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  • May 1998 (Revised October 2001)
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Taco Bell Inc. (1983-1994)

By: Lynda M. Applegate, Leonard A. Schlesinger and Dave DeLong
  • Format:Print
  • | Pages:17
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Abstract

Details the actions of John Martin, newly named CEO, as he leads Taco Bell through a decade of incremental and radical changes. By the end of the case, total system sales within Taco Bell, a Mexican style fast-food restaurant chain and a division of PepsiCo, have grown from $700 million in 1983 to $3.9 billion in 1994, and the company is managing over 10,000 eat-in restaurants and a wide variety of other retail sites around the world.

Keywords

Business Subsidiaries; Transformation; Economic Growth; Food; Leadership Style; Growth And Development Strategy; Organizational Design; Performance Effectiveness; Food And Beverage Industry; Service Industry; Mexico

Citation

Applegate, Lynda M., Leonard A. Schlesinger, and Dave DeLong. "Taco Bell Inc. (1983-1994)." Harvard Business School Case 398-129, May 1998. (Revised October 2001.)
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About The Authors

Lynda M. Applegate

Entrepreneurial Management
→More Publications

Leonard A. Schlesinger

General Management
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More from the Authors

    • February 2021 (Revised February 2021)
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    By: Lynda M. Applegate, Sarah Endline and Michael Norris
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    Yellow Digital Retailers, Ltd.: Providing Solar Electricity to Transform Rural Africa

    By: Lynda M. Applegate, Frank V. Cespedes and Michael Norris
    • October 2020
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    Holden Forests & Gardens: Leading in Turbulent Times

    By: Lynda M. Applegate and Ankita Panda
More from the Authors
  • World of Dreams Entertainment Group: Building a Resilient Business By: Lynda M. Applegate, Sarah Endline and Michael Norris
  • Yellow Digital Retailers, Ltd.: Providing Solar Electricity to Transform Rural Africa By: Lynda M. Applegate, Frank V. Cespedes and Michael Norris
  • Holden Forests & Gardens: Leading in Turbulent Times By: Lynda M. Applegate and Ankita Panda
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