsλrnote Ws = 390=0.033 hour or 2 min or 120 sec Ls (Food Champion) =λμ-λ Ls = 90200-90=0.82 customer Ws (Food Champion) = Lsλ Ws = 0.8290=0.009 hour or 0.54minor32.72sec ∴Total Average Time=WService+ WFood =120+32.72=152.72 seconds 3. On average, how busy are the Customer Service Champions and the two Food Champions? ρ=Ratio of Total arrival rate to service rate for a single server λμ ρService=90120=75% ρFood=90200=45% 4. On average, how many cars do you expect to have in the drive-thru line? (Include those waiting to place orders and those waiting for food.) ∴ Ls (Average number in system......

Words: 967 - Pages: 4

Taco Bell

...Taco Bell Analysis Introduction In our fast paced world, fast food restaurants are very popular and fit right in. People enjoy the fact that they can get prepared food fast and at a reasonable price. There are a lot of fast food restaurants that offer you the option of buying a hamburger and French fries. So when Taco Bell came along and introduced to the fast food world Mexican food, it received a warm welcome. Taco Bell became an instant success. From the origination in 1954 to the present Taco Bell has been allowing their customers the opportunity to choose a variety of Mexican food. The organization and all subsidiaries/strategic business units Taco Bell is a subsidiary of Yum! Brands. In May of 2002, Tricon Global Restaurants Inc. changes its name to Yum! Brands, Inc. Yum! also operates or licenses Pizza Hut, KFC, and WingStreet. Prior to 2011 Yum! also owned Long John Silver’s and A&W Restaurants. It is based in Louisville, Kentucky, it is the world’s largest fast food restaurant company in terms of system units---more than 39,000 restaurants around the world in over 125 countries. In 2011, Yum!’s global sales totaled more than $12 billion. Taco Bell alone serves more than 36.8 million consumers each week in more than 6,000 restaurants in the U.S. Historical perspective on the organization. In 1954, Glen Bell opened the doors to his first Mexican food restaurant called “Taco Tia.” He drove around in an old bread truck handing out sombreros to......

Words: 1440 - Pages: 6


...Style of Japanese Corporate Management Image of Global Exposure Less than 20% of sales are made in Japan, while markets in emerging countries are expanding.
Ratio of employees with foreign nationality is more than half and all functions are being multi-nationalized. Sales companies: Localization is further promoted but also integration with service deposits is facilitated. In order to focus on maintenance and service business in the future, these bases and technologies are developed by the company itself. Factories: More globalized division of labor is promoted. Corporation with factories in Japan is also enhanced. R&D: They have a history of more than ten years. Research and development are divided. Japan is responsible for application research, and basic research is optimally deployed. (By intensively supplying manpower and money to ventures and research bases for cutting-edge technologies mostly in the U.S. and maintaining the sensitivity of the antenna at a higher level, access to world-class intellects is enhanced.) Japan still plays the central role with its ability for concurrent development, and development unique to each location is conducted locally.
Global headquarters (Japan) is specialized in coordination among functional regional headquarters and global control. Only some parts of it employ bilingualism. At the same time, regional headquarters in Japan is also established. Leaders are frequently exchanged across borders. A certain number of employees......

Words: 849 - Pages: 4


...When Japan is mentioned, the first picture painted in ones mind is the look of the ancient temples, a mountainous terrain covered in mist, bullet trains among other famous features. These are among the unique aspects that are synonymous with the Asian nation that today is one of the leading economies in the world. Like other countries however, Japan has its history and the general information that one has to take a detailed look at in order to understand the nation well. Japan is an island nation that lies in the eastern side of Asia continent in the Pacific Ocean. It neighbors countries like China, North Korea, South Korea, and Russia which are to the east of Japan, while on the south it borders Taiwan. Japan stretches from Sea of Okhotsk in the north towards south up to the East China Sea forming a chain cluster of islands those total up to 6,852 islands that together are known as the Japanese Archipelago. Honshu, Hokkaido, Kyushu and Shikoku are the four largest islands in the mountainous nation of Japan accounting for around twenty seven percent of the whole land area. In total, Japan sits on 377,915 square kilometers with land forming 364,485 sq km and water occupying the rest 13,430 sq km. Comparing the area occupied by the whole of Japan to an equivalent in the U.S, it is said to be slightly smaller in size than the state of California. This island nation has a relatively long coast line that stretches for 29,751 km. Legendary stories trace the creation of the......

Words: 2384 - Pages: 10

Taco Bell

...Taco Bell is an American chain of fast-food restaurants based in Irvine, California. A subsidiary of Yum! Brands, Inc., they serve a variety of Tex-Mex foods including tacos, burritos, quesadillas, nachos, other specialty items, and a variety of "value menu" items. Taco Bell serves more than 2 billion customers each year in more than 6,500 restaurants mostly in the U.S., more than 80 percent of which are owned and operated by independent franchisees. History Founding and growth Taco Bell was founded by Glen Bell, who first opened a hot dog stand called Bell's Drive-In in San Bernardino, California Bell began eating there regularly, attempting to reverse-engineer the recipe, and eventually won the confidence of the proprietors such that they allowed him to see how the tacos and other foods were prepared. Several locations in the Midwestern United States were converted from Zantigo, a Minneapolis, Minnesota-based Mexican chain which PepsiCo acquired in 1986. Concepts In 1991, Taco Bell opened the first Taco Bell Express in San Francisco. This concept is a reduced-size restaurant with a limited menu, meant to emphasize volume. Taco Bell Express locations operate primarily inside convenience stores, truck stops, shopping malls, and airports. Taco Bell began co-branding with KFC in 1995, when the first such co-brand opened in Clayton, North Carolina. The chain has since co-branded with Pizza Hut and Long John Silver's as well. In 1997, PepsiCo experimented with a......

Words: 3264 - Pages: 14


...To Be or Not to Be: Japan’s Reliance on Mahan’s Strategy during World War II Geographically, Japan is an island nation that is slightly smaller than the state of California, with an area of 377,915 square kilometers. However, Japan has a coastline that is almost 30,000 kilometers in length in comparison to the United States coastline, which is 19,924 kilometers in length. It is narrowly separated from modern-day Russia, North Korea, South Korea, and China by the Sea of Japan and the East China Sea. On maps the largest cities in Japan are on the Eastern side of the island chain, looking toward the Atlantic Ocean, and it boasts few natural resources, besides fishing. The geography of Japan and its proximity to its neighbors has shaped the strategic policy of Japan for centuries, and has driven the necessity of a strong navel strategy. However, it did not always have naval aims. During World War II, while Japan strongly relied on the writings on Alfred Thayer Mahan (1840-1914) in developing their national and naval strategy. However, their strategy had some fatal flaws that would prevent a victory or a negotiated settlement with the United States. Mahan is often compared to the highly esteemed Jomini and Clausewitz, who were famous for their land-based military strategy. However, many of his ideas were not new; they were derived from historical sources from which he distilled and clarified some major concepts. Mahan’s huge contribution to Navel strategy was......

Words: 2943 - Pages: 12

Taco Bell in India

...For the exclusive use of M. Alshahri, 2015. W14536 TACO BELL: A MEXICAN-INSPIRED RESTAURANT IN INDIA Lubna Nafees, Ashok Bajpai, Akshay Kumar, Anoop Chand, Maryne Ann James, Bonney Luke Thomas, Jayakrishnan B. Nair, Kunal Hazari and Garima Konda wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) cases@ivey.ca; www.iveycases.com. Copyright © 2014, Richard Ivey School of Business Foundation Version: 2014-10-29 With four outlets of Taco Bell opened in Bangalore by December 2013, Niren Chaudhary, managing director of Yum! Restaurants India, felt eager to expand its market offerings. He pulled out the morning newspaper and impatiently ruffled through the pages until he reached the business section. He paused briefly, folded the paper and leaned forward to read better. Focusing his......

Words: 6383 - Pages: 26


...More Globalization To Solve Japan's Prolonged Economic Stagnation: 2020 Tokyo Olympic, Establishment of Foreign Companies and Cultural Reform/Cultural Ramification Before Japan was globalized it was secluded from the rest of the world for nearly two centuries from1603 to 1868. This time period was called the Tokugawa Period. Even though Japan closed its ports to foreign trade, it was self sustainable and independent. This self sustainable society was maintained through its unique producer-consumer relationship and the "reuse recycle" practice in commerce due to the island's limited resources. Repair merchants such as tinker, ceramics repairers and truss hoop repairers supported a society where nothing was thrown away but instead carefully repaired and reused until the products were truly un-amendable. For example, tinkers used special techniques and charcoal heat to weld holes in pots and kettles with other metals; ceramic repairers glue broken ceramic pieces together with sticky rice and applied heat; paper makers buy used papers and blend them to make a variety of paper from writing paper to toilet paper (Staff). The Tokugawa Period served as a model of a flourishing sustainable society to the Japanese. After Japan was introduced to globalization during the Second World War, the nation benefited from becoming a export driven economy, business policies such as the lifetime employment policy promoted the efficiency of the company, and the cultural influences on business......

Words: 3659 - Pages: 15


...#1 Ancient Japan throughout history has been regarded as an autonomous and sovereign country, which successfully rid themselves from the influences of the Western world and the Asian mainland before the arrival of Commodore Matthew Perry in 1853. However, considering the origin of the nation’s religion, livelihood, and trade system, this statement may not be as accurate as believed by today’s society. Every civilization is influenced—at least in some aspect—from other empires, even an island (like Japan) isolated from all neighboring domains. Nonetheless, this widespread declaration may be present due to what is known in Japan as the Edo Period, where the Shoguns attempted to separate the kingdom from the rest of the world. By the time the Tokugawa family rose to power in 1603, religion in Japan had already been established. The faiths of Buddhism, Christianity, and Confucianism were all existent, each being introduced to Japan by different nations. Buddhism, which originated in India, made its way across Asia, reaching Japan in the 6th century from Korea. Japan similarly was exposed to Confucianism by the Chinese not long after the philosophy grew in popularity. Moreover, Christianity arrived in Japan from visiting European countries, first introduced by Portugal in 1543, who were interested in “converting the countrymen to the faith of Christ” (153). Europe managed, by 1614, to have approximately 1% of the Japanese population following Christianity, achieving this by......

Words: 807 - Pages: 4


...Cultural Perspectives of Japan William Earl Barnes Jr. Abstract Japan is an island country sited east of the mainland of Asia. It is made up of a long, slender group of islands. The four main islands are Honshu (the largest), Hokkaido, Kyushu, and Shikoku. There are more than three thousand smaller islands. Together, they have about the identical land area as the state of California. Across the Sea of Japan to its north and west are Russia and South Korea. To the east, where the sun rises, Japan borders the Pacific Ocean. The Japanese call their nation Nippon, which means “Land of the Rising Sun” Japan has a remarkable landscape. Mountains and hills cover most of the land. A chain of mountains runs down the middle of Japan. Snow-capped Mount Fuji, Japan’s highest peak, towers over Honshu Island. Swift streams flow from the mountains into the sea. Thick forests cover the mountainsides where deer and monkeys make their homes in the spring; the countryside is colored pink and white with the blossoms of plum and cherry trees. In southern Japan, summers are long and hot. In the north, winters are cold and snowy. Central Japan has an enjoyable climate, with warm summers and cool winters. The country is often shaken by volcanic explosions and earthquakes. Japan’s first powerful rulers were chiefs from the Yamato region. During the Yamatos’ rule, many visitors from other lands came to Japan. Scholars from china brought the Chinese writing system in the 400s. They also......

Words: 3523 - Pages: 15

Taco Bell

...Case Presentation: Taco Bell Case Presentation: Taco Bell Pat Lauscher and Jesse Paprocki BUS 754: Information Systems Mgmt Spring 2003 HISTORY (EVENTS) Company Focus: John Martin joined Taco Bell in 1983 as president and CEO, having previous executive level experience with other fast food chains. He discovered that the company didn’t know what business it was in, so he quickly focused Taco Bell on the fast food industry. Process Improvements: 1983-1988: Strong growth in the 60s and 70s came to a halt in the early 1980s as the fast food industry began showing signs of maturity. To deal with the potential threat of a maturing business, Taco Bell began a series of process improvement initiatives that really changed the way it did business. These improvements included increased restaurant capacity by modernizing its restaurants to include drive through windows, increased seating capacity, electronic point of sales systems (to replace plastic order boards), and reconfigured food production areas. Taco Bell also added some new menu items during this time. 1988-1991: Continuing to feel the effects of an industry margin squeeze, Martin commissioned two studies that tuned the company in to what the customers really valued, FACT (Fast, Accurate, Clean, and Temperature). In response, the organization stopped viewing quality and price as incompatible tradeoffs. The K-minus program transformed the kitchen into a heating and assembly unit and centralized......

Words: 1534 - Pages: 7