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Easily one of the most popular consumer brands in the United States, Taco Bell is a name practically every American knows for its distinctive gastronomic offerings. “Taco Bell is unique in the sense that there’s not really a major competitor to it in that space,” Georgia State University Franchise Entrepreneurship Professor Benjamin Lawrence said in our feature article about the company topping the 2020 Franchise 500 ranking.
This year, despite the challenges brought about by the pandemic, Taco Bell retains its top spot on Entrepreneur’s 2021 Franchise 500 ranking. The advantage of being in a “category of one” appears to remain strongly in effect.
It’s also noteworthy that Taco Bell has a clear understanding of its target market — millennials. As it shifted its target customers from family diners to working and job-seeking