Name: Taco Bell 如何成為 Z 世代最愛？CEO 的行銷心法公開！ (How Taco Bell’s CEO Keeps Gen Z Obsessed | WSJ)
Uploaded: 2025-09-07T21:01:10.000Z
Duration: 9 min 8 s

They are spending on brands they care about, and Taco Bell is a brand they care about.

他們把錢花在自己關心的品牌上，而塔可鍾就是他們關心的品牌。

Fast food restaurants have been struggling.

Sales have slowed over the last year as people pull back on spending.

去年，隨著人們減少消費，銷售額有所放緩。

但塔可鐘的顧客還是源源不斷。

For us, it's how do we continue to really make the cult love us?

對我們來說，如何繼續讓邪教真正愛上我們？

Here's how Taco Bell's CEO says they're feeding the obsession.

以下是塔可鐘的首席執行官說他們是如何養成這種痴迷的。

How are you succeeding in fast food right now?

你現在是如何在快餐業取得成功的？

We have this thing called the magic formula, and I've talked about the magic formula a lot, but it consists of four components.

我們有一個叫做 "神奇公式 "的東西，我已經講過很多關於 "神奇公式 "的內容，它由四個部分組成。

我們希望成為一個有價值的品牌。

從我們的價值平臺中就能看到這一點。

我們希望成為數字領域的偉大品牌。

If you're not winning on this, you're not winning.

如果你在這一點上沒有獲勝，那你就沒有獲勝。

And we have a history and a DNA of innovation, and we want to continually bring new exciting things to our consumers.

我們擁有創新的歷史和基因，我們希望不斷為消費者帶來令人興奮的新事物。

Taco Bell brought back crispy chicken nuggets, and I can't believe how good they are.

塔可鍾（Taco Bell）又帶來了香脆雞塊，我簡直不敢相信它們有多好吃。

So it might surprise people that you sold out on chicken nuggets.

是以，人們可能會對你賣光了雞塊感到驚訝。

The funny thing about chicken nuggets, I think even internally, we had people into the kitchen, some influencers, some people within the industry.

關於雞塊的有趣之處在於，我認為即使在內部，我們也有一些人進入廚房，一些有影響力的人，一些行業內的人。

And I think people kind of scratched their head a little bit, but it didn't surprise us.

我覺得人們有點撓頭，但我們並不感到驚訝。

我們知道，我們有一個了不起的產品。

We knew we could storytell around that product.

我們知道，我們可以圍繞這個產品講故事。

We knew some of the content that we created, are we a taco place or a chicken place, really resonated with consumers.

我們知道，我們創作的一些內容，比如 "我們是墨西哥捲餅店還是炸雞店"，確實能引起消費者的共鳴。

From your taco place, it's also a chicken place that's also a taco place.

從你的墨西哥捲餅店，它也是一家雞肉店，也是一家墨西哥捲餅店。

And so the result, while surprising to a lot of people, wasn't surprising to us.

是以，結果雖然出乎很多人的意料，但對我們來說並不奇怪。

How have restaurants had to invest to accommodate more chicken?

餐廳如何投資以容納更多的雞肉？

We do have holding cabinets and things that keep the chicken longer.

我們確實有保溫櫃之類的東西，可以讓雞肉保存得更久。

But if you just look at the back of house and how we invest in stuff like something that makes us more efficient, like Preppy, which manages hold times.

但是，如果你只看後廚，看我們如何投資於能讓我們更有效率的東西，比如能管理滯留時間的 Preppy。

When you look at line printers, which is all about accuracy for us.

對於我們來說，行式打印機最重要的就是精度。

When you look at voice AI, it's investing in the holistic total back of house, which therefore helps all of our proteins resonate with consumers.

從語音人工智能的角度來看，這是對後端整體的投資，是以有助於我們的所有蛋白質與消費者產生共鳴。

What have you seen in trends or data that was like, oh, we have to be in chicken now?

你從趨勢或數據中看到了什麼，讓你覺得 "哦，我們現在必須做雞肉生意了"？

What happened to us is you start to get insights about how consumers are accessing more crispy chicken, how chicken is leading as a protein.

對我們來說，我們開始深入瞭解消費者如何獲得更多的脆皮雞肉，以及雞肉作為蛋白質的領先地位。

是以，對我們來說，這並不是什麼新鮮事。

It's now let's get in the kitchen, no pen and tenon, look at different forms, different flavors and how we can really leverage chicken on our menu for consumers.

現在，讓我們走進廚房，不用筆和榫頭，看看不同的形式、不同的口味，以及我們如何在菜單上真正為消費者提供雞肉。

As other types of meat get more expensive, more and more restaurants are making the bet on chicken.

隨著其他肉類的價格越來越高，越來越多的餐館將賭注押在了雞肉上。

In the last year, McDonald's, Chipotle and Wendy's have launched chicken-focused campaigns.

去年，麥當勞、Chipotle 和 Wendy's 相繼推出了以雞肉為重點的宣傳活動。

And sales for chicken chain restaurants have stayed high as burger chains have stalled.

在漢堡連鎖店停滯不前的情況下，雞肉連鎖店的銷售額卻一直居高不下。

You've got chicken players that are focused on it.

And then fast food is all into chicken, McDonald's, et cetera.

快餐業則是雞肉、麥當勞等等。

If you think about chicken nuggets, they weren't normal chicken nuggets like every other QSR had.

雞塊和其他 QSR 的普通雞塊不同。

It was chicken nuggets with a tortilla crusting.

It was the sauces we provide were very Mexican forward.

我們提供的醬汁非常墨西哥化。

If you think about jalapeno honey, bell sauce, jalapeno ranch.

如果你想到墨西哥辣椒蜂蜜、鈴鐺醬、墨西哥辣椒牧場。

So for us, for chicken, it's one, we want to be where the consumer is.

是以，對於我們來說，對於雞肉來說，第一，我們希望消費者在哪裡，我們就在哪裡。

And two, we want to make sure we do it the Taco Bell way.

其次，我們要確保用塔可鐘的方式來做。

The gordita crunch, all I do is munch on that good Taco Bell.

戈迪塔脆餅，我只想大快朵頤塔可鐘的美味。

那麼，您是如何尋找趨勢的呢？

We've been a brand that's been on the tip of culture.

我們一直是一個處於文化尖端的品牌。

So we look at everything, both data, qualitative trends, quantitative trends, Gen Z trends.

是以，我們關注一切，包括數據、定性趨勢、定量趨勢和 Z 世代趨勢。

And we want to make sure we're at the forefront of it all.

我們要確保我們站在這一切的最前沿。

If you look at what we think about, we think about sports, we think about music and we think about food.

如果你看看我們在想什麼，我們在想體育，我們在想音樂，我們在想食物。

We stay pretty focused on those three things.

We don't want to be the brand that jumps around and chases after every trend.

我們不希望成為一個到處跳來跳去、追逐各種潮流的品牌。

I was going to ask about your tenure at Nike, which is known for, you know, big drops and hype.

我想問的是你在耐克公司的任職情況，耐克公司以大跌眼鏡和炒作而聞名。

Are there elements of that experience that you're bringing to Taco Bell?

你是否將這種體驗的元素帶到了塔可鍾？

I'd say the most important thing I'm bringing is, you know, Nike is a product and a Taco is a product.

我想說，我帶來的最重要的東西是，你知道，耐克是一種產品，塔可也是一種產品。

And what I want to bring to continue to bring to Taco Bell is just storytelling about that product.

我希望繼續為塔可鍾帶來的是關於產品的故事。

And I think the more we storytell about the brand, whatever part of the brand it is, it's really important.

我認為，我們越多地講述品牌故事，無論它是品牌的哪一部分，都非常重要。

I also said when I came in that I'd always hear we want to be the best in QSR.

我上任時也說過，我一直聽說我們要成為 QSR 領域的佼佼者。

我們需要在 QSR 領域取得最佳銷售業績。

我們希望成為 QSR 的最佳品牌。

我們並不是 QSR 營運得最好的。

And I said, why can't we just be the best brand?

我說，為什麼我們不能成為最好的品牌呢？

We're going to keep this a secret, but the Bell doesn't deserve to be kept a secret.

我們要保守這個祕密，但貝爾不值得被保密。

When I came to Taco Bell, I think we were trying to sell to everyone and speak to everyone.

當我來到塔可鍾（Taco Bell）時，我認為我們試圖向每個人推銷，向每個人說話。

I think it's important to sell to everyone, but the brands that break through speak to somebody specifically.

我認為，向每個人銷售產品很重要，但突破性的品牌會特別針對某個人。

And who we speak to is somebody we call the cultural rebel, somebody who is pushing trends forward, who is changing the game.

我們所說的 "文化叛逆者 "是指那些推動潮流、改變遊戲規則的人。

請告訴我更多關於文化叛逆者的資訊。

我們稱之為 18 至 30 歲的 Z 世代。

是以，這幾乎是 Z 世代的一個分支。

And we want to make sure as we create food content, it really gives us a roadmap or a blueprint for wanting to create.

我們要確保在創作食品內容時，能真正為我們提供一個路線圖或創作藍圖。

是以，我們不只是在創造東西。

We're creating things that speak to that cultural rebel.

我們正在創造的東西，就是要表達這種文化反叛。

This is Taco Bell's celebration of its fates.

Behold, a bunch of randos, not famous people.

看哪，是一群流浪漢，而不是名人。

Taco Bell has competition in capturing this specific demographic.

塔可鍾（Taco Bell）在抓住這一特定人群方面存在競爭。

DCDX, a research firm that studies how Gen Z interacts with brands, ranked Taco Bell as number five on the Magnetic 100, a measure of restaurants' power to reach Gen Z based on how much and how often it's talked about online.

DCDX是一家研究Z世代如何與品牌互動的研究公司，它將塔可鍾餐廳評為 "磁性100"（Magnetic 100）中的第五名。

Okay, guys, I am back and I got a Baja Blast.

好了，夥計們，我回來了，我得到了一個巴哈爆炸。

When you look at that group, they're the word of mouth, brand ambassador, brand advocate that will drive your brand forward.

他們是口碑傳播者、品牌大使、品牌擁護者，將推動你的品牌向前發展。

And if you look at that, they are spending on brands that they care about.

從這一點來看，他們是在消費他們所關注的品牌。

You keep caring by executing the magic formula.

你通過執行神奇公式來保持關愛。

We want to make sure that from a brand standpoint, from a digital standpoint, from a value standpoint, and from an innovation standpoint, we keep on executing the plan.

我們要確保從品牌的角度、數字的角度、價值的角度以及創新的角度出發，繼續執行計劃。

You talked about value a little bit, and value is really the name of the game in the industry right now.

你談到了價值，而價值確實是當前行業的遊戲規則。

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Taco Bell 如何成為 Z 世代最愛？CEO 的行銷心法公開！ (How Taco Bell’s CEO Keeps Gen Z Obsessed | WSJ)

content

obsession

deserve

average