Case | HBS Case Collection | November 1991 (Revised April 1994)

Taco Bell Corp.

by Leonard A. Schlesinger and Roger H. Hallowell


John Martin, Taco Bell CEO, brings the company into line with its competitors through incremental change during the 1980s. In the early 1990s, he adopts breakthrough approaches to improve service levels while reducing prices, providing a distinct competitive advantage. Illustrates the power of breakthrough thinking in a service industry and demonstrates the importance of a coordinated, holistic approach to implementation.

Keywords: Change Management; Food; Competitive Advantage; Innovation and Management; Retail Industry; Food and Beverage Industry; United States;


Schlesinger, Leonard A., and Roger H. Hallowell. "Taco Bell Corp." Harvard Business School Case 692-058, November 1991. (Revised April 1994.)