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A. HOO, Taco Bell Corp., 17901 Von Karman, Irvine, CA 92614

Taco Bell is the largest Mexican Quick Serve Restaurants (QSR) chain with over 7000 restaurants in the U.S. and owns 70% of the Mexican Food incidence in the U.S. The competitive QSR arena is extremely dynamic and fierce for consumer's share of stomach in the fast food industry.

Consequently, a key understanding of our core consumer's needs helps define and shape Taco Bell menu and new products. The major four tenets of product development for our core consumers are high taste, value, variety, and convenience. A discussion of how Taco Bell's addressed consumer needs and conducted product development by exploring Taco Bell's two most successful new menu items launches, the Gordita and Chalupa.