Warning: I’m being pretty generous with over-the-top superlatives today.
I think Taco Bell is the most innovative company on earth. Honestly.
Some might look at what this company offers and think them a bit pedestrian, but remember, this may be the most mature industry conceivable. Innovation is NOT supposed to happen in mature industries.
First is a unique offering which exploits the only true competitive advantage Taco Bell has, the ability to offer texture in its food. To the uninspired, it’s the usual hamburger formula: carb, veg, cheese, beef carb. But, come on, crunch in your burger? Nobody makes it like this!
And the grand triumph is a co-branding strategy that I think is possibly the most extraordinary work of marketing genius ever committed on earth.
These are its best selling products of all time and no surprise.
Now consider this: anyone with half a brain figured out smartphones were coming, tablet computers were coming and… wedge laptops? Puh-leeze. Easy.
Taco Bell has come up with two complete breakthroughs which I’m convinced would otherwise never exist. And in commodity fast food! I’m so impressed.