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How Taco Bell Became 2020 s Top Franchise
Taco Bell endured years of falling sales without ever letting the struggle show, and the effort paid off: The master of hype finally scored #1 on our Franchise 500 list.
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This story appears in the
January 2021
issue of
On a hot August Saturday in 2019, less than a week into his new job as CEO of Taco Bell Corporation, Mark King started driving east from his office in Irvine, Calif. He was headed not for the border but for “The Bell” the brand’s four-day takeover of the V Palm Springs, a chic hotel about an hour away. All 70 rooms had sold out within minutes, booked by superfans dreaming of floating on pool rafts shaped like hot-sauce packets while sipping spiked Mountain Dew Baja Blast slushies in plush Taco Bell robes. ....

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