Extra Salt
Taco Bell’s Not-So-Secret Sauce: An Endless Stream of New Stuff
The (sort-of) Mexican chain is introducing twice as many dishes this year as last, which keeps customers coming back.
Photo illustration: Rui Pu for Bloomberg Businessweek; Images: Shutterstock (17)
How many ways can we talk about our increasingly short attention spans? Nobody reads books anymore. We want recipes for 10-minute, three-ingredient meals. Clothes can be ordered before they’re even made and will land in a dumpster before the season is over. And, of course, TikTok.
Today’s instant gratification-obsessed attention economy has a clear winner: Taco Bell. And it’s winning in the traditional economy too. Its credo is transparent—it shares its plan openly and simply, and it doubles as instructions to the rest of us: “Live más.”