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  • May 1998 (Revised October 2001)
  • Case
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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
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Leonard A. Schlesinger

General Management
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More from the Authors
  • The Meteoric Rise of Skims By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
  • Beyond the Barricades: Chile 2023 By: Debora L. Spar, Willis Emmons, Leonard A. Schlesinger and Ruth Costas
  • Doing Business in Lima, Peru By: Jeffrey T. Polzer, Leonard A. Schlesinger and Max Hancock
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