View source for Taco Bell

{{short description|American fast-food chain}}
{{distinguish|Taco Bill}}
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{{pp-vandalism|small=yes}}
{{Lead too short|date=April 2025}}
{{Use mdy dates|date=April 2025}}
{{Infobox company
| name = Taco Bell Corp.
| logo = Taco Bell 2023.svg
| logo_size = 150px
| logo_alt = An image of the Taco Bell logo
| logo_caption = Taco Bell's logo used since September 2023
| image = Tacobellheadquartersirvine.jpg
| image_caption = Current headquarters at 1 Glen Bell Way in [[Irvine, California]]
| type = [[Subsidiary]]
| foundation = {{start date and age|1962|3|21}}<br />[[Downey, California]]
| founder = [[Glen Bell]]
| location = 1 Glen Bell Way,<br />[[Irvine, California]], U.S. (2009–present)
| locations = 8,218 (2022)<ref>{{Cite web |title=Taco Bell restaurants 2022 |url=https://www.statista.com/statistics/256824/taco-bell-restaurants-worldwide/ |access-date=September 24, 2023 |website=Statista |language=en}}</ref>
| areas_served = {{Collapsible list |title=List|{{unbulleted list|Aruba|Australia|Bosnia and Herzegovina|Brazil|Canada|Chile|China|Colombia|Costa Rica|Cyprus|Dominican Republic|El Salvador|Finland|Greece|Guam|Guatemala|India|Indonesia|Japan|Kuwait|Malaysia|Netherlands|New Zeeland|Panama|Peru|Philippines|Portugal|Puerto Rico|Romania|South Korea|Spain|Sri Lanka|Thailand|United Kingdom|United States
}}}}
| key_people = {{ubl|Julie Felss Masino<br />([[President (corporate title)|Brand president]])<ref>{{cite web|url=https://www.restaurantbusinessonline.com/leadership/taco-bell-names-julie-felss-masino-brand-president|last=Maze |first=Jonathan|date=January 5, 2018|title=Taco Bell Names Julie Felss Masino Brand President|work=Restaurant Business|access-date=May 15, 2019}}</ref>|Liz Williams<br />([[President (corporate title)|International president]])<ref>{{cite web|url=https://www.nrn.com/quick-service/taco-bell-co-president-liz-williams-talks-international-growth-and-post-brian-niccol|last=Luna|first=Nancy|date=July 24, 2018|title=Taco Bell co-president Liz Williams talks international growth, and post-Brian Niccol succession planst|work=[[Nations Restaurant News]]|access-date=May 15, 2019}}</ref>}}
| industry = [[Restaurant]]
| genre = [[Fast food]]
| products = {{flatlist|
* [[Taco]]s
* [[Burrito]]s
 }}
| revenue = {{increase}} $1.988&nbsp;billion (2015)<ref name="Yum!-Brands-AR2015">{{cite web |url=http://www.yum.com/app/uploads/2015YumBrands_AnnualReport.pdf |title=Yum! Brands, Annual Report 2015 |publisher=yum.com |access-date=April 17, 2016 |url-status=dead|archive-url=https://web.archive.org/web/20160415230804/http://www.yum.com/app/uploads/2015YumBrands_AnnualReport.pdf |archive-date=April 15, 2016 }}</ref>
| parent = {{unbulleted list|[[Yum! Brands]] except China|[[Yum China]] within China}}
| homepage = {{URL|https://tacobell.com/}}
}}

'''Taco Bell Corp.'''<ref>{{Cite web |date=March 21, 1962 |title=Taco Bell Corp. |url=https://opencorporates.com/companies/us_ca/0429820 |access-date=April 11, 2024 |website=[[OpenCorporates]]}}</ref> is an American multinational chain of [[fast food restaurant]]s founded in 1962 by [[Glen Bell]] (1923–2010) in [[Downey, California]].<ref>{{Cite web |title=Taco Bell |url=https://www.yum.com/wps/portal/yumbrands/Yumbrands/company/our-brands/taco-bell |access-date=September 25, 2023 |website=yum.com}}</ref> Taco Bell is a [[subsidiary]] of [[Yum! Brands, Inc.]] The restaurants serve a variety of [[Mexican cuisine|Mexican]]-inspired foods, including [[taco]]s, [[burrito]]s, [[quesadilla]]s, [[nachos]], novelty, and specialty items, and a variety of "[[value menu]]" items. {{As of|2023}}, Taco Bell serves over {{Number to word|2,000,000,000|us=on}} customers each year, at 8,212 restaurants, more than 94 percent of which are owned and operated by independent [[franchisees]] and licensees.<ref>{{Cite web |title=Taco Bell |url=https://legacycig.com/tenant-profile/taco-bell/ |access-date=September 24, 2023 |website=Legacy Capital Investment Group |language=en-US}}</ref><ref>{{Cite web |last=Carlos |date=April 5, 2023 |title=Taco Bell Statistics, Revenue, Franchise & Restaurants 2024 |url=https://brizfeel.com/taco-bell-statistics-revenue-franchise/ |access-date=April 17, 2024 |website=brizfeel.com |language=en-US}}</ref>

[[PepsiCo]] purchased Taco Bell in 1978.<ref>{{Cite web|date=February 14, 1978|title=Corporation Affairs|url=https://www.nytimes.com/1978/02/14/archives/corporation-affairs-pepsico-to-acquire-taco-bell-in-share-exchange.html|access-date=June 16, 2021|website=[[The New York Times]]}}</ref> PepsiCo later [[Corporate spin-off|spun off]] its restaurants division as Tricon Global Restaurants; subsequently, it changed its name to [[Yum! Brands]].

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== History ==
[[File:Glen Bell.jpg|left|thumb|[[Glen Bell]], the founder of Taco Bell]]
Taco Bell was founded by [[Glen Bell]], an entrepreneur who first opened a [[hot dog stand]] called Bell's Drive-In, in [[San Bernardino, California]], in 1948. Bell watched long lines of customers at a Mexican restaurant called the Mitla Cafe, located across the street, which became famous among residents for its [[hard-shelled tacos]]. Bell attempted to [[reverse-engineer]] the recipe, and eventually the owners, along with head chef Gloria Hoyle, allowed him to see how the tacos were made. Hoyle (Mitla Cafe still has a special named after her today)<ref>{{Cite web|title=Mitla Cafe Menu - Indulge in Authentic Mexican Desserts and Breakfast Favorites |url=https://mitla-cafe.foodjoyy.com/menu}}</ref> taught Glenn Bell her version of the Dorado taco style which Mitla Cafe was known for.<ref>{{Cite web|title=I went to the 85-year-old restaurant that taught Taco Bell's creator how to make its iconic taco — and it shows just how much the chain has evolved in 5 decades |website=[[Business Insider]] |url=https://www.businessinsider.com/eating-at-mitla-cafe-restaurant-that-inspired-taco-bell-2022-3}}</ref><ref>{{cite web |url= https://www.sfgate.com/la/article/forgotten-california-chain-taco-bell-20353289.php |title= America's 2 biggest taco chains have roots in this little-known Calif. spot
 |author=  Karen Palmer
|date= June 4, 2025  |publisher= Hearst Newspapers  |access-date=October 16, 2025 }}</ref> Bell took what he had learned and opened a [[taco stand]] in 1951. The name underwent several changes, from Taco-Tia through El Taco, before settling on Taco Bell.<ref>{{Cite news|last=Moskin|first=Julia|date=April 30, 2012|title=How the Taco Gained in Translation|language=en-US|work=The New York Times|url=https://www.nytimes.com/2012/05/02/dining/north-of-the-border-its-everyones-mexican-food.html|access-date=April 5, 2021|issn=0362-4331}}</ref>

[[File:A modern Taco Bell restaurant in Hiawassee, Georgia.jpg|thumb|A modern Taco Bell restaurant in [[Hiawassee, Georgia]]]]
Glen Bell opened the first Taco Bell on July 6, 1962{{citation needed|date=October 2025}} at 7112 Firestone Boulevard in [[Downey, California]].<ref name=company /><ref>{{cite web |last1=Cutolo |first1=Morgan |title=Here's what Taco Bell looked like when it first opened |url=https://www.rd.com/list/what-taco-bell-looked-like-opened/ |website=Reader's Digest |publisher=Trusted Media Brands, Inc. |access-date=November 22, 2021}}</ref> The original location was a {{convert|400|sqft|adj=on}} building about the size of a two-car garage, and was built with [[mission-style]] arches that covered a walk-up window that served the original menu items: [[tacos]], [[burritos]], [[Tostada (tortilla)|tostadas]], Chiliburgers and [[Frijoles negros|frijoles]], all for 19 cents each (${{formatnum:{{Inflation|US|.19|1962}}}} in {{Inflation-year|US}} dollars {{inflation-fn|US}}). The first restaurant closed in 1986,<ref name="savenumerouno">{{cite web |title=savetacobell |url=https://www.tacobell.com/blog/savetacobell |website=Taco Bell |publisher=Taco Bell IP Holder, LLC |access-date=November 22, 2021}}</ref> while the building was saved from demolition November 19, 2015, and was moved {{Convert|45|mi}} to the Taco Bell Corporate Office at 1 Glen Bell Way in [[Irvine, California]] and is currently stored intact on the corporate parking lot premises and known as "Taco Bell Numero Uno".<ref>{{cite news |last1=Nichols |first1=Chris |title=The First Taco Bell Will Be Saved from Demolition! |url=https://www.lamag.com/askchris/the-first-taco-bell-will-be-saved/ |website=Los Angeles Magazine |date=November 17, 2015 |access-date=November 22, 2021}}</ref><ref>{{cite web|url=https://latimes.com/local/lanow/la-me-ln-original-taco-bell-move-20151120-story.html|title=Adios, Taco Bell: Original store moves from Downey to Irvine in late-night run|author=Los Angeles Times|date=November 20, 2015|work=Los Angeles Times|url-status=live|archive-url=https://web.archive.org/web/20151121072047/http://www.latimes.com/local/lanow/la-me-ln-original-taco-bell-move-20151120-story.html|archive-date=November 21, 2015}}</ref> Currently, there is a Taco Bell location across the street at 7127 Firestone Blvd, in Downey, which opened in 1996. The oldest operating Taco Bell location is store #2 (now operating as store #40400) at 1822 Santa Fe, in Long Beach, CA, which opened on August 7, 1962.<ref>{{Cite web |title=Taco Bell |url=https://foursquare.com/v/taco-bell/4b7fb8bdf964a520a43a30e3?openPhotoId=596d28333362734d9c8f9010 |access-date=February 7, 2025 |website=Foursquare |language=en}}</ref> Initially designed exactly like "Numero Uno", the building has since remodeled extensively. Two former "Numero Uno" buildings still operate as other businesses, including another one in Long Beach, California (opened in early 1963),<ref>1060 E 10th St, Long Beach, CA 90813</ref> and one in Hawaiian Gardens, California (opened as store #3 in September 1962).<ref>12006 E Carson St, Hawaiian Gardens, CA 90716</ref>

In 1964, the first [[Franchising|franchise]] was purchased by former police officer Kermit Bekke. This location, located at 1654 West Carson Street in [[Torrance, California]],<ref name=Newspapers.com>{{cite news |title=TacoBellfirstfranchise |url=https://www.newspapers.com/image/705446932/?match=1&clipping_id=141351027 |newspaper=Press-Telegram | date=May 23, 1965 | page=25 |publisher=Press-Telegram, Long Beach, CA |access-date=February 17, 2024}}</ref> had its grand opening on May 28, 1965. Bekke sold his franchise a year and a half later.<ref name=southbayconnection>{{cite web |title=Fast-food pioneer Glen Bell's South Bay connections |url=http://blogs.dailybreeze.com/history/2015/01/24/fast-food-pioneer-glen-bells-south-bay-connections/ |website=South Bay History |publisher=Southern California News Group |access-date=November 23, 2021}}</ref> This location closed in 1975 when it moved across the street to store #1130 at 1619 West Carson Street,<ref name=TacoBellfirstfranchiserelocation>{{cite news |title=Taco Bell first franchise relocation (11/23/75) |url=https://www.newspapers.com/image/606384080/?match=1&clipping_id=141351351 |newspaper=The Daily Breeze | date=November 23, 1975 | page=112 |publisher=The Daily Breeze, Torrance, CA |access-date=February 17, 2024}}</ref> which itself would close in the late 1990s and subsequently be repurposed. On January 20, 1967, the 100th Taco Bell grand opening took place in [[Anaheim]], located at 400 South Brookhurst (store #63<ref>{{Cite news |date=1977-07-20 |title=100th taco bell to open was #63 |url=https://www.newspapers.com/article/anaheim-bulletin-100th-taco-bell-to-open/170863019/ |access-date=2025-04-23 |work=Anaheim Bulletin |pages=38}}</ref>); this location would later be replaced by a new location at 324 South Brookhurst in 1993.<ref name=records.anaheim.net>{{cite web |title=400 S. Brookhurst St. |url=https://records.anaheim.net/CityClerk/DocView.aspx?id=167585&dbid=0&repo=CITYOFANAHEIM&searchid=86853f06-ded7-458e-aa14-17bed3576578 |website=records.anaheim.net |access-date=February 17, 2024}}</ref> The first Taco Bell restaurant east of the [[Mississippi River]] (the 270th to open,<ref name=TacoBellNo258>{{cite news |title=Taco Bell No. 258 (8/25/68) |url=https://www.newspapers.com/image/825334436/?clipping_id=121141824 |newspaper=Springfield News-Sun | date=August 25, 1968 | page=16 |publisher=Springfield News-Sun, Springfield, OH |access-date=February 17, 2024}}</ref> store #258<ref>{{Cite web |title=Taco Bell Menu in Springfield, OH - 2050 E Main Street {{!}} Taco Bell® |url=https://www.tacobell.com/food?store=000258 |access-date=March 21, 2025 |website=www.tacobell.com}}</ref>) opened at 2050 East Main Street in [[Springfield, Ohio]], on September 20, 1968.<ref>{{cite web|last1=Wedell|first1=Katie|title=Local restaurateur remembered as 'Mayor of Main Street'|url=http://www.springfieldnewssun.com/news/news/local/local-restaurateur-remembered-as-mayor-of-main-str/nnCH4/|website=Springfield News-Sun|publisher=Cox Media Group|date=August 3, 2015|access-date=August 2, 2016|url-status=live|archive-url=https://web.archive.org/web/20160817115321/http://www.springfieldnewssun.com/news/news/local/local-restaurateur-remembered-as-mayor-of-main-str/nnCH4/|archive-date=August 17, 2016}}</ref><ref name=company /> Original Taco Bells featured only walk-up window service without indoor seating or drive-thru service. Inside seating was added sporadically in 1968 and drive-thru service was not generally available until 1980. As of 2025, seven original mission-style operating Taco Bell restaurants still remain, located in California and Colorado. A mission-style location (opened in April 1976<ref>{{Cite news |date=April 5, 1976 |title=Taco Bell #1281 |url=https://www.newspapers.com/article/honolulu-star-bulletin-taco-bell-1281/168529703/ |access-date=March 21, 2025 |work=Honolulu Star-Bulletin |pages=6}}</ref>) that operated in Honolulu, Hawaii (store #1281<ref>{{Cite web |title=Taco Bell Menu in Honolulu, HI - 717 Kapahulu Ave {{!}} Taco Bell® |url=https://www.tacobell.com/food?store=001281 |access-date=March 21, 2025 |website=www.tacobell.com}}</ref>) remodeled in 2024,<ref>{{Cite web |date=January 11, 2025 |title=Taco Bell #1281 Remodel |url=https://www.yelp.com/biz_photos/taco-bell-honolulu-34?select=laYl_wS_H3e1o9d2LpCv9g |website=Yelp}}</ref><ref>{{Cite web |last=wolverinechris |date=March 21, 2025 |title=I thought that about… |url=https://www.reddit.com/r/LivingMas/comments/1jf3ejg/comment/miy9dcy/?context=3&share_id=OZnDHIFqMB5rGg0dwme7N&utm_content=1&utm_medium=ios_app&utm_name=ioscss&utm_source=share&utm_term=1&rdt=42912 |access-date=March 21, 2025 |website=r/LivingMas}}</ref> and another Mission-style location in Scottsdale, Arizona (store #31,<ref>{{Cite web |last=Copeland |first=Anthony |date=2024-12-16 |title=TACO BELL RELIVES THE DECADES IN PHOENIX, AZ! - Desert De Oro Foods |url=https://ddofoods.com/taco-bell-relives-the-decades-in-phoenix-az/ |access-date=2025-04-12 |language=en-US}}</ref><ref>{{Cite web |title=Taco Bell Menu in Scottsdale, AZ - 7847 E Mc Dowell Rd {{!}} Taco Bell® |url=https://www.tacobell.com/food?store=000031 |access-date=2025-04-12 |website=www.tacobell.com}}</ref> opened circa July 3, 1966<ref>{{Cite web |date=July 3, 1966 |title=Taco Bell #31 opener |url=https://www.newspapers.com/article/the-arizona-republic/108323438/ |access-date=April 12, 2025 |website=newspapers.com}}</ref>) closed on April 12, 2025.<ref>{{Cite web |date=April 11, 2025 |title=Closing sign put up on April 10, 2025 |url=https://www.yelp.com/biz_photos/taco-bell-scottsdale-6?select=PzxRPAKmo8wclkZ-wr8xoQ |access-date=April 12, 2025 |website=yelp.com}}</ref> Many former mission-style Taco Bell locations still survive which have been repurposed, frequently as other Mexican fast food restaurants.<ref>{{Cite web |last=drinksophiecola |date=2025-03-30 |title=An updated list of the seven remaining Mission style Taco Bell stores left in operation |url=https://www.reddit.com/r/FormerTacoBells/comments/1jnlzm1/an_updated_list_of_the_seven_remaining_mission/?rdt=53559 |access-date=2025-04-12 |website=r/FormerTacoBells}}</ref> In 1970, Taco Bell went public with 325 restaurants.

The corporate office has had a few locations, and previously maintained an office at 2516 Via Tejon in [[Palos Verdes]], then at 2424 Moreton Street in Torrance before settling into Irvine (at 17901 Von Karman Avenue) in 1976.<ref name="southbayconnection"/>

=== PepsiCo subsidiary ===
[[File:Taco Bell Headquarters Irvine.jpg|thumb|Former headquarters at 17901 Von Karman Avenue in Irvine, California|right]]
In 1978, [[PepsiCo]] purchased Taco Bell from Glen Bell.<ref name=company>{{cite web |url=http://www.tacobell.com/company/ |title=Company Information |publisher=Taco Bell |date=August 9, 2011 |access-date=August 16, 2011 |url-status=live |archive-url=https://web.archive.org/web/20110812223309/http://www.tacobell.com/company |archive-date=August 12, 2011 }}</ref> In the 1980s, Taco Bell entered rapid expansion when it acquired several other fast food joints and turned those locations into their own. This included Taco Charley, a [[San Mateo, California]]-based chain,<ref>{{Cite news |date=December 10, 1975 |title=to |url=https://www.newspapers.com/article/the-press-tribune-to/164202026/ |access-date=February 7, 2025 |work=The Press-Tribune |pages=12}}</ref> in 1982,<ref>{{Cite web |title=Taco Bell, a subsidiary of PepsiCo, Inc., will acquire... - UPI Archives |url=https://www.upi.com/Archives/1982/09/02/Taco-Bell-a-subsidiary-of-PepsiCo-Inc-will-acquire/6771532998001/ |access-date=February 7, 2025 |website=UPI |language=en}}</ref> [[Pup 'N' Taco]], a [[Long Beach]], California-based chain in 1984,<ref>{{Cite news |date=November 1, 1984 |title=PNT |url=https://www.newspapers.com/article/the-los-angeles-times-pnt/164891399/ |access-date=February 7, 2025 |work=The Los Angeles Times |pages=141}}</ref> and [[Zantigo]], a [[Minneapolis]], [[Minnesota]]-based Mexican chain, in 1986.<ref>"PepsiCo to merge Zantigo's, Taco Bell," ''San Jose Mercury News'', October 2, 1986, p. 10C.</ref> These acquisitions (and later conversions) resulted in many early Taco Bell stores closing and moving to these newer facilities. Taco Bell also dropped its existing Mexican-based branding, replacing it with a more mainstream design in 1984.<ref>{{Cite news |date=May 17, 1984 |title=Taco Bell introducing its 1984 logo |url=https://www.newspapers.com/article/the-los-angeles-times-taco-bell-introduc/108269216/ |access-date=February 7, 2025 |work=The Los Angeles Times |pages=116}}</ref> In 1990, the [[Hot 'n Now]] chain was acquired.<ref name="lat">{{cite news|last1=Johnson|first1=Greg|title=Taco Bell Cools on Hot 'n Now Burger Chain : Fast food: Company plans to sell most of its hamburger outlets to franchisees and licensees. Its only California eatery is in O.C.|url=https://www.latimes.com/archives/la-xpm-1995-04-26-fi-59033-story.html|access-date=October 31, 2017|work=Los Angeles Times|date=April 26, 1995|url-status=live|archive-url=https://web.archive.org/web/20160917182638/http://articles.latimes.com/1995-04-26/business/fi-59033_1_taco-bell|archive-date=September 17, 2016}}</ref> Taco Bell sold Hot 'n Now to a Connecticut company in 1997.<ref>{{cite web|url=http://www.zarcolaw.com/news-about-zesb-06.php|title=No Quiero Taco Bell: Did new parent drive its Hot 'n Now drive-through burger chain into the ground with bad ideas, or did franchise fail to keep up?|last=Richardson|first=James M.|date=December 7, 1998|work=Miami Daily Business Review|archive-url=https://web.archive.org/web/20090131113705/http://www.zarcolaw.com/news-about-zesb-06.php|archive-date=January 31, 2009|url-status=dead|access-date=June 13, 2008}}</ref>

In 1991, Taco Bell opened the first Taco Bell Express in [[San Francisco]].<ref>{{cite news|url=https://news.google.com/newspapers?id=zH4UAAAAIBAJ&pg=2092,5565453&dq=taco-bell-express|title=Taco Bell Express makes fast food look slow|date=November 21, 1991|work=Toledo Blade|access-date=July 11, 2009}}{{Dead link|date=August 2024 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> Taco Bell Express locations operate primarily inside convenience stores, truck stops, shopping malls, and airports; this concept had been experimented with as early as 1984, with several test mall locations opening.<ref>{{Cite news |date=November 12, 1984 |title=Taco Bell mall |url=https://www.newspapers.com/article/simi-valley-star-taco-bell-mall/164891675/ |access-date=February 7, 2025 |work=Simi Valley Star |pages=14}}</ref> Taco Bell began [[co-branding]] with [[KFC]] in 1995 when the first such co-brand opened in [[Clayton, North Carolina]].<ref>{{cite news| url=http://findarticles.com/p/articles/mi_m3190/is_33_39/ai_n14922679/ | archive-url=https://archive.today/20120708123756/http://findarticles.com/p/articles/mi_m3190/is_33_39/ai_n14922679/ | url-status=dead | archive-date=July 8, 2012 | title=Co-branding trend has U.S. franchisees seeing double: veteran KFC-Taco Bell franchisee Al Luihn helped pioneer the Yum system's multibranding trend, showing dos and don'ts of ...|publisher=Findarticles.com}}</ref> The chain has since co-branded with [[Pizza Hut]]<ref>{{cite web |url=http://smallbusiness.chron.com/advantages-disadvantages-cobranding-among-franchises-23846.html |title=Advantages & Disadvantages of Co-Branding Among Franchises |work=Houston Chronicle |date=March 4, 2012 |access-date=October 18, 2012 |url-status=live |archive-url=https://web.archive.org/web/20121017073005/http://smallbusiness.chron.com/advantages-disadvantages-cobranding-among-franchises-23846.html |archive-date=October 17, 2012 }}</ref> and [[Long John Silver's]] as well.<ref>{{cite web |first=Davide |last=Dukcevich |date=March 12, 2002 |url=https://www.forbes.com/2002/03/12/0312tricon.html#52312b73147e |title=Tricon To Blend Taco Bell, Long John Silver's |website=Forbes |access-date=February 11, 2018 |url-status=live |archive-url=https://web.archive.org/web/20180212084854/https://www.forbes.com/2002/03/12/0312tricon.html#52312b73147e |archive-date=February 12, 2018 }}</ref>

In 1997, PepsiCo experimented with a new "fresh grill" concept, opening at least one Border Bell restaurant in [[Mountain View, California]], on El Camino Real ([[California State Route 82|SR 82]]). Close to the time that PepsiCo spun off its restaurant business in 1997,<ref name="TRICON-GLOBAL-RESTAURANTS-Aug-1997-10-12B/A">{{cite web|url=http://edgar.secdatabase.com/2887/104106197000009/filing-main.htm |title=Tricon Global Restaurants, Form 10-12B/A, Filing Date Aug 20, 1997 |publisher=secdatabase.com |access-date =May 4, 2018}}</ref> the Border Bell in Mountain View was closed and converted to a Taco Bell restaurant which was still open in 2018.<ref>{{cite web|title=Taco Bell in Mountain View, California {{!}} 950 W El Camino Real|url=https://locations.tacobell.com/ca/mountain-view/950-w-el-camino-real.html|website=tacobell.com|access-date=March 5, 2018|url-status=live|archive-url=https://web.archive.org/web/20180306082720/https://locations.tacobell.com/ca/mountain-view/950-w-el-camino-real.html|archive-date=March 6, 2018}}</ref>

In September 2000, up to $50 million worth of Taco Bell-branded shells were [[StarLink corn recall|recalled]] from supermarkets.<ref name="TRICON-GLOBAL-RESTAURANTS-Oct-2000-10-Q">{{cite web|url=http://edgar.secdatabase.com/2559/104106100000025/filing-main.htm |title=Tricon Global Restaurants, Form 10-Q, Quarterly Report, Filing Date Oct 17, 2000 |publisher=secdatabase.com |access-date =May 4, 2018}}</ref> The shells contained a variety of [[genetically modified corn]] called StarLink that was not approved for human consumption.<ref name="TRICON-GLOBAL-RESTAURANTS-Feb-2001-8-K">{{cite web|url=http://edgar.secdatabase.com/871/104106101000003/filing-main.htm |title=Tricon Global Restaurants, Form 8-K, Current Report, Filing Date Feb 15, 2001 |publisher=secdatabase.com |access-date =May 4, 2018}}</ref> StarLink was approved only for use in animal feed because of questions about whether it can cause allergic reactions in people.<ref>ABC News (2015). [https://abcnews.go.com/Health/story?id=117943&page=1 "Taco Bell Will Replace Taco Shells from Restaurants."] {{webarchive|url=https://web.archive.org/web/20171023010602/http://abcnews.go.com/Health/story?id=117943&page=1 |date=October 23, 2017 }} Sept. 23.</ref> It was the first-ever recall of [[genetically modified food]] (GMO). Corn was not segregated at grain elevators and the miller in Texas did not order that type.<ref>{{cite news |url=https://www.latimes.com/archives/la-xpm-2000-sep-23-mn-25314-story.html |title=Taco Bell Recalls Shells That Used Bioengineered Corn |work=Los Angeles Times |date=July 3, 2012 |access-date=January 30, 2014 |first=Melinda |last=Fulmer |url-status=live |archive-url=http://archive.wikiwix.com/cache/20140131042556/http://articles.latimes.com/2000/sep/23/news/mn-25314 |archive-date=January 31, 2014 }}</ref> In 2001, Tricon Global announced a $60 million settlement with the suppliers. They stated that it would go to Taco Bell franchisees and TGR would not take any of it.<ref>{{cite web |url=http://www.naturalproductsinsider.com/news/2001/06/taco-bell-rings-up-60-million-for-starlink-contam.aspx |title=Taco Bell Rings up $60 Million for StarLink-Contaminated Shells |publisher=Naturalproductsinsider.com |date=June 12, 2001 |access-date=January 30, 2014 |url-status=dead |archive-url=https://web.archive.org/web/20131020215847/http://www.naturalproductsinsider.com/news/2001/06/taco-bell-rings-up-60-million-for-starlink-contam.aspx |archive-date=October 20, 2013 }}</ref>

=== Yum! Brands subsidiary ===
PepsiCo spun out Taco Bell and its other restaurant chains in late 1997 in [[Tricon Global Restaurants]].<ref name="TRICON-GLOBAL-RESTAURANTS-Jul-1997-10-12B/A">{{cite web|url=http://edgar.secdatabase.com/2885/104106197000007/filing-main.htm |title=Tricon Global Restaurants, Form 10-12B/A, Filing Date Jul 28, 1997 |publisher=secdatabase.com |access-date =May 4, 2018}}</ref><ref>{{cite news|last1=Johnson|first1=Greg|title=Taco Bell's Parent to Be Based in Louisville, Ky.|url=https://www.latimes.com/archives/la-xpm-1997-aug-01-fi-18327-story.html|access-date=November 9, 2015|work=Los Angeles Times|date=August 1, 1997|url-status=live|archive-url=http://archive.wikiwix.com/cache/20151111003543/http://articles.latimes.com/1997/aug/01/business/fi-18327|archive-date=November 11, 2015}}</ref> With the purchase of Yorkshire Global Restaurants, the owners of [[A&W Restaurants|A&W]] and [[Long John Silver's]] chains, Tricon changed its name to Yum! Brands on May 16, 2002.<ref name="YUM!-Brands-May-2002-8-K">{{cite web|url=http://edgar.secdatabase.com/2209/104106102000008/filing-main.htm |title=YUM! Brands, Form 8-K, Current Report, Filing Date May 20, 2002 |publisher=secdatabase.com |access-date =May 4, 2018}}</ref><ref>{{cite news|title=Tricon to Change Name to Yum! Brands Inc|url=https://www.entrepreneur.com/article/52036|access-date=October 28, 2017|work=Entrepreneur|agency=Business Wire|date=May 20, 2002|language=en|url-status=live|archive-url=https://web.archive.org/web/20171029013522/https://www.entrepreneur.com/article/52036|archive-date=October 29, 2017}}</ref>

In March 2005, the [[Coalition of Immokalee Workers]] (CIW) won a landmark victory in its national boycott of Taco Bell for human rights. Taco Bell agreed to meet all the coalition's demands to improve wage and working conditions for [[Florida]] tomato pickers in its supply chain.<ref>{{cite web|url=http://www.leftturn.org/taco-bell-boycott-victory%E2%80%94-model-strategic-organizing-interview-coalition-immokalee-workers|title=Taco Bell Boycott Victory—A Model of Strategic Organizing : An interview with the Coalition of Immokalee Workers|first=David|last=Solnit|publisher=leftturn|date=August 1, 2005|access-date=June 2, 2015|url-status=live|archive-url=https://web.archive.org/web/20150618102334/http://www.leftturn.org/taco-bell-boycott-victory%E2%80%94-model-strategic-organizing-interview-coalition-immokalee-workers|archive-date=June 18, 2015}}</ref> After four years of boycott, Taco Bell and Yum! Brands agreed to make an agreement called the ''CIW-Yum agreement'' with representatives of CIW at Yum! Brands headquarters.<ref>{{cite news | title = A Side Order of Human Rights | url = https://www.nytimes.com/2005/04/06/opinion/06schlosser.html | date = April 6, 2005 | newspaper = The New York Times | access-date = March 23, 2009 | first = Eric | last = Schlosser | url-status = live | archive-url = https://web.archive.org/web/20050406215548/http://www.nytimes.com/2005/04/06/opinion/06schlosser.html | archive-date = April 6, 2005 | df = mdy-all }}</ref>

[[File:Taco Bell Cantina Las Vegas.jpg|thumb|right|alt=The downstairs interior of the Taco Bell Cantina flagship store in Las Vegas, Nevada.|The downstairs interior of the Taco Bell Cantina flagship store in [[Las Vegas, Nevada]]]]
Taco Bell began experimenting with fast-casual and urban concepts when it created U.S. Taco Co. and Urban Taproom in 2014 reflecting a market shift due to the popularity of [[Chipotle Mexican Grill]]. The menu consisted of tacos with American fillings, and did not sell the food sold in Taco Bell restaurants, such as burritos. It was launched in [[Huntington Beach, California]], in August 2014.<ref name=luna>{{cite news|last=Luna|first=Nancy|title=Taco Bell to unveil U.S. Taco, a fast-casual taco mash-up concept|url=http://www.ocregister.com/articles/taco-611073-bell-fast.html|access-date=May 8, 2014|newspaper=[[The Orange County Register]]|date=April 23, 2014|url-status=live|archive-url=https://web.archive.org/web/20140427233211/http://www.ocregister.com/articles/taco-611073-bell-fast.html|archive-date=April 27, 2014}}</ref>

U.S. Taco Co. closed on September 15, 2015, so the company could focus on its new similar Taco Bell Cantina concept, which featured special menu items and served alcohol. It opened its first location a few days later in Chicago's [[Wicker Park, Chicago|Wicker Park]] neighborhood, followed by a location in [[San Francisco]] about a month later, located less than a block away from [[AT&T Park]].<ref>{{Cite news|url=http://www.ocregister.com/2015/09/17/us-taco-closes-taco-bell-shutters-experimental-upscale-eatery-in-huntington-beach/|title=U.S. Taco closes: Taco Bell shutters experimental upscale eatery in Huntington Beach|date=September 17, 2015|work=Orange County Register|access-date=December 9, 2017|language=en-US|url-status=live|archive-url=https://web.archive.org/web/20171210123653/http://www.ocregister.com/2015/09/17/us-taco-closes-taco-bell-shutters-experimental-upscale-eatery-in-huntington-beach/|archive-date=December 10, 2017}}</ref> In 2016, Taco Bell launched the Taco Bell Cantina flagship store located on the [[Las Vegas Strip]].<ref>{{cite web|url=https://www.foodbeast.com/news/tb-cantina-vegas/|title=Inside Taco Bell's 24-Hour Las Vegas Cantina, Complete With Alcohol And DJ|date=November 15, 2016 |access-date=November 2, 2017}}</ref> The 24-hour restaurant serves alcohol, unique menu items, and features a [[DJ]]. It was announced in August 2017 that the store would begin hosting weddings.<ref>{{cite web|url=https://vegas.eater.com/2017/8/7/16105652/taco-bell-cantina-weddings-star|title=Taco Bell Cantina Weddings Come True Starting Today|date=August 7, 2017|access-date=November 2, 2017}}</ref> Taco Bell Cantina currently has locations in [[San Francisco]], [[Berkeley, California|Berkeley]], [[Chicago]] (2 locations), [[Las Vegas]], [[Austin, Texas|Austin]], [[Fayetteville, Arkansas|Fayetteville]], [[Cincinnati]], [[Cleveland]], [[Atlanta]], [[Newport Beach]], [[San Diego]], [[San Jose, California|San Jose]], [[Sacramento]], [[Nashville]], with them once having plans to open soon in [[Somerville, Massachusetts|Somerville]], Massachusetts, but as of 2025, there are instead Taco Bell Cantinas in [[Brookline, Massachusetts|Brookline]] and [[Allston]], [[Massachusetts]].<ref>{{Cite news|url=https://Boston.eater.com/2017/1/13/14266798/taco-bell-cantina-davis-square|title=Somerville May Get a Boozy Taco Bell Cantina|work=Eater Boston|access-date=December 9, 2017|url-status=live|archive-url=https://web.archive.org/web/20171210072116/https://boston.eater.com/2017/1/13/14266798/taco-bell-cantina-davis-square|archive-date=December 10, 2017}}</ref><ref>{{Cite web|url=https://outletsattheborder.com/store/taco-bell-cantina/|title=Taco Bell Cantina |date=August 11, 2017|language=en-US|access-date=March 30, 2020|archive-date=March 30, 2020|archive-url=https://web.archive.org/web/20200330042232/https://outletsattheborder.com/store/taco-bell-cantina/|url-status=dead}}</ref> In March 2020, Taco Bell announced that it would be converting 3 of its suburban stores into Cantinas this year as part of a test run.<ref>{{Cite web|url=https://www.cnbc.com/2020/03/05/taco-bell-will-test-its-alcohol-serving-cantina-locations-in-suburbs.html|title=Taco Bell will test its alcohol-serving Cantina locations in the suburbs|last=Lucas|first=Amelia|date=March 5, 2020|website=CNBC|access-date=March 5, 2020}}</ref>

In March 2016, Taco Bell introduced private beta testing of an artificial intelligence bot on the messaging platform [[Slack (software)|Slack]] designed to take orders of select menu items from local Taco Bell locations and have the orders delivered. Taco Bell planned to have a wider roll-out of this functionality in the coming months.{{When|date=October 2022}}<ref>{{cite web|url=https://www.theverge.com/2016/4/6/11378258/taco-bell-ai-bot-slack-crunchwrap-supreme|title=Taco Bell built a bot that will order Crunchwrap Supremes for you|last=Statt|first=Nick|date=April 6, 2016|website=The Verge|access-date=May 30, 2017|url-status=live|archive-url=https://web.archive.org/web/20170408041648/http://www.theverge.com/2016/4/6/11378258/taco-bell-ai-bot-slack-crunchwrap-supreme|archive-date=April 8, 2017}}</ref>

Previously, Taco Bell's hot sauces were only available in packets at the chain itself. In February 2014, Taco Bell made its hot sauces available at grocery stores, sold in bottles.<ref>{{cite web|url=https://huffingtonpost.com/2014/02/24/taco-bell-hot-sauce_n_4847996.html|title=Taco Bell Hot Sauce Is Now Available By The Bottle|date=February 24, 2014|website=The Huffington Post|access-date=September 13, 2016|url-status=live|archive-url=https://web.archive.org/web/20160919221930/http://www.huffingtonpost.com/2014/02/24/taco-bell-hot-sauce_n_4847996.html|archive-date=September 19, 2016}}</ref> These would be followed by further grocery store products including chips in May 2018<ref>{{cite web|url=https://www.usatoday.com/story/money/2018/03/22/snacking-alert-taco-bell-launches-line-tortilla-chips/448526002/ |last1=Meyer |first1=Zlati |title=Snacking alert: Taco Bell launches a line of tortilla chips |website=USA Today |date=March 22, 2018 |access-date=September 7, 2019}}</ref> and shredded cheese in 2019.<ref>{{cite web |last1=Sharkey |first1=Bridget |title=You Can Now Buy Taco Bell Shredded Cheeses At The Grocery Store |url=https://www.simplemost.com/you-can-now-buy-taco-bell-shredded-cheeses-at-the-grocery-store/ |website=Simplemost |date=January 28, 2019 |access-date=September 19, 2019 |archive-date=February 3, 2019 |archive-url=https://web.archive.org/web/20190203081308/https://www.simplemost.com/you-can-now-buy-taco-bell-shredded-cheeses-at-the-grocery-store/ |url-status=dead }}</ref>  In September 2016, Taco Bell opened a pop-up in New York City in the [[SoHo, Manhattan]] area called the Taco Bell VR Arcade. Taco Bell and VR fans could demo [[PlayStation VR]], games, and food.<ref>{{cite magazine |url=http://www.adweek.com/news/advertising-branding/taco-bells-nyc-pop-vr-arcade-features-lots-tacos-and-virtual-shark-attack-173507 |title=Taco Bell's NYC Pop-Up VR Arcade Features Lots of Tacos and a Virtual Shark Attack |last=Birkner |first=Christine |magazine=Adweek |date=September 15, 2016 |access-date=September 16, 2016 |url-status=live |archive-url=https://web.archive.org/web/20160916193705/http://www.adweek.com/news/advertising-branding/taco-bells-nyc-pop-vr-arcade-features-lots-tacos-and-virtual-shark-attack-173507 |archive-date=September 16, 2016 }}</ref>

In 2016, Taco Bell built a restaurant out of five [[Cargo containers|cargo shipping containers]] for the Texas music festival, [[South by Southwest]]. Due to popularity, the franchise decided to move the restaurant to a lot in [[South Gate, California]], and it opened to the public a year later. The restaurant features Taco Bell's full menu, with outdoor seating, a walk-up window, and a drive-thru, but no indoor seating unlike regular Taco Bell locations.<ref>{{Cite news|url=http://www.ocregister.com/2016/10/20/worlds-first-taco-bell-in-a-shipping-container-coming-to-southern-california/|title=World's first Taco Bell in a shipping container coming to Southern California|date=October 20, 2016|work=Orange County Register|access-date=December 10, 2017|language=en-US|url-status=live|archive-url=https://web.archive.org/web/20171211160901/http://www.ocregister.com/2016/10/20/worlds-first-taco-bell-in-a-shipping-container-coming-to-southern-california/|archive-date=December 11, 2017}}</ref> Taco Bell announced plans in November 2017 to open 300 more urban and Cantina-style locations by 2022, with 50 to be located about New York City's five boroughs.<ref>{{Cite news|url=https://patch.com/new-york/midtown-nyc/taco-bell-open-50-new-york-city-locations-2022|title=Taco Bell To Open 50 New York City Locations By 2022|date=September 15, 2017|work=Midtown Manhattan, NY Patch|access-date=December 9, 2017|language=en-US|url-status=live|archive-url=https://web.archive.org/web/20171210071823/https://patch.com/new-york/midtown-nyc/taco-bell-open-50-new-york-city-locations-2022|archive-date=December 10, 2017}}</ref> In 2019, Taco Bell opened a pop-up hotel called "The Bell: A Taco Bell Hotel and Resort" for one weekend in August. Upon the announcement, the hotel was booked up in two minutes.<ref>{{cite web|url=https://edition.cnn.com/2019/06/28/business/taco-bell-hotel-sells-out-in-2-minutes-trnd/index.html |last1=Marples |first1=Megan |last2=Ahmed |first2=Saheed |title=Pop-Up Taco Bell hotel sells out in 2 minutes |website=CNN |date=June 28, 2019 |access-date=September 7, 2019 }}</ref>

Taco Bell announced plans to stay in its current corporate headquarters in Irvine until 2030.<ref>{{cite web|url=https://www.ocregister.com/2019/02/01/taco-bell-commits-to-staying-in-its-irvine-headquarters/ |title=Taco Bell commits to staying in its Irvine headquarters |work=Orange County Register |date=February 1, 2019 |access-date=June 30, 2019}}</ref>

== Menu and advertising ==
The first Taco Bell commercials premiered in 1968, featuring advertisements with [[Mel Blanc]], [[Pat Harrington Jr.|Pat Harrington]], and the then-host of ''[[Truth or Consequences]]'', [[Bob Barker]].<ref>{{Cite AV media |url=https://www.youtube.com/watch?v=q8C9soIsCI4 |title=Taco Bell 1968 |date=September 30, 2010 |last=monkeeman1966 |access-date=February 7, 2025 |via=YouTube}}</ref><ref>{{Cite AV media |url=https://www.youtube.com/watch?v=Ez4Zaq6-KrE |title=1968 TACO BELL radio ad with BOB BARKER |date=January 15, 2024 |last=Johnny Rock |access-date=February 7, 2025 |via=YouTube}}</ref>

In 1992, [[Johnny Cash]] starred in a television commercial for Taco Bell's value menu.<ref name="Lazarus 1992">{{cite web |last=Lazarus |first=George |title=Taco Bell Hoping to Cash in on Cash| website=Chicago Tribune |date=April 17, 1992 |url=https://www.chicagotribune.com/news/ct-xpm-1992-04-17-9202040426-story.html |access-date=February 15, 2023}}</ref>

In 1993, Taco Bell was part of [[product placement]] for the movie [[Demolition Man (film)|''Demolition Man'']] and updated their currently used logo.<ref name="starring-tacobell">{{cite magazine |date=October 29, 1993 |author=Nisid Hajari |title='Demolition Man': Starring Taco Bell |url=https://ew.com/article/1993/10/29/demolition-man-starring-taco-bell/ |magazine=Entertainment Weekly |quote=Other chains wouldn't do a tie-in with an R-rated movie }}</ref><ref>{{cite web |date=July 13, 2016 |last=Chandler |first=Adam |title=Is Taco Bell Embracing Demolition Man's Vision of Its Future? |url=https://www.theatlantic.com/notes/2016/07/taco-bell-demolition-man/491234/ |website=[[The Atlantic]] |url-status=live |archive-url=https://web.archive.org/web/20160713222238/https://www.theatlantic.com/notes/2016/07/taco-bell-demolition-man/491234/ | archive-date=July 13, 2016 }}</ref>

From August 1997 to July 2000, [[Taco Bell chihuahua|Gidget the Chihuahua]] was the brand's advertising mascot, a campaign developed by [[TBWA Worldwide|TBWA]]. Voiced by [[Carlos Alazraqui]], slogans included “¡Yo quiero Taco Bell” (I want Taco Bell!), “Drop the Chalupa,” and “¡Viva Gorditas!” All became catchphrases in popular culture.<ref>{{Cite web |date=2024-12-22 |title=The Rise And Fall Of The Taco Bell Chihuahua |url=https://www.yahoo.com/lifestyle/rise-fall-taco-bell-chihuahua-192509699.html |access-date=2025-09-28 |website=Chowhound via Yahoo Life |language=en-US}}</ref>

In 2000, ''Taco Bell: Tasty Temple Challenge'' was released for [[Disk operating system|DOS]] by Taco Bell as the publisher and developed by BrandGames<ref>{{cite web|url=https://www.giantbomb.com/brandgames/3010-4235/|title=
BrandGames|website=Giant Bomb|access-date=February 5, 2025}}</ref> as a kid-friendly [[first-person shooter|first-person 3D action shooter]] with gameplay similar to that of ''[[Doom (1993 video game)|Doom]]'' and ''[[Wolfenstein 3D]]'' in terms of combat and exploration, serving as an [[Advergame|advertisement for the brand]]. The player controls Baja Bill, who explores a temple of a lost jungle civilization, battling snakes and scorpions with [[List of hot sauces|Taco Bell's hot and wild sauce]]. Food from the brand also appears in game and is used to replenish the protagonist's health.<ref>{{cite web|url=https://www.dosgames.com/game/taco-bell-tasty-temple-challenge/|title=Taco Bell: Tasty Temple Challenge|website=DOSGames|access-date=February 5, 2025}}</ref><ref>{{cite web|url=https://archive.org/details/msdos_Taco_Bell_-_Tasty_Temple_Challenge_2000|website=Internet Archives|access-date=February 5, 2025|quote=Online playable version of the game|title=Taco Bell - Tasty Temple Challenge}}</ref>
 
[[File:Taco-Bell-menu-items-01.jpg|thumb|Several Taco Bell menu items. Clockwise from lower right: chalupa supreme, combo burrito, double decker taco]]
In March 2001, Taco Bell announced a promotion to coincide with the re-entry of the [[Mir space station]]. They towed a large target out into the Pacific Ocean, announcing that if the target was hit by a falling piece of Mir, every person in the United States would be entitled to a free Taco Bell taco. The company bought a sizable insurance policy for this gamble.<ref>{{cite press release |url=http://www.spaceref.com/news/viewpr.html?pid=4152 |title=Free Tacos for U.S. If Mir Hits Floating Taco Bell Ocean Target – Taco Bell sets 40 by 40 foot target in South Pacific for Mir's Re-Entry |publisher=Taco Bell |date=March 19, 2001 |url-status=live |archive-url=https://archive.today/20120918014544/http://www.spaceref.com/news/viewpr.html?pid=4152 |archive-date=September 18, 2012 }}</ref> No piece of the station struck the target.

In 2004, a local Taco Bell franchisee bought the [[naming rights]] to the [[Boise State]] Pavilion in [[Boise, Idaho]], and renamed the stadium [[Taco Bell Arena]].<ref>{{cite web |last=Rush |first=Adam |url=http://www.sde.state.id.us/webdocs/DailyEdNews/2004%20July-Dec%20Archive/04-10-26_Tuesday.htm |title=Boise State backs Taco Bell deal; Education: Students, faculty plan to meet today to consider protest related to farmworker treatment |work=Idaho Press-Tribune |date=October 26, 2004 |archive-url=https://web.archive.org/web/20050309210236/http://www.sde.state.id.us/webdocs/Dailyednews/2004%20July-Dec%20Archive/04-10-26_Tuesday.htm |archive-date=March 9, 2005}}</ref> Also, in 2004, [[Mountain Dew]] offered Taco Bell stores the exclusive right to carry Mountain Dew [[Baja Blast]], a tropical lime flavor of the popular soft drink.<ref name="Baja Blast">{{cite web|last=Tanner|first=Steve|title=Review: Mountain Dew Baja Blast|url=http://www.bevreview.com/2004/07/30/review-mountain-dew-baja-blast/|publisher=BevReview|access-date=March 27, 2012|url-status=dead|archive-url=https://web.archive.org/web/20120314092636/http://www.bevreview.com/2004/07/30/review-mountain-dew-baja-blast/|archive-date=March 14, 2012}}</ref>

In 2005, Taco Bell released the menu item called the [[Crunchwrap Supreme]] as a limited-time offer. Due to its success, the Crunchwrap Supreme was made a permanent menu offering in 2006.<ref>{{cite web |url=https://www.qsrmagazine.com/news/taco-bells-crunchwrap-supreme-back-popular-demand/ |title=Taco Bell's Crunchwrap Supreme Back by Popular Demand |work=QSR Magazine |date=January 30, 2006 |access-date=June 10, 2025}}</ref>

In 2007, Taco Bell first offered the "Steal a Base, Steal a Taco" promotion—if any player from either team [[stolen base|stole a base]] in the [[2007 World Series|World Series]], the company would give away free tacos to everyone in the United States in a campaign similar to the Mir promotion, albeit with a much higher likelihood of being realized.<ref>{{cite news |url=https://www.forbes.com/2007/10/29/taco-bell-baseball-face-markets-cx_mr_1029autofacescan02.html |title=Taco Bell's Big Enchilada |work=Forbes |date=October 29, 2007 |access-date=February 9, 2010 |first=Marisa |last=Rindone |url-status=live |archive-url=https://web.archive.org/web/20101030024147/http://www.forbes.com/2007/10/29/taco-bell-baseball-face-markets-cx_mr_1029autofacescan02.html |archive-date=October 30, 2010 }}</ref> After [[Jacoby Ellsbury]] of the [[Boston Red Sox]] stole a base in Game 2, the company made good on the promotion on October 30, 2007. The promotion has subsequently been offered in multiple World Series.
{{main|Steal a Base, Steal a Taco}}

Taco Bell sponsors a promotion at home games for both the [[Portland Trail Blazers]] and the [[Cleveland Cavaliers]] in which everyone in attendance receives a coupon for a free Chalupa if the home team scores 100 points or more.<ref>{{cite web|url=http://ourpdx.net/2008/11/brother-can-you-spare-a-chalupa/ |title=Brother, can you spare a chalupa? |publisher=OurPDX |date=November 21, 2008 |access-date=February 9, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20110723233833/http://ourpdx.net/2008/11/brother-can-you-spare-a-chalupa/ |archive-date=July 23, 2011 }}</ref><ref>{{cite web |url=http://blog.cleveland.com/andone/2008/06/shawn_kemp_by_the_fans.html |title=Shawn Kemp By The Fans |work=The Plain Dealer |date=June 12, 2008 |access-date=February 9, 2010 |url-status=live |archive-url=http://archive.wikiwix.com/cache/20110628052131/http://blog.cleveland.com/andone/2008/06/shawn_kemp_by_the_fans.html |archive-date=June 28, 2011 }}</ref>

In 2009, Taco Bell introduced a [[music video]] style commercial entitled "It's all about the Roosevelts"; the video was composed and produced by Danny de Matos at his studio for Amber Music on behalf of DraftFCB Agency. Featuring, Varsity Fanclub's [[Bobby Edner]], the [[rap music]] style commercial shows a group of friends gathering change as they drive toward Taco Bell. The commercial represents Taco Bell's first foray into movie theater advertising, featuring the ad during the opening previews of ''[[Transformers: Revenge of the Fallen]]'' and ''[[Public Enemies (2009 film)|Public Enemies]]'' as well as screens in some movie theater lobbies.<ref>{{cite web|url=http://www.qsrmagazine.com/articles/news/story.phtml?id=8865 |archive-url=https://archive.today/20130201112227/http://www.qsrmagazine.com/articles/news/story.phtml?id=8865 |url-status=dead |archive-date=February 1, 2013 |title=Taco Bell Makes Big-Screen Debut |work=QSR Magazine |date=June 29, 2009 |access-date=February 9, 2010 }}</ref>

On July 1, 2009, Taco Bell replaced 20-year sponsor [[McDonald's]] as the fast-food partner of the [[NBA]]. Taco Bell and the NBA agreed on a four-year deal allowing them to advertise on [[American Broadcasting Company|ABC]], [[TNT (U.S. TV network)|TNT]], and [[ESPN]], and NBA-themed promotions.<ref>{{cite web |url=https://www.espn.com/nba/news/story?id=4300399 |title=McDonald's out, Taco Bell in as NBA's fast-food partner |publisher=ESPN |date=July 1, 2009 |access-date=February 9, 2010 |url-status=live |archive-url=https://web.archive.org/web/20090704203626/http://sports.espn.go.com/nba/news/story?id=4300399 |archive-date=July 4, 2009 }}</ref> On July 21, 2009, [[Taco Bell chihuahua|Gidget]], the [[Chihuahua (dog)|Chihuahua]] featured in Taco Bell ads in the late 1990s, was [[euthanized]] after suffering a stroke.<ref>{{cite news | url=https://www.cbsnews.com/news/taco-bell-chihuahua-dies/ | title=Taco Bell Chihuahua Dies | publisher=CBS News | date=July 22, 2009 | access-date=July 29, 2012 | url-status=live | archive-url=https://web.archive.org/web/20130120193254/http://www.cbsnews.com/8301-207_162-5181327.html | archive-date=January 20, 2013 | df=mdy-all }}</ref>  She was 15 years old. 2009 commercials for the "Frutista Freeze" frozen drink feature [[Snowball (cockatoo)|Snowball]], an [[Eleonora cockatoo]] noted for his ability to dance to human music.<ref name="nwi">{{cite web|url=http://www.nwitimes.com/news/local/lake/article_4b3a58ed-2eae-5c3a-a095-fa3135bec62c.html|title=Region's famed dancing bird hawks Taco Bell|last=Renderman|first=Vanessa|date=July 26, 2009|publisher=nwitimes.com|access-date=July 28, 2009|url-status=live|archive-url=https://web.archive.org/web/20110605104813/http://www.nwitimes.com/news/local/lake/article_4b3a58ed-2eae-5c3a-a095-fa3135bec62c.html|archive-date=June 5, 2011}}</ref> In an effort to promote its $2 Meal Deals, Taco Bell started a Facebook group in June 2010 to collect signatures on a petition that appeals to the [[Federal Reserve]] to produce more [[United States two-dollar bill|two-dollar bills]].<ref>{{cite web |last=Strauss |first=Daniel |url=https://www.politico.com/click/stories/1006/taco_bell_asks_fed_for_jeffersons.html |title=Taco Bell asks Fed for Jeffersons |work=[[Politico]] |date=June 11, 2010 |url-status=live |archive-url=https://web.archive.org/web/20160304100530/http://www.politico.com/click/stories/1006/taco_bell_asks_fed_for_jeffersons.html |archive-date=March 4, 2016 }}</ref>

A large advertising push by Taco Bell had begun in late February 2011 in response to a consumer protection lawsuit filed against the company by an Alabama law firm. The promotion sought to counter allegations that the company falsely advertised the ratio of ingredients in its beef filling for its tacos. The spots featured employees and franchisees stating that the filling has always been a mixture of 88% beef and various spices and binders and nothing else. The ad followed several full-page print ads in the ''New York Times'' and other newspapers that featured the headline "Thank you for suing us."<ref name="Independent-Advert">{{cite news |title=Taco Bell launches saucy ad campaigns against meat allegations |url=https://www.independent.co.uk/life-style/food-and-drink/taco-bell-launches-saucy-ad-campaigns-against-meat-allegations-2230712.html |access-date=March 6, 2011 |newspaper=The Independent |date=March 3, 2011 |location=London |url-status=live |archive-url=https://web.archive.org/web/20110306093741/http://www.independent.co.uk/life-style/food-and-drink/taco-bell-launches-saucy-ad-campaigns-against-meat-allegations-2230712.html |archive-date=March 6, 2011 }}</ref> Additionally, the chain added a new social campaign using [[Twitter]] and [[Facebook]]. The company invested heavily in the campaign, spending more than $3 million ([[USD]]) putting out its message—about 20 percent more than the company usually spends on an advertising program. The various campaigns came shortly before the company began its official response to the suit in the [[United States District Court for the Central District of California]] and were designed to bring public opinion into their camp. Various analysts stated that the company would have been better off using a grass-root campaign that involved in store advertising and other non-broadcast media.<ref name=DB-AP>{{cite news |last=Chapman |first=Michelle |title=Taco Bell to fight meat filling claims via TV ads |url=http://www.dailybreeze.com/business/ci_17504527 |access-date=March 6, 2011 |work=The Daily Breeze |date=February 28, 2011 |agency=Associated Press |url-status=dead |archive-url=https://web.archive.org/web/20110708220429/http://www.dailybreeze.com/business/ci_17504527 |archive-date=July 8, 2011 }}</ref> The suit was eventually withdrawn,<ref name="AP-Schreiner">{{cite news|last=Schreiner |first=Bruce |title=Taco Bell beef lawsuit dropped |url=https://www.seattletimes.com/business/taco-bell-beef-lawsuit-dropped/ |access-date=April 8, 2020 |newspaper=Seattle Times |date=April 20, 2011 |agency=Associated Press }}</ref> and the company continued its advertising response by publicly requesting an apology from the suing firm of Beasley Allen. Analyst Laura Ries, of marketing strategy firm Ries & Ries, stated she believed Taco Bell's latest response was a mistake. She commented that reviving memories of a suit that the majority of the public had forgotten after the initial burst of publicity was the wrong strategy from Taco Bell.<ref>{{cite news |last=Schreiner |first=Bruce |title=Taco Bell to law firm: 'Would it kill you' to apologize? |url=https://www.nbcnews.com/id/42682316 |access-date=April 22, 2011 |publisher=NBC News |date=April 20, 2011 |agency=Associated Press |location=Tacoma, Washington }}{{dead link|date=August 2024|bot=medic}}{{cbignore|bot=medic}}</ref>

In March 2012, Taco Bell teamed up with [[Frito-Lay]] and created the [[Doritos]] Locos Tacos, which is a taco with a Dorito Nacho Cheese flavored taco shell.<ref>{{cite news |title=Taco Bell introduces Dorito shell |newspaper=Daily News |location=New York |date=March 7, 2012}}</ref> In May 2012, Taco Bell released a drink named [[Mountain Dew]] A.M, a mixture of Mountain Dew and orange juice.<ref>{{cite web |url=https://www.foxnews.com/food-drink/taco-bells-breakfast-drink-mountain-dew-and-orange-juice |title=Taco Bell's breakfast drink = Mountain Dew and orange juice |publisher=Fox News Channel |date=May 29, 2012 |url-status=live |archive-url=https://web.archive.org/web/20150810015710/http://www.foxnews.com/leisure/2012/05/29/taco-bell-breakfast-drink-is-mountain-dew-and-orange-juice/ |archive-date=August 10, 2015 }}</ref> On June 6, 2012, Taco Bell announced it would be testing a new "Cantina Menu" with upscale items in their Kentucky and California restaurants. The new menu was created by [[celebrity chef]] [[Lorena Garcia]], and featured the addition of: [[Black turtle bean|Black Beans]]; Cilantro Rice; Citrus & Herb Marinated Chicken; and [[Cilantro]] Dressing.<ref>{{cite news |url=https://www.foxnews.com/food-drink/taco-bell-to-offer-more-upscale-items |agency=Associated Press |title=Taco Bell to offer more upscale items |publisher=Fox News Channel |date=June 6, 2012 |url-status=live |archive-url=https://web.archive.org/web/20150619171614/http://www.foxnews.com/leisure/2012/06/06/taco-bell-cantina-menu-chain-rolling-out-more-upscale-items/ |archive-date=June 19, 2015 }}</ref><ref>{{cite news|last=Luna|first=Nancy|title=Taco Bell Expanding Chef-Designed Menu|url=http://www.ocregister.com/articles/bell-372969-taco-cantina.html|access-date=September 29, 2012|newspaper=[[The Orange County Register]]|date=September 29, 2012|page=Business 3|url-status=live|archive-url=https://web.archive.org/web/20120929015623/http://www.ocregister.com/articles/bell-372969-taco-cantina.html|archive-date=September 29, 2012}}</ref>

The ''[[Doritos|Cool Ranch Doritos]] Taco'', became available to order on March 7, 2013.<ref>{{cite web|title=Taste Test: Taco Bell Announces Arrival Date for Cool Ranch Doritos Locos Tacos|url=https://abcnews.go.com/blogs/lifestyle/2013/02/taste-test-taco-bell-announces-arrival-date-for-cool-ranch-doritos-locos-tacos/|publisher=ABC TV|access-date=February 14, 2013}}</ref>  Shortly before its release, Taco Bell launched a promotion advertising that fans could get the new flavor at its stores a day early if they "just asked" on March 6. However, they neglected to inform the majority of their stores of this – leading to numerous complaints on its social media accounts and news sites from disappointed consumers who were unable to obtain the new taco.<ref>{{cite web |url=http://consumerist.com/2013/03/06/taco-bell-should-probably-have-told-its-restaurants-about-cool-ranch-doritos-taco-going-on-sale-early/ |title=Taco Bell Should Probably Have Told Its Restaurants About Cool Ranch Doritos Taco Going On Sale Early |work=The Consumerist |date=March 6, 2013 |access-date=June 16, 2015 |url-status=live |archive-url=https://web.archive.org/web/20150607125846/http://consumerist.com/2013/03/06/taco-bell-should-probably-have-told-its-restaurants-about-cool-ranch-doritos-taco-going-on-sale-early/ |archive-date=June 7, 2015 }}</ref><ref>{{cite web |url=http://www.foxnews.com/leisure/2013/03/07/taco-bell-fans-express-disappointment-after-delay-cool-ranch-doritos-tacos/ |title=Fans outraged as Taco Bell delays Cool Ranch Doritos tacos |publisher=Fox News Channel |date=March 7, 2013 |access-date=June 16, 2015 |url-status=dead |archive-url=https://web.archive.org/web/20150924115905/http://www.foxnews.com/leisure/2013/03/07/taco-bell-fans-express-disappointment-after-delay-cool-ranch-doritos-tacos/ |archive-date=September 24, 2015 }}</ref>

On July 23, 2013, Taco Bell announced they were discontinuing the sale of [[kids' meals]] and accompanying toys at all of their U.S.–based restaurants by January 2014. Some outlets ceased their sale as early as July 2013.<ref>{{cite web|title=Taco Bell to stop selling kids' meals|url=http://www.whec.com/news/stories/S3106633.shtml?cat=566|publisher=WHEC TV|access-date=July 23, 2013|url-status=dead|archive-url=https://web.archive.org/web/20131016223842/http://www.whec.com/news/stories/S3106633.shtml?cat=566|archive-date=October 16, 2013}}</ref>
[[File:Taco Bell Northridge.jpg|thumb|right|Taco Bell outlet in Los Angeles]]
On August 6, 2013, the chain announced it was expanding its test market of "Waffle Tacos" to ≈100 restaurants in [[Fresno, California]], [[Omaha, Nebraska]], and [[Chattanooga, Tennessee]], beginning on August 8 of that year. The Waffle Taco included scrambled eggs, sausage, and a side of syrup. It was the top–selling item during breakfast hours at the five [[Southern California]] restaurants where they had been test–released earlier in 2013.<ref>{{cite news|title=Taco Bell Expanding Test of Waffle Taco, Breakfast|url=http://bigstory.ap.org/article/taco-bell-expanding-test-waffle-taco-breakfast|agency=Associated Press|access-date=August 6, 2013|url-status=live|archive-url=https://web.archive.org/web/20130809091838/http://bigstory.ap.org/article/taco-bell-expanding-test-waffle-taco-breakfast|archive-date=August 9, 2013}}</ref> The breakfast menu started on March 27, 2014. Other items include: the A.M. Crunchwrap, [[Cinnabon]] Delights, Breakfast Burrito, A.M. Grilled Sausage Flatbread Melt, Hash Browns, Coffee and Orange Juice.<ref>{{cite news|title=Short Orders: B. Christopher's opens this week|url=http://www.news-record.com/blogs/short_orders/article_85c8c3fe-a951-11e3-b59d-001a4bcf6878.html|last=Wilson|first=Carl|work=[[News & Record]]|date=March 12, 2014|access-date=March 12, 2014}}</ref> The ad–campaign, which began March 27, used twenty-five men who were named Ronald McDonald, a reference to the famous [[Ronald McDonald|clown]] mascot of [[McDonald's]].<ref>{{cite news|title=Oak Ridge's Ronald McDonald in Taco Bell ad|url=http://www.news-record.com/news/local_news/article_7a707d0c-bd2f-11e3-9669-0017a43b2370.html|last=DeCwikiel-Kane|first=Dawn|work=News & Record|date=April 6, 2014|access-date=April 6, 2014}}</ref> Another commercial advertisement for the Waffle Taco features the narrator singing, "I've been eating [[McMuffin|Egg McMuffins]] since 1984.  But when I saw Taco Bell made a Waffle Taco, I figured I would get with the times" set to the tune of "[[Old MacDonald Had a Farm]]"— another shot at McDonald's.<ref name="Morrison">{{cite web|last=Morrison|first=Maureen|title=Taco Bell Ridicules McDonald's Egg McMuffin in New Spot|url=http://adage.com/article/news/taco-bell-ridicules-mcdonald-s-egg-mcmuffin-spot/292528/|work=Advertising Age|date=April 7, 2014|access-date=May 4, 2014|url-status=live|archive-url=http://archive.wikiwix.com/cache/20140504073126/http://adage.com/article/news/taco-bell-ridicules-mcdonald-s-egg-mcmuffin-spot/292528/|archive-date=May 4, 2014}}</ref>

On April 28, 2014, Taco Bell ridiculed McDonald's for its "out–dated muffins", in a breakfast campaign devised by Taylor.<ref>{{cite web|title=Taylor Partnered With Taco Bell to create a "Rolling Thunder" campaign.|date=October 13, 2014|url=http://www.prnewsonline.com/awards/2014-digital-pr-digital-excellence|publisher=PRNews Wire|url-status=live|archive-url=https://web.archive.org/web/20170818004419/http://www.prnewsonline.com/awards/2014-digital-pr-digital-excellence|archive-date=August 18, 2017}}</ref> The advertisement stated the claim that the McMuffin belonged in 1984.<ref name="Morrison" /><ref name="Palmer2007">{{cite book |first=Roger C. |last=Palmer |url=https://books.google.com/books?id=bnE_HwAACAAJ |title=The Bar Code Book: A Comprehensive Guide to Reading, Printing, Specifying, Evaluating, and Using Bar Code and Other Machine-Readable Symbols |publisher=Trafford Publishing |year=2007 |isbn=978-1-4251-3374-0}}</ref><ref>{{cite web|last=Nudd|first=Tim|title=Taco Bell Sings 'Old McDonald,' Says the Egg McMuffin Belongs Back in 1984|url=http://www.adweek.com/adfreak/taco-bell-sings-old-mcdonald-says-egg-mcmuffin-belongs-back-1984-156839|work=Adweek|date=April 7, 2014 |access-date=May 4, 2014|url-status=live|archive-url=https://web.archive.org/web/20140504103714/http://www.adweek.com/adfreak/taco-bell-sings-old-mcdonald-says-egg-mcmuffin-belongs-back-1984-156839|archive-date=May 4, 2014}}</ref> In October 2014, Taco Bell launched the ''Pink Strawberry Starburst Freeze'' beverage for a limited time.<ref>{{cite web|url=http://www.brandeating.com/2014/10/news-taco-bell-unveils-new-starburst-freeze.html|title=Taco Bell Unveils New Starburst Strawberry Freeze|website=www.brandeating.com|access-date=September 10, 2016|url-status=live|archive-url=https://web.archive.org/web/20160915010927/http://www.brandeating.com/2014/10/news-taco-bell-unveils-new-starburst-freeze.html|archive-date=September 15, 2016}}</ref> In August 2016, Taco Bell brought back its Pink Strawberry Starburst Freeze.<ref>{{cite web|url=http://www.thedailymeal.com/news/eat/pink-strawberry-starburst-freeze-back-taco-bell/082316|title=The Pink Strawberry Starburst Freeze Is Back at Taco Bell|work=The Daily Meal |access-date=September 10, 2016|url-status=live|archive-url=https://web.archive.org/web/20160824145128/http://www.thedailymeal.com/news/eat/pink-strawberry-starburst-freeze-back-taco-bell/082316|archive-date=August 24, 2016|date=August 23, 2016}}</ref> In October 2015, Taco Bell launched a certified vegetarian menu.<ref>{{cite web|url=http://www.eater.com/2015/10/1/9431775/taco-bell-vegetarian-menu|title=Taco Bell Launches Certified Vegetarian Menu|last=Shah|first=Khushbu|date=October 1, 2015|work=Eater|url-status=live|archive-url=https://web.archive.org/web/20151003010434/http://www.eater.com/2015/10/1/9431775/taco-bell-vegetarian-menu|archive-date=October 3, 2015}}</ref>

In August 2016, Taco Bell announced it would begin testing a mashup known as [[Cheetos]] Burritos at select Taco Bell restaurants<ref>{{cite web|url=http://www.today.com/food/taco-bell-tests-out-cheetos-burritos-because-we-need-more-t101359|title=Taco Bell tests out Cheetos burritos, because we need more junk food|last=Bulow|first=Alessandra|website=TODAY.com|date=August 2016 |access-date=August 31, 2016|url-status=live|archive-url=https://web.archive.org/web/20160905101849/http://www.today.com/food/taco-bell-tests-out-cheetos-burritos-because-we-need-more-t101359|archive-date=September 5, 2016}}</ref> On September 19, 2016, Taco Bell launched Airheads Freeze, a drink inspired by the candy [[Airheads (candy)|Airheads]] White Mystery, and allow people to guess its flavor on social media.<ref>{{cite web|url=https://www.cnbc.com/2016/09/07/taco-bell-to-launch-airheads-white-mystery-freeze.html|title=Taco Bell wants you to guess the flavor of its next candy-inspired Freeze|last=Whitten|first=Sarah|date=September 7, 2016|website=CNBC|access-date=September 10, 2016|url-status=live|archive-url=https://web.archive.org/web/20160909004354/http://www.cnbc.com/2016/09/07/taco-bell-to-launch-airheads-white-mystery-freeze.html|archive-date=September 9, 2016}}</ref> On September 15, 2016, Taco Bell introduced the Cheddar Habanero Quesarito, a quesadilla shelled burrito.<ref>{{cite web|url=https://www.cnbc.com/2016/09/15/taco-bell-kicks-up-the-heat-with-its-new-cheddar-habanero-quesarito.html|title=Taco Bell kicks up the heat with its new Cheddar Habanero Quesarito|last=Whitten|first=Sarah|date=September 15, 2016|website=CNBC|access-date=September 17, 2016|url-status=live|archive-url=https://web.archive.org/web/20160916193501/http://www.cnbc.com/2016/09/15/taco-bell-kicks-up-the-heat-with-its-new-cheddar-habanero-quesarito.html|archive-date=September 16, 2016}}</ref> In April 2017, Taco Bell announced that it would begin testing the Naked Breakfast Taco in Flint, Michigan in mid-April. The breakfast taco, which uses a fried egg as the shell for potato bites, nacho cheese, shredded cheddar, and bacon or sausage crumble.<ref>{{Cite news|url=http://www.grubstreet.com/2017/04/taco-bell-fried-egg-taco-shell-versus-starbucks-pie-crust-lid.html|title=Taco Bell Refused to Let Starbucks Win This Week's Most-Gimmicky-Food Award|publisher=GRUBSTREET|last=Rainey|first=Clint|date=April 6, 2017|access-date=April 12, 2017|url-status=live|archive-url=https://web.archive.org/web/20170412225902/http://www.grubstreet.com/2017/04/taco-bell-fried-egg-taco-shell-versus-starbucks-pie-crust-lid.html|archive-date=April 12, 2017}}</ref><ref>{{cite web|url=http://www.businessinsider.com/taco-bell-naked-breakfast-taco-review-2017-4|title=We tasted Taco Bell's new breakfast taco that uses a fried egg as the shell — here's what it's like|website=Business Insider|last=Taylor|first=Kate|date=April 6, 2017|access-date=April 12, 2017|url-status=live|archive-url=https://web.archive.org/web/20170413070742/http://www.businessinsider.com/taco-bell-naked-breakfast-taco-review-2017-4|archive-date=April 13, 2017}}</ref>

In 2017, the company released the Naked Chicken Chalupa that uses a chalupa shell made from chicken, using a similar idea to the [[Double Down (sandwich)|Double Down]] and later that year the Naked Chicken Chips, which are chicken nuggets shaped like chips with nacho cheese.<ref>[http://www.grubgrade.com/reviews/review-naked-chicken-chips-from-taco-bell Review: Naked Chicken Chips from Taco Bell] {{webarchive|url=https://web.archive.org/web/20170616020937/http://www.grubgrade.com/reviews/review-naked-chicken-chips-from-taco-bell |date=June 16, 2017 }} Retrieved May 23, 2017.</ref> In July 2017, Taco Bell announced a partnership with [[Lyft]] in which Lyft passengers in [[Orange County, California]], can request "Taco Mode" on their way to their destination from 9 PM to 2 AM, having a stop at Taco Bell. The program was cancelled after much negative feedback from drivers.<ref>{{cite news | url=http://fortune.com/2017/08/01/lyft-taco-bell-mode-promo-uber/ | title=Lyft's New Taco Bell Promo Stinks Worse Than an Old Burrito |first= ERIC | last=LARSON | work=[[Fortune (magazine)|Fortune]] | date=August 1, 2017 |url-status=live |archive-url=https://web.archive.org/web/20171022231631/http://fortune.com/2017/08/01/lyft-taco-bell-mode-promo-uber/|archive-date=October 22, 2017}}</ref>

On September 21, 2018, Taco Bell announced National Taco Day celebrating its global reach outside of the United States, to be celebrated in 20 countries.<ref>{{Cite news|url=https://www.foodandwine.com/news/taco-bell-national-taco-day-2018|title=Taco Bell to Take 'National Taco Day' Global This Year|work=Food & Wine|access-date=September 25, 2018|language=en|archive-date=September 25, 2018|archive-url=https://web.archive.org/web/20180925070420/https://www.foodandwine.com/news/taco-bell-national-taco-day-2018|url-status=dead}}</ref>

In January 2019, Taco Bell nearly doubled its television advertising spending to US$64 million.<ref>{{cite web|last=Santana |first=Danni |url=https://table.skift.com/2019/02/15/taco-bell-nearly-doubles-tv-advertising-spend-in-january/ |title=Taco Bell Nearly Doubles Television Advertising Spend in January |publisher=[[Skift]] |date=February 15, 2019 |access-date=June 30, 2019}}</ref> In September 2019, Taco Bell revamped its menu for the fall season.<ref name="What's New with Taco Bell's Menu">{{Cite web|url=https://www.tacobell.com/whats-new-with-taco-bells-menu|title=What's New with Taco Bell's Menu?|website=www.tacobell.com|access-date=September 22, 2019|archive-url=https://web.archive.org/web/20190922210848/https://www.tacobell.com/whats-new-with-taco-bells-menu|archive-date=September 22, 2019|url-status=dead}}</ref>

In July 2020, Taco Bell announced the Grilled Cheese Burrito.<ref>{{Cite news |date=July 2, 2020 |title=Taco Bell Unveils A Grilled Cheese Burrito |work=Taco Bell |type=Press release |url=https://www.tacobell.com/news/grilled-cheese-burrito |access-date=February 12, 2023}}</ref> The burrito is a recurring menu item that occasionally reappears for a limited time.<ref>{{Cite news |last=Harling |first=Danielle |date=August 29, 2022 |title=Taco Bell's Grilled Cheese Burrito Is Back For A Limited Time |work=[[Delish.com]] |publisher=[[Hearst Communications]] |url=https://www.delish.com/food-news/a41020878/taco-bell-grilled-cheese-burrito-return/ |access-date=February 12, 2023}}</ref>

[[File:Taco Bell, Niceville, Florida.jpg|thumb|right|Location in [[Niceville, Florida]]]]
In January 2021, Taco Bell announced the return of potatoes to the menu after a brief discontinuation in August 2020 in efforts to streamline processes in their restaurants in response to the [[COVID-19 pandemic]]. In addition to the potatoes, the company had announced plans to expand their vegetarian menu by introducing [[Beyond Meat]] as a plant-based vegetarian customization option.<ref>{{Cite web|title=Potatoes are Returning: The First in Taco Bell's Vegetarian Plans to Make This Year Better Than Last|url=https://www.tacobell.com/news/potatoes-are-returning-taco-bell-vegetarian-plans|access-date=January 15, 2021|website=www.tacobell.com}}</ref> In April 2021, Taco Bell said that it would start reusing hot sauce packets in partnership with the recycling company [[TerraCycle]], aiming to reduce the environmental pollution.<ref>{{Cite web|author=Jordan Valinsky|title=Taco Bell will start reusing hot sauce packets|url=https://www.cnn.com/2021/04/20/business/taco-bell-sauce-packets-recycle/index.html|access-date=April 20, 2021|website=CNN|date=April 20, 2021 }}</ref> In August 2021, Taco Bell announced the Crispy Chicken Sandwich Taco.<ref>{{cite web |url=https://www.foodandwine.com/news/taco-bell-crispy-chicken-sandwich-taco |title=Taco Bell's New Menu Item Is Both a Crispy Chicken Sandwich and a Taco |date=February 22, 2021 |work=[[Food & Wine]] |access-date=August 30, 2021 |archive-date=August 30, 2021 |archive-url=https://web.archive.org/web/20210830195132/https://www.foodandwine.com/news/taco-bell-crispy-chicken-sandwich-taco |url-status=dead }}</ref><ref>{{cite web |title=I tried Taco Bell's new chicken sandwich tacos and was surprised by how juicy they tasted |url=https://www.insider.com/taco-bell-new-chicken-sandwich-taco-review-2021-9 |access-date= November 30, 2021 |date=September 18, 2021 |work=[[Insider Inc.|Insider]]}}</ref>

On January 6, 2022, Taco Bell launched a digital taco [[subscription service]] called the Taco Lover's Pass through the company app. For the cost of $10, a customer can order one of seven different tacos each day for 30 consecutive days.<ref>{{cite news |last=Provenzano |first=Brianna |url=https://gizmodo.com/the-menaces-over-at-taco-bell-wont-rest-until-youre-add-1848315821 |title=The Maniacs at Taco Bell Made Moviepass, but for Tacos |work=[[Gizmodo]] |date=January 6, 2022 |accessdate=January 6, 2022 }}</ref> On April 18, 2022, Taco Bell announced that [[Mexican Pizza]] would return to its menu on May 19, after its having previously been discontinued in November 2020.<ref>{{Cite web |author=Jordan Valinsky |title=Taco Bell is bringing back a fan-favorite menu item |url=https://www.cnn.com/2022/04/18/business/taco-bell-mexican-pizza-return/index.html |access-date=April 20, 2022 |website=CNN|date=April 18, 2022 }}</ref>

From July to August 2022, filmmaker Sam Reid ate nothing but Taco Bell for 30 days, testing the nutritional content of the food in a similar vein to ''[[Super Size Me]]''.<ref>{{Cite web |date=July 21, 2022 |title=Man to eat only Taco Bell in 30-day health experiment |url=https://www.fox13news.com/news/taco-bell-enthusiast-to-eat-only-from-menu-in-30-day-health-experiment |access-date=December 1, 2024 |website=FOX TV Digital Team |language=en-US}}</ref> The stunt gained widespread national attention for both Sam and the fast food chain, including multiple news stations covering his diet<ref>{{Cite web |last=Shustack |first=Chase |date=October 8, 2022 |title=The Taco Bell Experiment You Have To See To Believe |url=https://www.mashed.com/1045156/the-taco-bell-experiment-you-have-to-see-to-believe/ |access-date=December 1, 2024 |website=Mashed |language=en-US}}</ref> and a mention by [[Jimmy Fallon]] on [[The Tonight Show Starring Jimmy Fallon|The Tonight Show]].<ref>{{Cite web |last=Morgan |first=Brittany |date=August 8, 2022 |title='I'm actually feeling pretty good.' Lexington man eating Taco Bell for 30 days over halfway through |url=https://www.wdbj7.com/2022/08/08/im-actually-feeling-pretty-good-lexington-man-eating-taco-bell-30-days-over-halfway-through/ |access-date=December 1, 2024 |website=www.wdbj7.com |language=en}}</ref> Reid published a documentary about the challenge on his [[YouTube]] channel in October the same year. While the 30-day stunt was not an officially endorsed marketing campaign by Taco Bell, then CEO Mark King later invited Reid to Taco Bell's headquarters in Irvine, California.<ref>{{Cite web |date=April 19, 2023 |title=A One-Month Taco Binge |url=https://www.thenews-gazette.com/article/1678,a-one-month-taco-binge |access-date=December 1, 2024 |website=The News-Gazette |language=en}}</ref> Reid was also a guest on an official Taco Bell podcast in 2023,<ref>{{Cite web |title=EP 23: What Happens When You Eat Nothing But Taco Bell For 30 Days? {{!}} Taco Bell® |url=https://www.tacobell.com/stories/ep-23-thirty-days-of-taco-bell-sam-reid-documents-his-journey |access-date=December 1, 2024 |website=www.tacobell.com}}</ref> discussing the stunt and its effect on his physical health.

In 2023, the company test-marketed a vegan Crunchwrap Supreme in Los Angeles, New York, and Orlando to gauge the potential of a national roll out. ''[[Bon Appétit]]'' tested a vegan Crunchwrap alongside a non-vegan Crunchwrap purchased at the store in midtown Manhattan and said "the differences between the two were also genuinely difficult to discern."<ref>{{Cite web |date=June 9, 2023 |title=Taco Bell's New Vegan Crunchwrap Doesn't Taste Like Meat—Just Like the Original |url=https://www.bonappetit.com/story/taco-bell-vegan-crunchwrap-review |access-date=June 17, 2023 |website=Bon Appétit |language=en-US}}</ref>

On August 29, 2025, the company announced that it would be abrogating its artificial intelligence-powered [[drive-thru]]s due to technical difficulties and "[[trolling]]," including one instance where a customer ordered 18,000 waters. According to reports, the AI would erroneously tell customers that the store was out of all ingredients except for soda and sauce packets. There were also reports of the AI bots simply disallowing customers to modify their orders, such as replacing meat with beans. The phenomenon quickly became an [[internet meme]]. One video on [[TikTok]] appeared to show a customer attempting to order McDonald's food items from Taco Bell, which was allowed by the system. Dane Mathews, the chain's Chief Digital and Technology Officer, told the ''Wall Street Journal'': "We’re learning a lot, I’m going to be honest with you. [...] I can tell you it's a very active conversation inside Taco Bell in partnership with our franchisees. I think at the end of the day, it's really, really early. And we feel that. And I think other brands feel that, too." Taco Bell stated that it was seeking to address the situation with a "hybrid approach."<ref>{{Cite web |last=Bousquette|first=Isabelle |date=2025-08-28 |title=Taco Bell Rethinks Future of Voice AI at the Drive-Through |url=https://www.wsj.com/articles/taco-bell-rethinks-future-of-voice-ai-at-the-drive-through-72990b5a |access-date=2025-10-01 |website=The Wall Street Journal |language=en}}</ref><ref>{{Cite web |last=Dellinger |first=A. J. |date=2025-08-28 |title=Taco Bell Says 'No Más' to AI Drive-Thru Experiment |url=https://gizmodo.com/taco-bell-says-no-mas-to-ai-drive-thru-experiment-2000649786 |access-date=2025-09-07 |website=Gizmodo |language=en-US}}</ref>

=== Dollar Cravings ===
On August 18, 2014, Taco Bell launched a new [[value menu]] called [[Dollar Cravings]]. Replacing the old Why Pay More menu, Dollar Cravings featured thirteen food items all priced at a [[United States dollar]].<ref name="Taco Bell is latest chain to offer a dollar menu – LA Times">{{cite news|first=Brianna|last=Sacks|url=https://latimes.com/business/la-fi-taco-bell-dollar-menu-20140818-story.html|title=Taco Bell is latest chain to offer a dollar menu|work=[[Los Angeles Times]]|date=August 18, 2014|access-date=August 25, 2014|url-status=live|archive-url=https://web.archive.org/web/20140824174438/http://www.latimes.com/business/la-fi-taco-bell-dollar-menu-20140818-story.html|archive-date=August 24, 2014}}</ref><ref name="Taco Bell Breathes New Life Into Fast-Food Dollar Menus – Money.com">{{cite news |last=Tuttle |first=Brad |date=August 18, 2014 |title=Taco Bell Breathes New Life Into Fast-Food Dollar Menus |work=Money.com |url=https://money.com/taco-bell-dollar-menu/ |url-status=live |access-date=August 25, 2014 |archive-url=https://web.archive.org/web/20210514005543/https://money.com/taco-bell-dollar-menu/ |archive-date=May 14, 2021}}</ref>

It was renamed "Cravings Value Menu", when prices were increased on some of the items. In April 2019, they introduced a "loaded nacho taco" for a dollar.<ref>{{cite web|url=https://www.thrillist.com/news/nation/taco-bell-new-dollar-loaded-nacho-taco |title=Taco Bell Releases New One Dollar Loaded Nacho Tacos |publisher=[[Thrillist]] |date=April 4, 2019 |access-date=June 30, 2019}}</ref><ref>{{cite web|url=http://links.tacobell.mkt7706.com/servlet/MailView?ms=MzkzMzg0MTgS1&r=NzA3MTc2NzM2MjQ3S0&j=MTUwMDMwNTc3NAS2&mt=1&rt=0 |title=Nachos? Or Tacos? Loaded Questions. |publisher=Taco Bell |access-date=June 30, 2019}}</ref> As of January 2024, the company featured 10 items.<ref>{{Cite web |date=January 8, 2024 |title=Taco Bell enters a new value era with the launch of the New Cravings Value menu |url=https://www.nrn.com/quick-service/taco-bell-enters-new-value-era-launch-new-cravings-value-menu |access-date=January 17, 2024 |website=Nation's Restaurant News |language=en}}</ref>

=== Discontinued menu items ===

One of Taco Bell's original 1962 menu items was the Chiliburger, renamed the Bell Burger in 1969, then the Bell Beefer in 1979; this was a [[loose meat]] sandwich originally filled with taco-seasoned ground beef in mild red sauce with shredded lettuce and diced onion served on a steamed hamburger bun. Later, shredded cheese and diced tomato were added to the sandwich. Taco Bell discontinued the Bell Beefer around 1986 to maintain a more typical [[Tex-Mex]]-inspired menu.<ref>{{cite news|last=Velasco|first=Schuyler|title=10 fast foods that have disappeared: 3. Bell Beefer|url=https://www.csmonitor.com/Business/2013/0821/10-fast-foods-that-have-disappeared/Bell-Beefer|access-date=March 11, 2014|newspaper=The Christian Science Monitor|date=August 21, 2013|url-status=live|archive-url=https://web.archive.org/web/20140312013157/http://www.csmonitor.com/Business/2013/0821/10-fast-foods-that-have-disappeared/Bell-Beefer|archive-date=March 12, 2014}}</ref>

Other discontinued Taco Bell menu items include the [[Enchirito]] (name revived for a different menu item); Taco Lite; Taco Grande; Chilito (Chili Cheese Burrito); Beefy Crunch Burrito; Beefy Melt Burrito; Seafood Salad; Chicken Fiesta Burrito; Potatorito; Volcano Taco; BLT Taco; Cheesarito; Cinnamon Crispas; Nacho Crunch Grilled Stuft Burrito; Chicken Caesar Grilled Stuft Burrito; Grilled Stuft Nacho; Fully Loaded Nachos; Crunchwrap Sliders;<ref>{{cite web|url=http://mentalfloss.com/article/81636/13-discontinued-menu-items-taco-bell |title=13 Discontinued Menu Items from Taco Bell |work=Mental Floss |date=October 4, 2018 |access-date=June 30, 2019}}</ref> Blackjack Taco; Bean Burrito Especial; Border Ices; and the Meximelt.<ref>{{cite web |last=Swift |first=James |url=http://www.retrojunk.com/article/show/3792/a-tribute-to-taco-bell |title=A Tribute to Taco Bell |publisher=Retrojunk.com |access-date=June 16, 2015 |url-status=live |archive-url=https://web.archive.org/web/20150623094528/http://www.retrojunk.com/article/show/3792/a-tribute-to-taco-bell |archive-date=June 23, 2015 }}</ref>

In September 2019, Taco Bell made new changes to its menu. Items discontinued include the Beefy Mini Quesadilla; Chips and Salsa; Chipotle Chicken Loaded Griller; Double Decker Taco; Cool Ranch and Fiery Doritos Locos Tacos; Double Tostada; Power Menu Burrito, and the XXL Grilled Stuft Burrito.<ref name="What's New with Taco Bell's Menu"/>

{{As of|2020|August|13|df=US}}, the menu underwent another update as part of their efforts to streamline processes in their restaurants in response to the [[COVID-19 pandemic]], discontinuing the following items: Grilled Steak Soft Taco; 7-Layer Burrito; Nachos Supreme; Beefy Fritos Burrito; Spicy Tostada; Triple Layer Nachos; Cheesy Fiesta Potatoes; Loaded Grillers, both Cheesy Potato and Beefy Nacho; Chips & Dips; and Mini Skillet Bowl.<ref>{{Cite web|title=Taco Bell® is Revamping its Menu|url=https://www.tacobell.com/news/taco-bell-is-revamping-its-menu|access-date=October 18, 2020|website=www.tacobell.com}}</ref>

== International operations ==
[[File:Taco Bell locations around the world map 2025.png|thumb|Taco Bell locations]]Between 2010 and 2023 the number of outlets grew every year:<ref>{{Cite web |title=Taco Bell restaurants 2022 |url=https://www.statista.com/statistics/256824/taco-bell-restaurants-worldwide/ |access-date=September 24, 2023 |website=Statista |language=en}}</ref>
{| class="wikitable"
|+Number of Taco Bell restaurants worldwide
!2010
!2011
!2012
!2013
!2014
!2015
!2016
!2017
!2018
!2019
!2020
!2021
!2022
!2023
|-
|5,896
|5,945
|5,980
|6,053
|6,206
|6,413
|6,612
|6,849
|7,072
|7,363
|7,427
|7,791
|8,218
|8,564
|}

=== Asia ===
====China====
In 2003, Taco Bell entered the Chinese market by opening a restaurant in the Shanghai [[People's Square]], named "Taco Bell Grande".<ref>{{Cite news |last=Wee |first=Sui-Lee |date=February 10, 2017 |title=A Long Way From Mexico: Company Bets China Has an Appetite for Taco Bell |language=en-US |work=The New York Times |url=https://www.nytimes.com/2017/02/10/business/china-kfc-taco-bell.html |access-date=September 24, 2023 |issn=0362-4331}}</ref><ref>{{Cite web |date=May 26, 2003 |title=Small Business - Yum! Opens First Taco Bell in China |url=https://www.entrepreneur.com/business-news/small-business-yum-opens-first-taco-bell-in-china/62158 |access-date=September 24, 2023 |website=Entrepreneur |language=en}}</ref> Three more TBG restaurants opened before they were closed in 2008.<ref>{{Cite web |title=No, Taco Bell Isn't Opening 1,000 China Stores... Yet |url=https://www.thatsmags.com/china/post/17217/no-taco-bell-isn-t-opening-1-000-china-stores-yet |access-date=September 24, 2023 |website=That's Online |language=en}}</ref> Taco Bell relaunched in the Chinese market when a store opened in [[Pudong]], [[Shanghai]], in late 2016.<ref>{{Cite web |date=September 1, 2017 |title=Yum China Launches Taco Bell Brand in China |url=https://yumchinaholdingsinc.gcs-web.com/news-releases/news-release-details/yum-china-launches-taco-bell-brand-china |archive-url=https://web.archive.org/web/20231009140843/https://yumchinaholdingsinc.gcs-web.com/news-releases/news-release-details/yum-china-launches-taco-bell-brand-china |url-status=dead |archive-date=October 9, 2023 |access-date=September 24, 2023 |website=yumchinaholdingsinc.gcs-web.com }}</ref> As of March 2024, Taco Bell has 90 outlets in China.<ref>{{cite web|url=https://ir.yumchina.com/our-brands/|archive-url=https://web.archive.org/web/20190406234424/http://ir.yumchina.com/our-brands|url-status=dead|archive-date=April 6, 2019|title=Our Brands {{!}} Taco Bell|access-date=June 21, 2024|website=[[Yum China]]|language=en}}</ref>

====India====
India's first Taco Bell outlet opened at the [[Mantri Square]] mall in [[Bangalore]] in 2010.<ref>{{cite web|url=http://www.imagesfood.com/News.aspx?Id=1344&topic=1|title=Taco Bell's maiden Indian outlet opening at Mantri Square mall|date=January 1, 2010|publisher=Imagesfood.com|archive-url=https://web.archive.org/web/20120314112403/http://www.imagesfood.com/News.aspx?Id=1344&topic=1|archive-date=March 14, 2012}}</ref> Taco Bell announced an exclusive national master franchise agreement with Burman Hospitality on May 15, 2019. The chain operated 35 outlets across India as on the same date.<ref>{{cite news |last1=Bhushan |first1=Ratna |title=Taco Bell names Burman Hospitality as exclusive national franchise partner |url=https://economictimes.indiatimes.com/industry/services/hotels-/-restaurants/taco-bell-names-burman-hospitality-as-exclusive-national-franchise-partner/articleshow/69342818.cms |newspaper=The Economic Times |access-date=May 17, 2019 |date=May 16, 2019}}</ref> Yum! Brands stated that it planned to open 600 new Taco Bell outlets in India by 2029.<ref>{{cite web |title=Taco Bell is going on expansion spree in India — with plans to hire 20,000 people |url=https://www.businessinsider.in/taco-bell-plan-to-open-600-outlets-in-india-hiring-20000-people/articleshow/69355301.cms |website=Business Insider |access-date=May 17, 2019 }}{{Dead link|date=June 2025 |bot=InternetArchiveBot |fix-attempted=yes }}</ref>

====Indonesia====
[[File:Taco Bell Senopati (2024).jpg|thumb|left|Taco Bell in South Jakarta]]
Taco Bell opened its first Indonesian restaurant in [[South Jakarta]] on December 18, 2020.<ref>{{Cite web|last=Sari|first=Yenny Mustika|title=Taco Bell Buka Gerai Pertama di Indonesia Hari Ini|url=https://food.detik.com/info-kuliner/d-5300573/taco-bell-buka-gerai-pertama-di-indonesia-hari-ini|access-date=December 18, 2020|website=Detik Food|language=id|archive-date=December 18, 2020|archive-url=https://web.archive.org/web/20201218093557/https://food.detik.com/info-kuliner/d-5300573/taco-bell-buka-gerai-pertama-di-indonesia-hari-ini|url-status=dead}}</ref> As of 2022, Taco Bell has since opened three more restaurants in Indonesia, all located in [[Jakarta]].

====Malaysia====
[[File:Tropicana Gardens Mall Taco Bell (220114).jpg|thumb|Taco Bell in Tropicana Gardens Mall, [[Kota Damansara]], Malaysia]]
Taco Bell opened its first Malaysian store in [[Cyberjaya]], [[Sepang]] on April 2, 2021. It then opened its second store in [[Bandar Sri Permaisuri]], [[Kuala Lumpur]] followed by Tropicana Gardens Mall and [[Setiawangsa]] outlets. In early 2022, Taco Bell opened up in [[Wangsa Maju]], [[Sunway Pyramid]], [[Puchong]] and has continued in expanding to other states as well.<ref>{{Cite web|author=<!--Not stated--> |date=March 22, 2021 |title=Taco Bell Malaysia's first outlet is opening on April 2 at Cyberjaya |url=https://www.malaymail.com/news/eat-drink/2021/03/22/taco-bell-malaysias-first-outlet-is-opening-on-april-2-at-cyberjaya/1960022|access-date=September 1, 2024|website=Malay Mail |language=en}}</ref><ref>{{Cite web|last=Releases|first=Press|title=Eat Tacos To A View Of Sunway Lagoon At Taco Bell's New Store In Sunway Pyramid! {{!}} TRP|url=https://www.therakyatpost.com/press-release/2022/02/22/eat-tacos-to-a-view-of-sunway-lagoon-at-taco-bells-new-store-in-sunway-pyramid/|access-date=February 22, 2022|website=The Rakyat Post|date=February 22, 2022 |language=en-US}}</ref> It currently has 13 stores scattered across [[Klang Valley]].

====Japan====
Taco Bell once operated shops in [[Tokyo]] and [[Nagoya]] in the 1980s but withdrew several years later.<ref name="Toyo">{{Cite news |title=タコス屋｢タコベル｣は日本をどう攻める？ |newspaper=[[Toyo Keizai]] |date=April 20, 2015 |first=Ryugo |last=Matayoshi |url=http://toyokeizai.net/articles/-/67021 |access-date=April 30, 2015 |url-status=live |archive-url=https://web.archive.org/web/20150424232828/http://toyokeizai.net/articles/-/67021 |archive-date=April 24, 2015 }}</ref> Since then, there were shops only at [[United States Forces Japan]] bases.<ref>{{Cite news |title=米人気ファーストフード「タコベル」、日本に再上陸 来月、渋谷に |newspaper=with news |date=March 30, 2015 |url=http://withnews.jp/article/f0150330003qq000000000000000G0010801qq000011735A |access-date=April 30, 2015 |url-status=live |archive-url=https://web.archive.org/web/20150502115202/http://withnews.jp/article/f0150330003qq000000000000000G0010801qq000011735A |archive-date=May 2, 2015 }}</ref> In 2015, Taco Bell returned to the Japanese market with a new shop in the downtown area of [[Shibuya]], Tokyo.<ref name="Toyo" /> It had "[[Taco rice]]" and "Shrimp and avocado burrito" on its original menu.<ref>{{Cite news |title=タコス屋｢タコベル｣は日本をどう攻める？ |newspaper=[[Toyo Keizai]] |date=April 20, 2015 |first=Ryugo |last=Matayoshi |url=http://toyokeizai.net/articles/-/67021?page=3 |access-date=April 30, 2015 |url-status=live |archive-url=https://web.archive.org/web/20150424232839/http://toyokeizai.net/articles/-/67021?page=3 |archive-date=April 24, 2015 }}</ref>

==== Philippines ====
[[File:Taquitosjf.JPG|thumb|Grilled taquitos in the Philippines]]
Taco Bell opened its first [[Philippine]] branch in October 2004, at the [[Gateway Mall (Araneta Center)|Gateway Mall]] in [[Quezon City#Cubao|Cubao]], Quezon City.<ref>{{Cite web |title=Taco Bell Philippines - Facebook |url=https://www.facebook.com/tacobellPHL/posts/weve-reached-a-milestone-as-our-first-branch-celebrates-its-15th-anniversary-tom/10156383980860925/ |access-date=September 24, 2023 |website=www.facebook.com}}</ref><ref>{{Cite web |date=April 1, 2015 |title=Review of Taco Bell Philippines (Gateway Mall, Cubao, Quezon City) |url=https://rochkirstin.com/review-of-taco-bell-philippines-gateway-mall-cubao-quezon-city/ |access-date=September 24, 2023 |website=Rochkirstin {{!}} com |language=en-US |archive-date=October 9, 2023 |archive-url=https://web.archive.org/web/20231009183613/https://rochkirstin.com/review-of-taco-bell-philippines-gateway-mall-cubao-quezon-city/ |url-status=dead }}</ref> As of 2023 there are some outlets in the Manila/Quezon City area.<ref>{{Cite web |title=Taco Bell Philippines |url=https://www.google.com/maps/search/Taco+Bell/@14.5126124,120.9713371,11z/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref>

====Singapore====
Taco Bell in [[Singapore]] existed for a number of years, mostly as combination stores with KFC such as the one that operated at the Funan Digital Life Mall, but in 2008, Taco Bell completely pulled out of Singapore.<ref>{{cite web|url=http://www.funan.com.sg|title=Funan DigitaLife Mall|publisher=Funan.com.sg|archive-url=https://web.archive.org/web/20090831052738/http://www.funan.com.sg/|archive-date=August 31, 2009|url-status=dead|access-date=February 9, 2010}}</ref>

====South Korea====
There are currently two locations in [[Seoul]], in the [[Itaewon]] and [[Hongdae area|Hongdae]] districts, which attract the most foreigners and college students. The two branches opened in the summer of 2010, Itaewon's branch coming first. A Taco Bell had long been a presence at the U.S. Army's [[Yongsan Garrison]], which is off-limits to non-military personnel, and for a time there was a tongue-in-cheek grassroots campaign by non-Korean, non-military foreigners in Seoul to get another Taco Bell location.<ref>{{cite web|url=https://www.youtube.com/watch?v=tCTfttE0w_E|title=We Want Taco Bell- EV Boyz|date=July 29, 2009|publisher=YouTube|access-date=August 16, 2011|url-status=live|archive-url=https://web.archive.org/web/20131019035857/https://www.youtube.com/watch?v=tCTfttE0w_E|archive-date=October 19, 2013}}</ref>

====Sri Lanka====
In July 2017, Taco Bell opened an outlet in [[Colombo]], Sri Lanka.<ref name="sri_lanka">{{cite news|url=http://www.dailymirror.lk/article/Mexican-restaurant-chain-Taco-Bell-opens-first-outlet-in-Sri-Lanka-132972.html|title=Mexican restaurant chain Taco Bell opens first outlet in Sri Lanka|last1=Zuhair|first1=Zahara|date=July 18, 2017|work=MirrorBusiness|access-date=August 7, 2017|url-status=live|archive-url=https://web.archive.org/web/20170720180204/http://www.dailymirror.lk/article/Mexican-restaurant-chain-Taco-Bell-opens-first-outlet-in-Sri-Lanka-132972.html|archive-date=July 20, 2017}}</ref>

====Thailand====

There are branches in Bangkok and Pattaya.<ref>{{Cite web |title=Taco Bell in Thailand|url=https://www.google.com/maps/search/taco+bell+in+thailand/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref>

=== Europe ===
====Bosnia and Herzegovina====
First Taco Bell opened in [[Ilidža]] near Sarajevo on October 17, 2024. As of December 2024, there is another branch located in [[Sarajevo City Center]].<ref>{{cite web |title=Taco Bell na Ilidži otvorio svoj prvi restoran u BiH |url=https://depo.ba/clanak/263600/taco-bell-na-ilidzi-otvorio-svoj-prvi-restoran-u-bih |website=depo.ba |language=en}}</ref>

====Cyprus====
A Taco Bell opened in [[Cyprus]] in December 2009 in [[Limassol]] in the [[MY MALL Limassol]].<ref>{{cite web|url=http://www.thefranchisemall.com/news/articles/23202-0.htm |title=Taco Bell News – Taco Bell To Open First Cyprus Store By December |date=September 13, 2009 |publisher=The Franchise Mall |access-date=June 2, 2015 |url-status=dead |archive-url=https://web.archive.org/web/20150618020044/https://www.thefranchisemall.com/news/articles/23202-0.htm |archive-date=June 18, 2015 }}</ref> Additionally there are stores in [[Paphos]], [[Nicosia]] and [[Larnaca]].<ref>{{Cite web |title=Taco Bell in Cyprus |url=https://www.google.com/maps/search/taco+bell+cyprus/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref>

====Finland====
[[File:Taco Bell Dixi.jpg|thumb|Taco Bell restaurant in [[Vantaa]], Finland]]
[[File:Naked Burrito Bowl at Taco Bell in Iso Omena.jpg|thumb|A Naked Burrito Bowl with seasoned French fries and a soft drink at a Taco Bell in Finland]]
On June 15, 2017, Finnish restaurant company  [[Restel]] announced that it is bringing Taco Bell to Finland.<ref>{{cite news|url=http://www.is.fi/taloussanomat/porssiuutiset/art-2000005255141.html|title=Taco Bell tulee Suomeen – palkkaa satoja työntekijöitä|date=June 15, 2017|newspaper=Ilta-Sanomat|access-date=June 15, 2017|language=fi|url-status=live|archive-url=https://web.archive.org/web/20170615071135/http://www.is.fi/taloussanomat/porssiuutiset/art-2000005255141.html|archive-date=June 15, 2017}}</ref> The first restaurant opened in central [[Helsinki]] on November 9, 2017. Restaurants in [[Sello]] and [[Iso Omena]] malls in [[Espoo]] opened later in November 2017. Finland is the first country to include pulled oats (a meat substitute) in the menu.<ref>{{cite web|url=https://www.sttinfo.fi/tiedote/suomen-ensimmaisen-taco-bell--ravintolan-avaamista-edeltaa-juhlahumu-helsingin-keskustassa?publisherId=52299073&releaseId=64169529|title=Suomen ensimmäisen Taco Bell -ravintolan avaamista edeltää juhlahumu Helsingin keskustassa|date=October 19, 2017|publisher=STT Info|language=fi|access-date=October 19, 2017|url-status=dead|archive-url=https://web.archive.org/web/20171019163144/https://www.sttinfo.fi/tiedote/suomen-ensimmaisen-taco-bell--ravintolan-avaamista-edeltaa-juhlahumu-helsingin-keskustassa?publisherId=52299073&releaseId=64169529|archive-date=October 19, 2017}}</ref> In 2019, the Taco bell expanded outside the [[Helsinki metropolitan area]] to [[Lappeenranta]] and [[Turku]]. In July 2021, a new branch was opened in [[Oulu]].<ref>{{cite web|url=https://www.tacobell.fi/ajankohtaiset/taco-bell-laajenee-kohti-pohjoista-%E2%80%93-uusi-ravintola-aukeaa-ouluun|archive-url=https://web.archive.org/web/20210407164346/https://www.tacobell.fi/ajankohtaiset/taco-bell-laajenee-kohti-pohjoista-%E2%80%93-uusi-ravintola-aukeaa-ouluun/|url-status=dead|archive-date=April 7, 2021|title=Taco Bell laajenee kohti pohjoista – uusi ravintola aukeaa Ouluun|date=April 7, 2021|publisher=Taco Bell Suomi|language=fi|access-date=April 16, 2021}}</ref> As of November 2022 there are 16 Taco Bell restaurants in Finland, most of them in the Helsinki metropolitan area.<ref>{{cite web|url=https://www.tacobell.fi/ravintolat|title=Ravintolat|date=|publisher=Taco Bell Suomi|language=fi|access-date=November 7, 2022}}</ref>

====Germany====
Taco Bell planned to open its first German location in [[Berlin]] in July or August 2024. Once established, the franchise company İş Holding (ISH) planned to open 100 to 150 Taco Bell restaurants in Germany within the next five years.<ref>{{cite web |title=US-Kultmarken Taco Bell und Krispy Kreme eröffnen Filialen an diesen Standorten in Deutschland |date=May 14, 2024 |url=https://www.businessinsider.de/wirtschaft/us-ketten-taco-bell-und-krispy-kreme-kommen-in-deutschen-staedte/}}</ref> Initially, the opening of the first locations in Berlin were delayed until the summer of 2025.  In early May 2025, the planned opening of Taco Bell in Germany was canceled after Yum! Brands had already decided to terminate the franchise agreement with ISH back in January after difficulties were experienced in how ISH operated in the German and Turkish markets. The operations of KFC and Pizza Hut Germany remain unaffected after being transferred back directly to Yum!.<ref>{{cite web |url=https://www.iamexpat.de/lifestyle/lifestyle-news/taco-bell-scraps-plans-restaurants-berlin |title=Taco Bell scraps plans for restaurants in Berlin |website=I Am Expat |last=Logan |first=Olivia |date=May 8, 2025 |access-date=June 10, 2025}}</ref><ref>{{cite press release |url=https://www.yum.com/wps/portal/yumbrands/Yumbrands/news/press-releases/yum+brands+terminates+franchise+agreement+with+is+gida+as+in+turkey |title=Yum! Brands terminates franchise agreement with IS Gida A.S. in Turkey |publisher=Yum! Brands |date=January 8, 2025 |access-date=June 10, 2025}}</ref>

==== Gibraltar ====
The first and only Taco Bell store in Gibraltar was opened in 2024.<ref>{{Cite Google Maps |title=Taco Bell in Gibraltar |url=https://www.google.fi/maps/place/Taco+Bell/@36.1446292,-5.3532228,411m/data=!3m1!1e3!4m14!1m7!3m6!1s0xd0cc148f4e9decf:0xbd5394f0ff86c8f5!2sTaco+Bell!8m2!3d36.1445874!4d-5.352656!16s%2Fg%2F11vwf297_b!3m5!1s0xd0cc148f4e9decf:0xbd5394f0ff86c8f5!8m2!3d36.1445874!4d-5.352656!16s%2Fg%2F11vwf297_b?entry=ttu&g_ep=EgoyMDI0MTIxMS4wIKXMDSoASAFQAw%3D%3D/}}</ref>

====Greece====
Greece's first Taco Bell opened in [[Athens]] upon the grand opening of the newly constructed Athens Metro Mall on November 30, 2010.<ref>{{cite web|url=http://athensmetromall.atcom.gr/gr/estiasi/?s=41&id=17|title=Taco Bell|year=2010|publisher=Athensmetromall.atcom.gr|language=el|archive-url=https://web.archive.org/web/20101216021558/http://athensmetromall.atcom.gr/gr/estiasi/?s=41&id=17|archive-date=December 16, 2010|url-status=dead|access-date=January 2, 2011}}</ref><ref>{{cite web|url=http://www.ekathimerini.com/4dcgi/_w_articles_economy_0_04/11/2010_120908|title=New mall in recession-hit landscape|last=Bouras|first=Stelios|date=November 4, 2010|work=[[Kathimerini]]|access-date=January 2, 2011|url-status=live|archive-url=https://web.archive.org/web/20130114142351/http://www.ekathimerini.com/4dcgi/_w_articles_economy_0_04/11/2010_120908|archive-date=January 14, 2013}}</ref> The restaurant closed in August 2012 and the chain withdrew from the Greek market due to the country's recession.<ref>{{cite web|url=http://news.kathimerini.gr/4dcgi/_w_articles_economyepix_1_10/08/2012_491838|title=Taco Bell|year=2012|work=Kathimerini|language=el|archive-url=https://web.archive.org/web/20131228124815/http://news.kathimerini.gr/4dcgi/_w_articles_economyepix_1_10/08/2012_491838|archive-date=December 28, 2013|url-status=dead|access-date=December 28, 2013}}</ref>

However, Taco Bell has returned to Greece and the first new location in the country opened on September 3, 2025, in [[Chalandri]], a suburb in [[North Athens (regional unit)|North Athens]] in the [[Attica]] region, with more locations to follow.<ref>{{cite web|url=https://www.tovima.com/society/taco-bell-opens-first-restaurant-in-athens/|title=Taco Bell Opens First Restaurant in Athens|year=2025|work=[[Tovima]]|access-date=September 3, 2025}}</ref><ref>{{cite web|url=https://www.ekathimerini.com/economy/1279582/taco-bell-to-open-first-store-in-greece-on-september-3-in-northern-athens/|title=Taco Bell to Open First Store in Greece on September 3 in Northern Athens|year=2025|work=[[Kathimerini]]|access-date=September 3, 2025}}</ref><ref>{{cite web|url=https://www.athens24.gr/news/to-taco-bell-anoigei-to-pryto-toy-katastima-stin-athina-ayto-to-kalokairi.html|title=Taco Bell: Ανοίγει το πρώτο εστιατόριο στην Αθήνα το καλοκαίρι
|year=2025|work=Athens24|language=el|access-date=September 3, 2025}}</ref>

==== Ireland ====
On May 13, 2025, it was announced that the first Taco Bell restaurant in [[Ireland]] would open in the summer of the same year in partnership with [[Applegreen]], with more locations to follow. The first restaurant opened on 16 September 2025 in a new motorway service station off Junction 6 on the M3 in [[Dunshaughlin]], [[County Meath]].<ref>{{cite news |last1=Stedman |first1=Gill |title=Applegreen to open Ireland's first Taco Bell this summer |url=https://www.rte.ie/news/business/2025/0513/1512482-applegreen-ireland-taco-bell/ |access-date=13 May 2025 |publisher=[[RTÉ]]}}</ref><ref>{{cite web|url=https://www.rte.ie/news/regional/2025/0916/1533685-taco-bell/|title=Ireland's first Taco Bell restaurant opens in Co Meath today|date=16 September 2025|work=RTE Sport|accessdate=16 September 2025}}</ref>

====Netherlands====
On April 4, 2017, Taco Bell opened its first restaurant in [[Eindhoven]], Netherlands.<ref>{{cite web|url=http://tacobell.nl/|title=Taco Bell Nederland|publisher=Taco Bell|language=nl|access-date=April 4, 2017|url-status=live|archive-url=https://web.archive.org/web/20170405170148/http://tacobell.nl/|archive-date=April 5, 2017}}</ref><ref>{{cite web|url=http://nos.nl/artikel/2166446-opnieuw-zet-amerikaanse-foodketen-voet-op-nederlandse-bodem.html/|title=Opnieuw zet Amerikaanse foodketen voet op Nederlandse bodem|publisher=Taco Bell|language=nl|archive-url=https://web.archive.org/web/20170404073255/http://nos.nl/artikel/2166446-opnieuw-zet-amerikaanse-foodketen-voet-op-nederlandse-bodem.html|archive-date=April 4, 2017|url-status=dead|access-date=April 4, 2017}}</ref> On October 12, Taco Bell opened another restaurant in [[Tilburg]]. A third restaurant has opened in [[Breda]].<ref>{{cite web|url=http://tacobell.nl/#findus|title=Taco Bell Netherlands – Live Mas|website=tacobell.nl|language=en-US|access-date=February 13, 2018|url-status=live|archive-url=https://web.archive.org/web/20180214014442/http://tacobell.nl/#findus|archive-date=February 14, 2018}}</ref>

The 10th Taco Bell restaurant in the Netherlands opened in [[Leidsche Rijn]], [[Utrecht]] on January 11, 2024. This Taco Bell is also the first Taco Bell restaurant worldwide to use batteries to store energy in case the demanded energy is higher than the power grid is able to handle.<ref>{{cite news|url=https://www.npex.nl/wp-content/uploads/2024/01/Persbericht-Taco-Bell-Utrecht-11-1-2024.pdf|title=Persbericht Taco Bell Utrecht 11-1-2024|language=nl|website=Taco Bell (via npex.nl)}}</ref>

In July 2025, Taco Bell was declared bankrupt in the Netherlands for the second time in seven years, which resulted in the immediate closure of all 10 of its restaurants in the Netherlands.<ref>{{Cite web|url= https://nltimes.nl/2025/07/24/taco-bell-declared-bankrupt-netherlands|title=Taco Bell declared bankrupt in the Netherlands|date=July 24, 2025|access-date=August 3, 2025|website=NL Times|language=en}}</ref>

==== Portugal ====
The first Taco Bell store was opened in 2019, with 11 restaurants spread across the country in 2021.<ref>{{Cite web |title=Taco Bell abre mais 3 restaurantes em Portugal — e cria 100 postos de trabalho |url=https://newinoeiras.nit.pt/comida/taco-bell-abre-mais-3-restaurantes-em-portugal-e-cria-100-postos-de-trabalho/ |access-date=March 9, 2022 |website=New in Oeiras |date=October 24, 2021 |language=pt-PT}}</ref>

====Romania====
The first Taco Bell store opened in [[Romania]]'s capital, [[Bucharest]], on October 12, 2017, and by the end of 2024, it had expanded to 16 locations nationwide.<ref>{{cite web|url=https://www.romania-insider.com/taco-bell-first-restaurant-romania-october/|title=Taco Bell opens first restaurant in Romania on October 12|last=Marica|first=Irina|date=October 2, 2017|publisher=Romania Insider|access-date=November 2, 2017|url-status=live|archive-url=https://web.archive.org/web/20171030201616/https://www.romania-insider.com/taco-bell-first-restaurant-romania-october/|archive-date=October 30, 2017}}</ref>

==== Serbia ====
Taco Bell opened its first store in [[Serbia]], in the capital city of [[Belgrade]], on November 20, 2025, at the [[Ušće Shopping Center]]. Serbia is the second country of the former [[Yugoslavia]] in which Taco Bell is present.<ref>{{Cite web |last=Jovan |date=2024-11-05 |title=Taco Bell Prepares Entry into Serbian Market |url=https://connectingregion.com/news/taco-bell-prepares-entry-into-serbian-market/ |access-date=2025-11-18 |website=The Region |language=en-US}}</ref>

====Spain====
Spain is the most important market for Taco Bell in [[Europe]]. The outlets are in various towns on the mainland, on [[Mallorca]] and on the [[Canary Islands]].<ref>{{Cite web |title=Taco Bell in Spain |url=https://www.google.com/maps/search/taco+bell/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref> There are 119 Taco Bell branches by early 2024, more than twice than in 2017 when Taco Bell had 32 branches in Spain.<ref name="tacobell.es">{{cite web|url=http://www.tacobell.es/restaurantes/|title=Nuestros Restaurantes|work=tacobell.es|url-status=live|archive-url=https://web.archive.org/web/20170429071752/http://www.tacobell.es/restaurantes/|archive-date=April 29, 2017}}</ref> The first Taco Bell in Spain was opened at [[Naval Station Rota]] in 2004 and is available only to those authorized to access the naval base.<ref>{{cite web|url=http://www.stripes.com/article.asp?section=104&article=21387|title=Taco Bell, KFC Express set to open at Rota|last=Schonauer|first=Scott|date=April 3, 2004|work=Stars and Stripes|access-date=February 9, 2010|url-status=live|archive-url=https://web.archive.org/web/20100109032111/http://www.stripes.com/article.asp?section=104&article=21387|archive-date=January 9, 2010}}</ref> The first Taco Bell for the public was opened in the Islazul Shopping Mall, [[Madrid]], in December 2008.<ref>{{cite web|url=http://franquiciashoy.es/noticias/19930/18/12/2008.html|title=Taco Bell se estrena en España en el madrileño Islazul|date=December 18, 2008|publisher=Franquiciashoy.es|language=es|archive-url=https://web.archive.org/web/20110720140819/http://www.franquiciashoy.es/noticias/19930/18/12/2008.html|archive-date=July 20, 2011|access-date=February 9, 2010}}</ref>  Yum! Brands announced that it would open additional restaurants in Spain in early 2009 as part of a test trial for the European market.<ref name="online.wsj.com" /><ref name="propertyweek.com" /> The second location of Taco Bell in Spain was opened at the La Vaguada Shopping Mall, Madrid in March 2010.

====United Kingdom====
The United Kingdom was the first European country with a Taco Bell. In 1986, a location was opened in London on [[Coventry Street]] (between [[Leicester Square]] and [[Piccadilly Circus]]) followed by a second location in [[Earl's Court]] near the [[Earl's Court tube station]]. One other store opened in [[Uxbridge]] but all closed in the mid-1990s.<ref>{{cite book|title=Eating out in Europe: picnics, gourmet dining, and snacks since the late eighteenth century|last1=Jacobs|first1=Marc|last2=Scholliers|first2=Peter|publisher=[[Berg Publishers]]|year=2003|isbn=1-85973-658-0|pages=[https://archive.org/details/eatingoutineurop0000unse/page/306 306–307]|url=https://archive.org/details/eatingoutineurop0000unse/page/306}}</ref> In 1994, the university food provider [[Compass Group|Compass]] announced plans for outlets on its [[university]] and [[college]] sites. However, only one store was opened at [[Birmingham University]], which is now closed.<ref name="autogenerated1">{{cite web|url=http://www.caterersearch.com/Articles/2001/07/26/26065/yankee-retreat.html|title=Yankee retreat|date=July 26, 2001|publisher=CatererSearch|access-date=February 9, 2010|url-status=dead|archive-url=https://web.archive.org/web/20090616091832/http://www.caterersearch.com/Articles/2001/07/26/26065/yankee-retreat.html|archive-date=June 16, 2009}}</ref><ref>{{cite web|url=http://www.caterersearch.com/Articles/1994/09/29/7345/compass-pilots-taco-bell-unit.html|title=Compass pilots Taco Bell unit|date=September 29, 1994|publisher=CatererSearch|access-date=February 9, 2010|archive-url=https://archive.today/20120730055557/http://www.caterersearch.com/Articles/29/09/1994/7345/Compass-pilots-Taco-Bell-unit.htm|archive-date=July 30, 2012}}</ref>

After the Birmingham University branch closed, there were only two Taco Bell branches in the UK, at the [[Strategic Air Command]] and [[United States Air Force]] bases at [[RAF Mildenhall]] and [[RAF Lakenheath]].  Access is restricted to relevant service personnel.<ref name="USbases">{{cite web|url=http://blogs.warwick.ac.uk/jjameson/entry/has_anyone_ever/|title=Has anyone ever seen a Taco Bell in England?? – Pale Cast of Thought (blog)|date=June 8, 2004|archive-url=https://archive.today/20121223180622/http://blogs.warwick.ac.uk/jjameson/entry/has_anyone_ever/|archive-date=December 23, 2012|url-status=dead|access-date=June 18, 2010}}</ref>

In the late 2000s, Yum! Brands announced that it was reopening Taco Bell locations in the United Kingdom as part of a large, planned expansion into Europe. Yum! took advantage of the recent [[great recession]] which led to increasing sales at other fast food outlets; it also said that there was now a greater awareness of Mexican food in the UK and that it can be successful with improved menu offerings and marketing.<ref name="online.wsj.com">{{cite news|url=https://www.wsj.com/articles/SB122705632904339487?mod=googlenews_wsj|title=Yum Brands Bets on Taco Bell To Win Over Customers Overseas|last=Adamy|first=Janet|date=November 19, 2008|work=The Wall Street Journal|access-date=February 9, 2010|url-status=live|archive-url=https://web.archive.org/web/20180215083637/https://www.wsj.com/articles/SB122705632904339487?mod=googlenews_wsj|archive-date=February 15, 2018}}</ref><ref name="propertyweek.com">{{cite web|url=http://www.propertyweek.com/story.asp?sectioncode=297&storycode=3128636&c=1|title=KFC and Taco Bell gain appetite for UK|last=Chesters|first=Laura|work=Property Week|access-date=February 9, 2010}}</ref> The first new store opened at the [[Lakeside Shopping Centre]] in Essex on June 28, 2010.<ref>{{cite web|url=http://www.thurrockgazette.co.uk/news/8189126.Food_chain_to_premiere_at_Lakeside/|title=Food chain to premiere at Lakeside|date=May 27, 2010|work=Thurrock Gazette|access-date=May 28, 2010|url-status=live|archive-url=https://web.archive.org/web/20110718220151/http://www.thurrockgazette.co.uk/news/8189126.Food_chain_to_premiere_at_Lakeside/|archive-date=July 18, 2011}}</ref> Another store opened in [[Basildon]], Essex, on November 29, 2010, and a third in the [[Manchester Arndale]] Food Court on November 7, 2011.

On March 1, 2013, it was announced that trace amounts of [[horse meat]] from a European supplier [[2013 horse meat scandal|had been found in various food products]], including Taco Bell's beef in the UK.<ref>{{cite news|url=https://www.bbc.co.uk/news/uk-21631961|title=Horsemeat scandal: Four new products test positive|date=March 1, 2013|access-date=March 3, 2013|work=BBC News|url-status=live|archive-url=https://web.archive.org/web/20130302170956/http://www.bbc.co.uk/news/uk-21631961|archive-date=March 2, 2013}}</ref> By August 2017, there were 17 Taco Bell branches in the United Kingdom, all of which were in England and outside of London.<ref>{{cite web |url=http://www.tacobelluk.co.uk/faqs/ |title=Live Mas |access-date=September 1, 2024 |url-status=dead |archive-url=https://web.archive.org/web/20170818203556/http://www.tacobelluk.co.uk/faqs/ |archive-date=August 18, 2017 }}</ref> The first Scottish branch was opened in Glasgow in December 2017.<ref>{{cite web|url=https://stv.tv/news/west-central/1402131-taco-bell-to-open-first-scottish-restaurant-next-month/|title=Taco Bell to open first Scottish restaurant next month|website=STV News|access-date=April 27, 2018|url-status=live|archive-url=https://web.archive.org/web/20171114141831/https://stv.tv/news/west-central/1402131-taco-bell-to-open-first-scottish-restaurant-next-month/|archive-date=November 14, 2017}}</ref> As of June 2019 there are 39 branches in Scotland and England, including three in London.<ref>{{cite web |url=https://www.tacobelluk.co.uk/find-us |title=Taco Bell {{!}} Find Us |publisher=Taco Bell UK |access-date=June 30, 2019 |archive-url=https://web.archive.org/web/20190422221300/https://www.tacobelluk.co.uk/find-us |archive-date=April 22, 2019 |url-status=dead }}</ref> Beginning in October 2019, Taco Bell locations in the UK began serving Doritos Locos Tacos.<ref>{{cite web|url=https://www.bbc.com/worklife/article/20191016-the-appeal-of-extreme-fast-food-snack-food-fusion|title=The bizarre rise of fast food fused with snack foods|author=Lufkin, Bryan|date=October 17, 2019|website=BBC|access-date=October 21, 2019}}</ref>

On March 2, 2020, the first [[Wales|Welsh]] Taco Bell branch was opened in [[Cardiff]].<ref>{{Cite web|last=Lewis|first=Anna|date=March 3, 2020|title=We review Taco Bell's first restaurant in Wales|url=https://www.walesonline.co.uk/whats-on/food-drink-news/review-taco-bells-first-restaurant-17851231|access-date=February 27, 2021|website=WalesOnline|language=en}}</ref>

More recently, in November 2021, Taco Bell opened its 77th UK store, and a return to the British Midlands with a store in [[The Royal Town of Sutton Coldfield]], [[Birmingham]].

In August 2022 a Taco Bell was opened in [[Torquay]], Devon, the second in the county after [[Plymouth]]. As of 2024 there are now more than 130 locations in the UK.<ref>{{cite news|title=Taco Bell is a welcome addition to Torquay's food scene|url=https://www.devonlive.com/whats-on/reviews/taco-bell-welcome-addition-torquays-7487174|website=Devon Live|first=Caroline|last=Abbott|date=August 19, 2022}}</ref>

=== Middle East ===
A Taco Bell opened in the [[United Arab Emirates]] in November 2008 in [[Dubai]] at the [[Dubai Mall]].<ref>{{cite news|url=https://www.wsj.com/articles/SB122705632904339487|title=Yum Brands Bets on Taco Bell To Win Over Customers Overseas|last=Adamy|first=Janet|date=November 19, 2008|work=The Wall Street Journal|access-date=February 9, 2010|url-status=live|archive-url=https://web.archive.org/web/20150404203334/http://www.wsj.com/articles/SB122705632904339487|archive-date=April 4, 2015}}</ref> A fourth UAE location was also planned for [[Bawadi Mall, Al-Ain|Bawadi Mall]] in the city of [[Al Ain]]. The locations at Dubai Mall, Deira City Centre, and Mirdif City Centre have all closed and Taco Bell has completely pulled out of the Emirati market.<ref>{{Cite web |title=Search for Taco Bell in the UAE |url=https://www.google.com/maps/search/taco+bell+uae/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref> Taco Bell is still open in [[Kuwait]] and has not been pulled out ever since from the Kuwaiti market, as the chain is franchised in this region by [[Kout Food Group]].<ref>{{Cite web|title=Taco Bell Restaurant|url=https://www.rinnoo.net/en-kw/chain/221/taco-bell|access-date=April 5, 2021|website=Rinnoo.net Website|language=en}}</ref><ref>{{Cite web |title=Taco Bell in Kuwait |url=https://www.google.com/maps/search/taco+bell+kuwait/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref><ref>{{Cite web |last=Russell |first=James |date=August 5, 2013 |title=Little Chef joins Kuwait's Kout Food Group for £15m |url=https://www.hospitalityandcateringnews.com/2013/08/little-chef-joins-kuwaits-kout-food-group-for-15m/ |access-date=November 15, 2024 |website=Hospitality & Catering News |language=en-GB}}</ref>

=== North America ===
[[File:TacoBellRichmondHill.jpg|thumb|Taco Bell in Canada]]

====Canada====
Taco Bell has been present in [[Canada]] since 1979, with the first store opening in [[Windsor, Ontario]].<ref>{{Cite news |date=September 25, 1979 |title=the first canadian taco bell |url=https://www.newspapers.com/article/the-windsor-star-the-first-canadian-taco/163264687/ |access-date=February 7, 2025 |work=The Windsor Star |pages=67}}</ref> There are currently Taco Bell locations in 7 of the 10 Canadian provinces: [[British Columbia]], [[Alberta]], [[Saskatchewan]], [[Manitoba]], [[Ontario]], [[New Brunswick]] and [[Nova Scotia]].<ref>{{cite web|url=http://www.tacobell.ca/#Store-Locator|title=Store Locator|publisher=Taco Bell|access-date=April 20, 2015|url-status=live|archive-url=https://web.archive.org/web/20150418132754/http://www.tacobell.ca/#Store-Locator|archive-date=April 18, 2015}}</ref> Taco Bell had operated in the province of [[Quebec]] for close to 15 years, however announced its withdrawal on January 6, 2022.<ref>{{cite news |title=Au revoir, Taco Bell: chain is closing all Quebec locations |url=https://www.ctvnews.ca/montreal/article/au-revoir-taco-bell-chain-is-closing-all-quebec-locations/ |access-date=January 7, 2022 |work=Montreal CTV News |date=January 7, 2022}}</ref> For some time it was possible to order draft beer with one's order. Taco Bell offers free soda refills in its stores.

On March 31, 2011, [[Priszm]], who was the largest franchisee for Taco Bell locations in Canada, went into bankruptcy protection in Ontario and British Columbia.<ref>{{cite web|first=Sacha |last=Peter |title=Priszm Income Fund Declares Bankruptcy |url=http://divestor.com/2011/04/01/priszm-income-fund-declares-bankruptcy/ |archive-url=https://archive.today/20120707101810/http://divestor.com/2011/04/01/priszm-income-fund-declares-bankruptcy/ |url-status=dead |archive-date=July 7, 2012 |date=April 1, 2011 |publisher=Divestor }}</ref> On May 6, 2011, Priszm Income Fund was delisted from the [[Toronto Stock Exchange]] for failure to meet the continued listing requirements.<ref>{{Cite press release|agency=CNW |title=TSX Delisting Review – Priszm Income Fund (QSR.UN and QSR.DB) |url=http://www.newswire.ca/en/story/775507/tsx-delisting-review-priszm-income-fund-qsr-un-and-qsr-db |publisher=TMX Group |date=April 6, 2011 |url-status=dead |archive-url=https://web.archive.org/web/20150617061309/http://www.newswire.ca/en/story/775507/tsx-delisting-review-priszm-income-fund-qsr-un-and-qsr-db |archive-date=June 17, 2015 }}</ref>  Since then, some Taco Bell restaurants have been closed down including those in Guelph, Hamilton, and Cambridge, Ontario, among others.

=== Oceania ===

====Australia====
Taco Bell first opened in [[Australia]] in September 1981, but Taco Bell was ordered to change its name after the owner of a local restaurant successfully sued Taco Bell for misleading conduct.<ref>{{cite AustLII|FCA|219|1981|litigants=Re Taco Bell Pty Limited v Taco Company of Australia Inc |parallelcite=(1981) 60 [[Federal Law Reports|FLR]] 60 |date=December 22, 1981 |courtname=auto}}</ref> The local restaurant was called "Taco Bell's Casa" and had been operating in Australia since the 1970s. The owner successfully argued that Sydneysiders would confuse the takeaway chain with his restaurant, and this would damage his reputation. Taco Bell later opened in 1997 in Australia with a store in the cinema district on [[George Street, Sydney]] and a year later in 1998 within a few [[KFC]] stores in the state of New South Wales, but by 2005, the Taco Bell brand was pulled out of the country.<ref>{{cite web|url=http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=11160720|title=Taco Bell back on menu for NZ|first=Christopher|last=Adams|work=The New Zealand Herald|date=November 21, 2013|access-date=June 2, 2015}}</ref>

On September 13, 2017, [[Collins Foods]] announced that Taco Bell would return to the Australian market, with their first store being situated in the [[Brisbane]] suburb of [[Annerley]] in [[Queensland]] using a refurbished [[Sizzler]] restaurant which had closed earlier that year.<ref>{{cite web|url=https://docs.wixstatic.com/ugd/a5a6fb_536db53e80d844f3b22b75c5966d581c.pdf|title=The Taco's Out of the Bag|date=September 13, 2017|access-date=September 22, 2017|url-status=live|archive-url=https://web.archive.org/web/20170923001951/https://docs.wixstatic.com/ugd/a5a6fb_536db53e80d844f3b22b75c5966d581c.pdf|archive-date=September 23, 2017}}</ref> The Annerley store opened on November 4, 2017.<ref>{{Cite news|url=https://www.brisbanetimes.com.au/national/queensland/superfan-flies-from-sydney-for-opening-of-country-s-first-taco-bell-in-brisbane-20171104-p4ywt2.html|title=Superfan flies from Sydney for opening of Australia's first Taco Bell in Brisbane|last=Crockford|first=Toby|date=November 4, 2017|work=[[Brisbane Times]]|access-date=November 5, 2017|archive-url=https://web.archive.org/web/20171105080216/https://www.brisbanetimes.com.au/national/queensland/superfan-flies-from-sydney-for-opening-of-country-s-first-taco-bell-in-brisbane-20171104-p4ywt2.html|archive-date=November 5, 2017|url-status=live}}</ref> In 2018, Collins Foods signed a development deal with Yum! Brands to open over 50 Taco Bell restaurants across Australia between January 2019 and December 2021.<ref>{{cite news|url=https://www.afr.com/business/retail/collins-foods-to-open-50-taco-bell-restaurants-in-australia-20181003-h167ed|title=Collins Foods to open 50 Taco Bell restaurants in Australia|work=[[The Australian Financial Review]]|last=Mitchell|first=Sue|date=October 4, 2018|access-date=October 4, 2018}}</ref> A legal dispute with [[Victoria (Australia)|Victoria]]-based restaurant chain [[Taco Bill]] was resolved in February 2020.<ref>[https://insideretail.com.au/news/cease-fire-taco-bell-and-taco-bill-reach-settlement-202002 Cease-fire; Taco Bell and Taco Bill reach settlement], Nick Hall, Inside Retail, February 14, 2020</ref>

As of February 2024, there are 39 Taco Bell restaurants across Australia; 12 in [[New South Wales]], 13 in [[Queensland]], nine in [[Victoria (Australia)|Victoria]], and four in [[Western Australia]].<ref>{{cite web | url=https://tacobell.com.au/order-now-locations/ | title=Find Your Taco Bell }}</ref> There are also plans to open restaurants in other locations, such as [[Canberra]],<ref>{{cite web | url=https://www.smartcompany.com.au/industries/hospitality/taco-bell-australia-stores/ | title=Taco Bell to hit 100-plus stores in Australia thanks to two new partners | date=July 11, 2019 }}</ref><ref>{{cite web | url=https://franchisebusiness.com.au/taco-bell-announces-nsw-and-act-expansion/ | title=Taco Bell announces NSW and ACT expansion | date=December 10, 2018 }}</ref> the [[Central Coast (New South Wales)|Central Coast]],<ref>{{cite web | url=https://www.star1045.com.au/home/taco-bell-central-coast/ | title=Get Ready 'Cause Taco Bell Could be Gracing Us with Their Presence on the Central Coast | date=October 14, 2021 }}{{Dead link|date=July 2025 |bot=InternetArchiveBot |fix-attempted=yes }}</ref><ref>{{cite web | url=https://omny.fm/shows/the-nsw-briefing/the-central-coast-is-getting-a-taco-bell | title=The Central Coast is getting a Taco Bell - the New South Wales Briefing }}</ref> [[Port Macquarie]]<ref>{{cite web | url=https://www.gloucesteradvocate.com.au/story/7419319/taco-bell-confirms-port-macquarie-as-site-for-new-restaurant/ | title=Taco Bell confirms Port Macquarie as site for new restaurant | date=September 10, 2021 }}</ref><ref>{{cite web | url=https://acapmag.com.au/2022/02/rain-slows-work-on-hastings-river-drive-service-station-development/ | title=Rain slows work on Hastings River Drive service station development }}</ref> and [[Toowoomba]].<ref>{{cite web | url=https://www.consolidatedpropertiesgroup.com.au/wilsonton-shopping-centre-to-welcome-7-eleven-taco-bell/ | title=Wilsonton Shopping Centre to welcome 7 Eleven & Taco Bell – Consolidated Properties Group }}</ref> While the chain has grown nationwide, both of its two outlets in [[North Queensland]] closed in November 2022, which were previously locations in [[Cairns]]<ref>{{Cite web|url=https://www.cairnspost.com.au/news/cairns/taco-bell-in-dfo-shopping-centre-closes-down/news-story/88f6634ed3beb8a4542dfeb34c556f3a|title=Taco Bell in DFO Shopping Centre closes down|date=May 20, 2023}}</ref> and [[Townsville]].<ref>{{cite web | url=https://www.townsvillebulletin.com.au/subscribe/news/1/?sourceCode=TBWEB_WRE170_a_GGL&dest=https%3A%2F%2Fwww.townsvillebulletin.com.au%2Fnews%2Ftownsville%2Ftaco-bell-townsville-shuts-after-shortlived-stint%2Fnews-story%2F800233ba4c945da95d66828843cea062&memtype=anonymous&mode=premium&nk=7d506b77a84ee77fe4987d1fe4cd4f4a-1686116849 | title=Subscribe to the Townsville Bulletin }}</ref> In April 2025, Taco Bell owner Collins Foods announced to exit the Australian operations.<ref>{{Cite web |last=Condie |first=Stuart |title=Taco Bell's Australian Operator Plans to Exit the Business |url=https://www.wsj.com/business/taco-bells-australian-operator-plans-to-exit-the-business-6beb3cc6 |access-date=2025-04-15 |website=WSJ |language=en-US}}</ref>

====New Zealand====
Taco Bell officially opened its first [[New Zealand]] location on November 12, 2019, in the suburb of [[New Lynn]], [[Auckland]].<ref>{{cite news |title=Taco Bell NZ menu and prices revealed |url=https://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=12284416 |access-date=November 15, 2019 |work=[[The New Zealand Herald]] |date=November 12, 2019}}</ref>

As of January 2023, there are 14 Taco Bell restaurants across New Zealand; 10 on the [[North Island]] and four on the [[South Island]].<ref>{{cite web | url=https://www.tacobell.co.nz/en/store-locator.html | title=Find Your Local Taco Bell Store {{!}} Satisfy That Taco Craving }}</ref> By city, there are seven in [[Auckland]], three in [[Christchurch]] and one each in [[Dunedin]], [[Rotorua]], [[Taupiri]] and [[Wellington]]. There are two outlets at airports in New Zealand, one at [[Auckland Airport]] and the other at [[Christchurch Airport]].

==== Territories of the United States ====
Taco Bell operates several stores in [[Guam]].<ref>{{cite web |title=Brands - Taco Bell |url=https://www.gpoguam.com/taco-bell/}}</ref>

Taco Bell operates one restaurant in the [[Northern Mariana Islands]], located on the island of [[Saipan]].<ref>{{cite web | url=https://www.saipantribune.com/index.php/tag/taco-bell/ | title=Taco Bell Archives | access-date=November 13, 2022 | archive-date=November 13, 2022 | archive-url=https://web.archive.org/web/20221113055304/https://www.saipantribune.com/index.php/tag/taco-bell/ | url-status=dead }}</ref>

In 2005 Taco Bell started the permitting process to set up a restaurant in [[American Samoa]] in [[Pago Pago]].<ref>{{cite web |date=February 8, 2005 |title=Fast food outlet Taco Bell to be set up in American Samoa |url=https://www.rnz.co.nz/international/pacific-news/153149/fast-food-outlet-taco-bell-to-be-set-up-in-american-samoa |website=[[Radio New Zealand]]}}</ref>

Taco Bell also operates stores in [[Puerto Rico]].

=== South America ===
There are outlets in Brazil in the [[São Paulo]] area, [[Campinas]], [[Rio de Janeiro]] and [[Brasília]].<ref>{{cite web|url=http://www.yum.com/company/|title=Company – Yum! Brands|website=www.yum.com|language=en-US|access-date=February 13, 2018|url-status=live|archive-url=https://web.archive.org/web/20171018095817/http://www.yum.com/company/|archive-date=October 18, 2017}}</ref><ref>{{cite web|url=http://tacobellbrasil.com.br/#enderecos|title=Taco Bell Brasil – Live Mas|website=tacobellbrasil.com.br|language=en-US|access-date=February 13, 2018|url-status=live|archive-url=https://web.archive.org/web/20180213195553/http://tacobellbrasil.com.br/#enderecos|archive-date=February 13, 2018}}</ref><ref>Using the "Search in this region" feature for various regions in Brazil via {{Cite web |title=Taco Bell in Brazil |url=https://www.google.com/maps/search/taco+bell/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref>

Taco Bell has stores in Chile, which many of them are operated in conjunction (and in the same facilities) with Pizza Hut.<ref>{{Cite web |title=Taco Bell in Chile |url=https://www.google.com/maps/search/taco+bell+chile/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref> All Taco Bell stores are in shopping malls located mainly in [[Santiago]].{{citation needed|date=September 2023}}

Peru has branches in [[Lima]].<ref>{{Cite web |title=Taco Bell in Peru |url=https://www.google.com/maps/search/taco+bell+in+the+country+peru/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref>

There were four outlets in the [[Bogotá]] area in [[Colombia]], but these closed in late 2018.<ref>{{cite web|url=http://tacobellcolombia.com/sitio/#findus|title=Taco Bell Colombia – Live Mas|website=tacobellcolombia.com|language=en-US|access-date=February 13, 2018|url-status=dead|archive-url=https://web.archive.org/web/20180214014434/http://tacobellcolombia.com/sitio/#findus|archive-date=February 14, 2018}}</ref>

Taco Bell operated in [[Ecuador]] between 1993 and 2009, it returned to operate on October 7, 2025, in [[Quito]].<ref>{{Cite web |date=2025-10-06 |title=Con la apertura de Taco Bell, un grupo cuencano ya suma un portafolio de 13 restaurantes y 4 hoteles |url=https://www.primicias.ec/economia/empresas/taco-bell-apertura-grupo-cuencano-comida-rapida-106751/ |access-date=2025-10-12 |website=Primicias}}</ref><ref>{{Cite web |date=2025-07-04 |title=Taco Bell confirma su regreso a Ecuador después de 16 años |url=https://www.primicias.ec/economia/empresas/taco-bell-vuelve-ecuador-centro-comercial-99995/ |access-date=2025-07-05 |website=Primicias}}</ref>

=== Other countries ===
Taco Bell is present in the [[Dominican Republic]],<ref>{{Cite web |title=Taco Bell in the Dominican Republic|url=https://www.google.com/maps/search/taco+bell+dominican+republic/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref> [[Aruba]],<ref>{{Cite web |title=Taco Bell on Aruba |url=https://www.google.com/maps/search/taco+bell+aruba/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref> [[Costa Rica]],<ref>{{Cite web |title=Taco Bell in Costa Rica |url=https://www.google.com/maps/search/taco+bell+costa+rica/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref> [[Panama]]<ref>{{Cite web |title=Taco Bell in Panama |url=https://www.google.com/maps/search/taco+bell+panama/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref> and [[Portugal]].<ref>{{Cite web |title=Taco Bell in Portugal |url=https://www.google.com/maps/search/taco+bell+portugal/ |access-date=September 24, 2023 |website=Google Maps |language=en}}</ref>

=== Former operations ===

====Iceland====
Taco Bell in [[Iceland]] was operated as a part of the KFC establishment in [[Hafnarfjörður]], suburb of [[Reykjavík]]. It was established in late 2006, after the departure of the U.S. Navy from [[Naval Air Station Keflavik]]. A second location opened in the Ártúnshöfði part of Reykjavík in November 2008.<ref>{{cite web|url=http://www.tacobell.is/?c=frettir&id=13&lid=&pid=|title=2nd location in Iceland|author=Nafn|publisher=Tacobell.is|access-date=February 9, 2010|url-status=dead|archive-url=https://web.archive.org/web/20090125124651/http://tacobell.is/?c=frettir&id=13&lid=&pid=|archive-date=January 25, 2009}}</ref> Taco Bell closed its Hafnarfjörður location in late 2023.

====Mexico====
Taco Bell has attempted to enter the Mexican market twice. After a highly publicised launch in Mexico City in 1992, all the restaurants were closed two years later. In September 2007, Taco Bell returned to [[Monterrey]], projecting an American image with an Americanized menu that included french fries, but it closed in January 2010 due to low patronage.<ref>{{cite news|url=https://query.nytimes.com/gst/fullpage.html?res=9e0ce1dc123ff936a35755c0a964958260|title=Company News; Pepsico Opens A Taco Bell In Mexico City|date=June 5, 1992|work=The New York Times|access-date=August 16, 2011|url-status=live|archive-url=https://web.archive.org/web/20071218020334/http://query.nytimes.com/gst/fullpage.html?res=9e0ce1dc123ff936a35755c0a964958260|archive-date=December 18, 2007}}</ref><ref>{{cite web|url=https://www.nbcnews.com/id/wbna21209104|title=Taco Bell makes a run across the border – Food Inc.|date=October 9, 2007|publisher=NBC News|access-date=February 9, 2010}}</ref><ref>{{cite web|url=http://noticias.prodigy.msn.com/analisis/articulo-contenido.aspx?cp-documentid=23188113|title=Quiebra Taco Bell en México|publisher=MSN|language=es|archive-url=https://web.archive.org/web/20111001030934/http://noticias.prodigy.msn.com/analisis/articulo-contenido.aspx?cp-documentid=23188113|archive-date=October 1, 2011|access-date=August 16, 2011}}</ref>

====Poland====
The first Polish Taco Bell store was opened in 1993. Following an aggressive campaign of expansion, Taco Bell's efforts soon withered, and the chain withdrew from Poland shortly thereafter.<ref>{{Cite web |date=February 17, 2022 |title=Taco Bell w Polsce. Czy powrót słynnej sieci miałby sens? |url=https://www.portalspozywczy.pl/slodycze-przekaski/wiadomosci/taco-bell-w-polsce-czy-powrot-slynnej-sieci-mialby-sens,208019.html |access-date=September 24, 2023 |website=www.portalspozywczy.pl |language=pl}}</ref>

====Russia====
In the early 1990s, PepsiCo opened several Taco Bell locations inside the [[Moscow Metro]] on, for example, [[Park Kultury (Koltsevaya line)|Park Kultury]] and [[Komsomolskaya (Koltsevaya line)|Komsomolskaya]] stations.<ref>{{Cite web |last=Johnson |first=Greg |date=June 11, 1993 |title=Russia Gets First Taste of Taco Bell in Trial Run : Fast food: Burritos, hot dogs, sausages and Pepsi are sold from pushcart at Moscow subway stop. Pepsico hopes to expand locations but won't open a store. |url=https://www.latimes.com/archives/la-xpm-1993-06-11-fi-2187-story.html |access-date=September 24, 2023 |website=Los Angeles Times |language=en-US}}</ref> This experiment lasted only a few years.<ref>{{Cite web |date=January 22, 2023 |title=How McDonald's won big in Russia and then lost it all |url=https://www.afr.com/world/europe/how-mcdonald-s-won-big-in-russia-and-then-lost-it-all-20230116-p5ccuz |access-date=September 24, 2023 |website=Australian Financial Review |language=en}}</ref> These locations live on under different ownership and a different name.

===Military bases===
The [[AAFES]] provides Taco Bell for military bases in [[Bahrain]],<ref>{{Cite web |title=NSA Bahrain Directory - Taco Bell |url=https://www.basedirectory.com/nsa-bahrain-directory/taco-bell#:~:text=Taco%20Bell%20is%20located%20in%20the%20Freedom%20Souq%20food%20court |access-date=November 24, 2023 |website=www.basedirectory.com}}</ref><ref>{{Cite web |title=Taco Bell |url=https://www.navymwrbahrain.com/programs/6fb2ea76-d643-45ce-abe2-865e2d3f5b2a |access-date=November 24, 2023 |website=www.navymwrbahrain.com}}</ref> [[El Salvador]],<ref>{{cite web |title=Taco Bell El Salvador {{!}} No solo de pan vive el hombre |url=http://tacobell.com.sv/ |url-status=dead |archive-url=https://web.archive.org/web/20121008101049/http://tacobell.com.sv/ |archive-date=October 8, 2012 |access-date=October 18, 2012 |publisher=Tacobell.com.sv}}</ref> [[Germany]],<ref>{{Cite web |title=Taco Bell · In dem Wat 1, 66877 Ramstein-Miesenbach, Germany |url=https://www.google.de/maps/place/Taco+Bell/@49.4459234,7.5848546,17z/data=!3m1!4b1!4m6!3m5!1s0x47960ad441f730cf:0x481114308cb60e80!8m2!3d49.4459199!4d7.5874295!16s/g/12hnbwvl8?entry=ttu |access-date=November 24, 2023 |website=Google Maps |language=en}}</ref> [[Guatemala]],<ref>{{cite web |title=Restaurantes |url=http://tacobell.com.gt/restaurantes/ |url-status=dead |archive-url=https://web.archive.org/web/20121112000155/http://tacobell.com.gt/restaurantes/ |archive-date=November 12, 2012 |access-date=October 18, 2012 |publisher=Taco Bell Guatemala}}</ref> [[Iraq]]<ref>{{Cite web |title=You Can Get Taco Bell in Iraq |url=https://www.globest.com/sites/globest/2009/08/06/you-can-get-taco-bell-in-iraq/ |access-date=November 24, 2023 |website=GlobeSt |language=en |archive-date=November 24, 2023 |archive-url=https://web.archive.org/web/20231124171152/https://www.globest.com/sites/globest/2009/08/06/you-can-get-taco-bell-in-iraq/ |url-status=dead }}</ref> [[Italy]],<ref>{{Cite web |title=Taco Bell Via Aldo Moro, 36100 Vicenza VI, Italy |url=https://www.google.de/maps/search/taco+bell+italy/@45.5465098,11.5832097,16.75z?entry=ttu |access-date=November 24, 2023 |website=Google Maps |language=en}}</ref> and [[Kosovo]].<ref>{{Cite web |date=October 11, 2023 |title=Taco Bell restaurant, Kosovo - Restaurant reviews |url=https://restaurantguru.com/Taco-Bell-Kosovo |archive-url=https://web.archive.org/web/20231124171152/https://restaurantguru.com/Taco-Bell-Kosovo |url-status=usurped |archive-date=November 24, 2023 |access-date=November 24, 2023 |website=Restaurant Guru |language=en}}</ref>

== Animal welfare ==
Taco Bell is subject to the [[animal welfare]] standards of its parent company, Yum! Brands.

In 2016, Taco Bell stopped sourcing eggs from egg-laying hens raised in [[battery cage]]s in their US restaurants.<ref>{{Cite web |title=Animal Welfare |url=https://www.yum.com/wps/portal/yumbrands/Yumbrands/impact/food/animal-welfare |access-date=April 11, 2025 |website=Yum Brands}}</ref>

In 2024, Taco Bell announced that it would publish benchmarks on moving away from [[gestation crate]]s in pork production by the end of 2024. However, no such benchmarks were published that year.<ref>{{Cite web |last=Mridul |first=Anay |date=2024-06-07 |title=These 13 Fast-Food Chains Still Use Caged Pigs for Pork |url=https://www.greenqueen.com.hk/gestation-cages-pigs-cage-free-kfc-dennys-taco-bell/ |access-date=2025-04-11 |website=Green Queen |language=en-US}}</ref>

== Clothing line ==
[[File:Taco Bell Forever 21 Hoodie.jpg|thumb|200px|Man wearing a white Taco Bell hooded sweatshirt, part of the 2017 Forever 21 Taco Bell collection]]
In 2017, [[Forever 21]] produced a clothing line in partnership with Taco Bell, featuring branded [[T-shirts]] and sweatshirts, as well as [[bodysuit]]s made to look like Border Sauce packets.<ref name="abc_forever21">{{cite web|last1=McCarthy|first1=Kelly|title=Taco Bell launches limited edition clothing line with Forever 21|url=https://abcnews.go.com/Lifestyle/taco-bell-launches-limited-edition-clothing-line-forever/story?id=50435158|website=[[ABC News (United States)|ABC News]]|access-date=March 22, 2018|date=October 12, 2017|url-status=live|archive-url=https://web.archive.org/web/20180322143157/https://abcnews.go.com/Lifestyle/taco-bell-launches-limited-edition-clothing-line-forever/story?id=50435158|archive-date=March 22, 2018}}</ref><ref name="huffpo_forever21">{{cite web|last1=Strutner|first1=Suzy|title=Taco Bell Just Released A Fashion Line, And It's Kind Of Amazing|url=https://www.huffingtonpost.com/entry/taco-bell-forever-21_us_59dd1942e4b0b26332e7383c|website=[[The Huffington Post]]|access-date=March 22, 2018|date=October 11, 2017|url-status=live|archive-url=https://web.archive.org/web/20180322020604/https://www.huffingtonpost.com/entry/taco-bell-forever-21_us_59dd1942e4b0b26332e7383c|archive-date=March 22, 2018}}</ref>

In November 2019, Taco Bell announced ''Taco Bell's Taco Shop'', an online store with Taco Bell branded merchandise including hoodies and tees, holiday ornaments, inflatable sauce packets, and wedding-related items.<ref>{{Cite web|last=Harding|first=Carolyn|date=December 20, 2019|title=Fast Food Brands Turn To Custom Merchandise To Engage Consumers|url=https://insights.digitalmediasolutions.com/articles/fast-food-brands-selling-merchandise|access-date=October 30, 2020|website=Digital Media Solutions|archive-date=October 30, 2020|archive-url=https://web.archive.org/web/20201030044845/https://insights.digitalmediasolutions.com/articles/fast-food-brands-selling-merchandise|url-status=dead}}</ref>

== See also ==
{{Portal|Los Angeles|Companies|Food}}
* [[Priszm]]
* [[Taco Bell chihuahua]]
* [[Enchirito]]
* [[Crunchwrap Supreme]]
{{Clear}}

== References ==
{{Reflist}}

== External links ==
{{Wikivoyage|Fast food in North America}}
{{Commons category}}
* {{Official website|https://www.tacobell.com/}}
* {{Official website|https://www.tacobell.co.uk/|Official UK website}}
* [https://www.youtube.com/watch?v=YR5YJ3qzIx4 1970s TV ad for Taco Bell]

{{Fast-food chains of the United States}}
{{Food chains in Japan}}
{{Food chains in the Philippines}}
{{Food chains in South Korea}}
{{Yum!}}
{{Authority control}}

[[Category:Taco Bell| ]]
[[Category:Yum! Brands]]
[[Category:American companies established in 1962]]
[[Category:Fast-food franchises]]
[[Category:Fast-food chains of the United States]]
[[Category:Fast-food Mexican restaurants]]
[[Category:Companies based in Irvine, California]]
[[Category:Multinational food companies]]
[[Category:1962 establishments in California]]
[[Category:Restaurants established in 1962]]
[[Category:Companies that have filed for bankruptcy in the Netherlands]]
[[Category:Restaurants in Orange County, California]]
[[Category:Restaurants in Greater Los Angeles]]
[[Category:1978 mergers and acquisitions]]
[[Category:Tex-Mex restaurants]]