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- They are spending on brands they care about, and Taco Bell is a brand they care about.
他們在他們關心的品牌上消費，而 Taco Bell 是他們關心的品牌。
- Fast food restaurants have been struggling. Sales have slowed over the last year as people pull back on spending, but Taco Bell has kept customers coming.
速食餐廳一直在苦苦掙紮。隨著人們減少支出，過去一年銷售放緩，但 Taco Bell 讓顧客持續光顧。
Its recipe for success? - For us, it's how do we continue to really make the co love us?
它的成功秘訣？對我們來說，是如何繼續真正讓消費者愛我們？
- Taco Bell got some new items today, y'all!
Taco Bell 今天有一些新品，各位！
- Here's how Taco Bell's CEO says they're feeding the obsession.
以下是 Taco Bell 執行長說他們如何培養這種癡迷。
- So, fast food is so competitive. It is a cutthroat industry.
速食業競爭非常激烈。這是一個殘酷的行業。
How are you succeeding in fast food right now?
你現在是如何在速食業取得成功的？
- We have this thing called the magic formula, and I've talked about the magic formula a lot, but it consists of four components.
我們有個叫做魔法公式的東西，我經常談論這個魔法公式，它由四個部分組成。
Being a buzzy brand and culture. We wanna be a value brand.
成為一個有話題度的品牌和文化。我們想成為一個價值品牌。
You see that in our value platforms. We wanna be a great brand in digital.
你在我們的價值平臺上看到了。我們想成為數位領域的優秀品牌。
If you're not winning on this, you're not winning.
如果你不在這方面贏，你就不會贏。
And last, we wanna be innovative, and we have a history and DNA of innovation and we wanna continually bring new thing, exciting things to our consumers.
最後，我們想要創新，我們有創新的歷史和 DNA，我們想持續為消費者帶來新的、令人興奮的東西。
- Taco Bell brought back Crispy Chicken Nuggets, and I can't believe how good they are.
Taco Bell 帶回了香脆雞塊，我不敢相信它們有多好吃。
- So it might surprise people that you sold out on chicken nuggets.
所以人們可能會驚訝你賣光了雞塊。
Is Taco Bell a chicken restaurant now? - The funny thing about chicken nuggets, I think even internally, we had people into the kitchen, some influencers, some people within the industry, and I think people
Taco Bell 現在是一家雞肉餐廳嗎？關於雞塊的有趣之處是，我想即使在內部，我們讓人們進廚房，一些網紅，一些業內人士，我想人們
kind of scratched their head a little bit, but it didn't surprise us.
有點摸不著頭腦，但這並不讓我們驚訝。
We knew that we had an amazing product.
我們知道我們有一個很棒的產品。
We knew we could storytell around that product.
我們知道我們可以圍繞這個產品講故事。
We knew some of the content that we created, are we a taco place or a chicken place, really resonated with consumers.
我們知道我們創造的一些內容，我們是塔可店還是雞肉店，真的與消費者產生了共鳴。
- From your taco place. It's also a chicken place that's also a taco place.
來自你的塔可店。它也是一家雞肉店，同時也是一家塔可店。
- And so the result, while surprising to a lot of people wasn't surprising to us.
所以結果，雖然讓很多人驚訝，但對我們來說並不意外。
- This is the Taco Bell back of house.
這是 Taco Bell 的後廚。
- How have restaurants had to invest to accommodate more chicken?
餐廳需要如何投資以適應更多的雞肉？
- We do have holding cabinets, things that keep the chicken longer, but if you just look at the back of house and how we invest in stuff
我們確實有保溫櫃，可以讓雞肉保存更久的東西，但如果你只看後廚以及我們如何投資
like something that makes this more efficient, like preppy, which manages whole times.
像使這更有效率的東西，比如 preppy，它管理整體時間。
When you look at line printers, which is all about accuracy for us, when you look at voice AI, it's investing in the holistic total back of house, which, therefore, helps all of our proteins
當你看行列印表機，這對我們來說都是關於準確性的，當你看語音 AI，它是對整體後廚的投資，因此幫助我們所有的蛋白質
resonate with consumers. - What have you seen in trends or data that was like, "Ugh, we have to be in chicken now"?
與消費者產生共鳴。你在趨勢或數據中看到了什麼讓你覺得「啊，我們現在必須進入雞肉市場」？
- What happened to us is you start to get insights about how consumers are accessing more crispy chicken, how chicken is leading as a protein.
我們開始獲得關於消費者如何越來越多地選擇香脆雞肉、雞肉如何作為蛋白質領先的洞察。
So for us, it wasn't a new thing.
所以對我們來說，這不是新事物。
It's now, let's get in the kitchen, no pun intended, and look at different forms, different flavors, and how we can really leverage chicken on our menu for consumers.
現在，讓我們進廚房，不是雙關語，看看不同的形式、不同的口味，以及我們如何真正為消費者在菜單上利用雞肉。
- As other types of meat get more expensive, more and more restaurants are making the bet on chicken.
隨著其他類型的肉越來越貴，越來越多的餐廳押注雞肉。
In the last year, McDonald's, Chipotle, and Wendy's have launched chicken-focused campaigns.
去年，麥當勞、Chipotle 和 Wendy's 推出了以雞肉為中心的營銷活動。
And sales for chicken chain restaurants have stayed high as burger chains have stalled.
而雞肉連鎖餐廳的銷售保持高位，而漢堡連鎖店已經停滯不前。
- Chicken's very competitive right now. You've got chicken players that are focused on it, and then fast food is all into chicken, McDonald's, et cetera.
雞肉現在競爭非常激烈。你有專注於它的雞肉業者，然後速食都進入了雞肉市場，麥當勞等等。
How do you stand out? - If you think about chicken nuggets, they weren't normal chicken nuggets like every other QSR had.
你如何脫穎而出？如果你想想雞塊，它們不是像其他 QSR 有的普通雞塊。
It was chicken nuggets with a tortilla crusting.
它是帶有玉米餅外皮的雞塊。
It was the sauces we provide, were very Mexican-forward.
我們提供的醬料非常具有墨西哥風味。
If you think about Jalapeno Honey, Bell Sauce, Jalapeno Ranch.
如果你想想墨西哥辣椒蜂蜜、Bell 醬、墨西哥辣椒牧場醬。
So for us, for chicken, it's, one, we wanna be where the consumer is, and two, we wanna make sure we do it the Taco Bell way.
所以對我們來說，對於雞肉，第一，我們想要在消費者所在的地方，第二，我們想確保我們以 Taco Bell 的方式做。
♪ The Gordita Crunch, all I do is munch ♪ ♪ On that good Taco Bell ♪ - So how are you looking for trends?
Gordita Crunch，我只會吃那個好吃的 Taco Bell。那你是怎麼尋找趨勢的？
- We've been a brand that's been on the tip of culture.
我們一直是一個站在文化前沿的品牌。
So we look at everything, both data, qualitative trends, quantitative trends, Gen Z trends, and we wanna make sure we're at the forefront of it all.
所以我們看一切，包括數據、定性趨勢、定量趨勢、Z 世代趨勢，我們想確保我們處於所有這些的最前沿。
If you look at what we think about, we think about sports, we think about music, and we think about food, and we stay pretty focused on those three things.
如果你看我們在想什麼，我們想的是體育、音樂和食物，我們對這三件事保持相當專注。
We don't wanna be the brand that jumps around and chases after every trend.
我們不想成為那種跳來跳去追逐每個趨勢的品牌。
- I was gonna ask about your tenure at Nike, which is known for, you know, big drops and hype.
我想問你在 Nike 的任期，Nike 以你知道的大型發布和炒作著稱。
Are there elements of that experience that you're bringing to Taco Bell?
有沒有那段經歷的元素你正在帶到 Taco Bell？
- Yeah, I'd say the most important thing I'm bringing is, you know, Nike's a product and a taco is a product.
是的，我想說我帶來的最重要的東西是，你知道，Nike 是一個產品，塔可也是一個產品。
And what I wanna continue to bring to Taco Bell is just storytelling about that product.
我想繼續帶給 Taco Bell 的是關於那個產品的故事講述。
Consumers fall in love with stories and I think the more we storytell about the brand, whatever part of the brand it is, it's really important.
消費者愛上故事，我認為我們越多地講述品牌的故事，無論是品牌的哪個部分，這真的很重要。
♪ Mexican Pizza, why did you leave us ♪ - I also said when I came in that I'd always hear we wanna be the best in QSR.
墨西哥披薩，你為什麼離開我們。我剛來的時候也說過，我總是聽到我們想成為 QSR 中最好的。
We have the best sales in QSR. We wanna be the best brand with QSR.
我們在 QSR 中有最好的銷售。我們想成為 QSR 中最好的品牌。
We're now the best operations in QSR. And I said, "Why can't we just be the best brand?" - We're gonna keep this a secret, but the Bell doesn't deserve to be kept a secret.
我們現在是 QSR 中最好的運營。我說：「為什麼我們不能就只是最好的品牌？」我們會保守這個秘密，但 Bell 不值得被保守秘密。
- How have you honed in on your customers?
你是如何專注於你的客戶的？
- When I came to Taco Bell, I think we were trying to sell to everyone and speak to everyone.
當我來到 Taco Bell 時，我認為我們試圖向每個人銷售並與每個人交談。
I think it's important to sell to everyone, but the brands that break through speak to somebody specifically.
我認為向每個人銷售很重要，但能突破的品牌是對特定人群說話的。
Who we speak to is somebody we call the cultural rebel, somebody who is pushing trends forward, who is changing the game.
我們對話的對象是我們稱為文化叛逆者的人，推動趨勢向前、改變遊戲規則的人。
- What age is the cultural rebel? Tell me more about the cultural rebel.
文化叛逆者是什麼年齡？告訴我更多關於文化叛逆者的事。
- We'll call it Epicenter Gen Z. And when we think of Gen Z, we call it 18 to 30 Gen Z.
我們稱之為核心 Z 世代。當我們談到 Z 世代時，我們稱之為 18 到 30 歲的 Z 世代。
That's who we're speaking to. So it's almost a subsegment of Gen Z.
那是我們交談的對象。所以這幾乎是 Z 世代的一個子群體。
And it's a mindset. And we wanna make sure as we create food content, it really gives us a roadmap or a blueprint for what we create.
這是一種心態。我們想確保當我們創造食物內容時，它真正給我們一個路線圖或藍圖來創造。
So we're not just creating things, we're creating things that speak to that cultural rebel.
所以我們不只是創造東西，我們是創造對文化叛逆者說話的東西。
- This is Taco Bell's celebration of its fans.
這是 Taco Bell 對其粉絲的慶祝。
Behold, a bunch of randos, not famous people.
看，一群路人，不是名人。
- Wait, what? - Sorry, big guy. - Taco Bell has competition in capturing this specific demographic.
等等，什麼？抱歉，大個子。Taco Bell 在爭取這個特定人群方面有競爭。
dcdx, a research firm that studies how Gen Z interacts with brands ranked Taco Bell as number five on the Magnetic 100, a measure of restaurant's power to reach Gen Z
dcdx，一家研究 Z 世代如何與品牌互動的研究公司，將 Taco Bell 排在 Magnetic 100 的第五位，這是衡量餐廳接觸 Z 世代能力的指標
based on how much and how often it's talked about online.
基於它在網上被談論的頻率和數量。
- Okay, guys, I am back and I got a Baja Blast.
好的，各位，我回來了，我買了一杯 Baja Blast。
- How are we getting Gen Z to spend?
我們如何讓 Z 世代消費？
- When you look at that group, they're the word of mouth brand ambassador, brand advocate, that will drive your brand forward.
當你看那個群體時，他們是口碑品牌大使、品牌擁護者，會推動你的品牌向前發展。
And if you look at that, they are spending on brands that they care about.
如果你看這個，他們在他們關心的品牌上消費。
- How do you get them to keep caring?
你如何讓他們持續關心？
- You keep caring by executing the magic formula.
你通過執行魔法公式來保持關心。
We wanna make sure that from our brand standpoint, from a digital standpoint, from a value standpoint, and from an innovation standpoint, we keep on executing the plan.
我們想確保從品牌角度、數位角度、價值角度和創新角度，我們持續執行計劃。
- Get Luxe for less, only at Taco Bell.
以更少的錢獲得奢華，只在 Taco Bell。
- You talked about value a little bit, and value is really the name of the game in the industry right now.
你談了一點價值，價值現在真的是這個行業的遊戲名稱。
It's also become very competitive. Everyone's offering some kind of value offering.
它也變得非常有競爭力。每個人都在提供某種價值優惠。
How are you standing out? - I think the way we stand out is there's value promotions and there's value platforms.
你如何脫穎而出？我認為我們脫穎而出的方式是有價值促銷和價值平臺。
Value platforms, when you think CVM, Cravings Value Menu, we have 10 items under $3.
價值平臺，當你想到 CVM，渴望價值菜單，我們有 10 個 3 美元以下的單品。
And then when you look at our boxes, our value boxes, we have 5, 7, 9.
然後當你看我們的套餐，我們的價值套餐，我們有 5、7、9 美元的。
Those are platforms that we invest in each and every day.
這些是我們每天都在投資的平臺。
And then we also have the promotions on digital that I think makes us unique in the industry.
然後我們在數位上還有促銷活動，我認為這讓我們在行業中獨一無二。
- Taco Bell appeals to a more low-income demographic than the average for other Quick Service Restaurants.
Taco Bell 吸引的人群比其他速食餐廳的平均水平更偏低收入。
- Consumers are tightening their belts, been doing that for a while now, I'm sure you know that.
消費者正在勒緊褲腰帶，這已經持續一段時間了，我相信你知道。
How are you still having syncs for sales increases when a lot of other brands aren't?
當很多其他品牌沒有的時候，你是如何仍然實現銷售增長的？
- We think about the menu as core and value in LTOs.
我們把菜單看作核心和價值加限時優惠。
It's a very exciting menu that people can come to.
這是一個非常令人興奮的菜單，人們可以來。
No matter income level, people have options within Taco Bell.
無論收入水平如何，人們在 Taco Bell 都有選擇。
And it's just a brand that people want to be involved with.
而且這只是一個人們想要參與的品牌。
- Taco Bell got me again with the box deal.
Taco Bell 又用套餐優惠吸引了我。
- Let's talk about boxes, the Luxe Cravings Boxes.
讓我們談談套餐，Luxe Cravings 套餐。
So a lot of those items are quite premium and would be more expensive if you bought them a la carte versus in the box.
所以很多那些單品都相當高檔，如果你單點購買而不是在套餐裡會更貴。
How are you making those profitable for franchisees?
你是如何讓這些對加盟商有利可圖的？
- We work with our suppliers, we work with our partners, we work with our franchisees, to make sure they're priced appropriately.
我們與供應商合作，與合作夥伴合作，與加盟商合作，確保定價合適。
And each box gives you something different. And we're always making sure that we have the right cost of sales, so at the end of the day, franchisees can be profitable.
每個套餐都給你不同的東西。我們總是確保有正確的銷售成本，這樣最終加盟商可以盈利。
- Franchisees have said that the boxes are profitable and good overall for their business because they get more people in the door.
加盟商表示套餐是盈利的，對他們的業務總體來說是好的，因為它們帶來了更多顧客。
- Give it up, Taco Bell fan. - Do you wanna be the biggest brand?
給它掌聲，Taco Bell 粉絲。你想成為最大的品牌嗎？
- I wanna be the best brand, and I wanna make sure we are a global brand.
我想成為最好的品牌，我想確保我們是一個全球品牌。
- Taco Bell previously opened in Mexico and that didn't work.
Taco Bell 之前在墨西哥開過店，但沒有成功。你能想像回到墨西哥嗎？
Could you see returning to Mexico? - I think anything's possible, this brand, and we wanna grow international, it's a big focus of ours as part of our overall strategy,
我認為這個品牌什麼都有可能，我們想要國際化增長，這是我們整體策略的重要部分，
and I think no country's off limit. Like I said, KFC has 28,000 restaurants.
我認為沒有國家是禁區。就像我說的，肯德基有 28,000 家餐廳。
They're in our house and we're learning a lot how to be successful internationally.
他們在我們公司，我們正在學習如何在國際上取得成功。
- So Taco Bell is doing great right now.
所以 Taco Bell 現在做得很好。
There has to be things that keep you up at night.
一定有讓你夜不能寐的事情。這裡最大的挑戰是什麼？
What are some of the biggest challenges here?
我認為讓我夜不能寐的是保持團隊的動力，不要自滿。
- I think what keeps me up at night is just keeping the team motivated and not being complacent.
我們有令人難以置信的動力，但按照「響鈴」中的 R，我們想要堅持不懈。
We have incredible momentum, but to the R in RING The Bell, we wanna be relentless.
我們想要保持踩油門。
We wanna keep our foot in the gas.
二是國際化。我們想讓國際業務持續增長。今年我們開放了五個市場。
Two, international. We wanna keep international growing. We're in open five markets this year.
我們在 32 個市場。飲料方面，我們有 Mas Cafe，希望在年底前增長到 30 家。
We're in 32 markets. Beverages, we have won the Mas Cafe, looking to grow that to 30 by the end of the year.
我們認為 Mas Cafes 在世界各地的機會是無限的。
And we think the opportunity is unlimited with the Mas Cafes around the world.
Sean，非常感謝你加入我們。
- Sean, thanks so much for joining us.
謝謝你來，Heather。對我今天的表現感到滿意，各位。
- Thanks for coming out, Heather. - Pleased how I did today, guys.
謝謝你，夥伴。
- Thank you, man.
謝謝你，老兄。
點擊句子跳轉到對應位置
- They are spending on brands they care about, and Taco Bell is a brand they care about.
他們在他們關心的品牌上消費，而 Taco Bell 是他們關心的品牌。
- Fast food restaurants have been struggling. Sales have slowed over the last year as people pull back on spending, but Taco Bell has kept customers coming.
速食餐廳一直在苦苦掙紮。隨著人們減少支出，過去一年銷售放緩，但 Taco Bell 讓顧客持續光顧。
Its recipe for success? - For us, it's how do we continue to really make the co love us?
它的成功秘訣？對我們來說，是如何繼續真正讓消費者愛我們？
- Taco Bell got some new items today, y'all!
Taco Bell 今天有一些新品，各位！
- Here's how Taco Bell's CEO says they're feeding the obsession.
以下是 Taco Bell 執行長說他們如何培養這種癡迷。
- So, fast food is so competitive. It is a cutthroat industry.
速食業競爭非常激烈。這是一個殘酷的行業。
How are you succeeding in fast food right now?
你現在是如何在速食業取得成功的？
- We have this thing called the magic formula, and I've talked about the magic formula a lot, but it consists of four components.
我們有個叫做魔法公式的東西，我經常談論這個魔法公式，它由四個部分組成。
Being a buzzy brand and culture. We wanna be a value brand.
成為一個有話題度的品牌和文化。我們想成為一個價值品牌。
You see that in our value platforms. We wanna be a great brand in digital.
你在我們的價值平臺上看到了。我們想成為數位領域的優秀品牌。
If you're not winning on this, you're not winning.
如果你不在這方面贏，你就不會贏。
And last, we wanna be innovative, and we have a history and DNA of innovation and we wanna continually bring new thing, exciting things to our consumers.
最後，我們想要創新，我們有創新的歷史和 DNA，我們想持續為消費者帶來新的、令人興奮的東西。
- Taco Bell brought back Crispy Chicken Nuggets, and I can't believe how good they are.
Taco Bell 帶回了香脆雞塊，我不敢相信它們有多好吃。
- So it might surprise people that you sold out on chicken nuggets.
所以人們可能會驚訝你賣光了雞塊。
Is Taco Bell a chicken restaurant now? - The funny thing about chicken nuggets, I think even internally, we had people into the kitchen, some influencers, some people within the industry, and I think people
Taco Bell 現在是一家雞肉餐廳嗎？關於雞塊的有趣之處是，我想即使在內部，我們讓人們進廚房，一些網紅，一些業內人士，我想人們
kind of scratched their head a little bit, but it didn't surprise us.
有點摸不著頭腦，但這並不讓我們驚訝。
We knew that we had an amazing product.
我們知道我們有一個很棒的產品。
We knew we could storytell around that product.
我們知道我們可以圍繞這個產品講故事。
We knew some of the content that we created, are we a taco place or a chicken place, really resonated with consumers.
我們知道我們創造的一些內容，我們是塔可店還是雞肉店，真的與消費者產生了共鳴。
- From your taco place. It's also a chicken place that's also a taco place.
來自你的塔可店。它也是一家雞肉店，同時也是一家塔可店。
- And so the result, while surprising to a lot of people wasn't surprising to us.
所以結果，雖然讓很多人驚訝，但對我們來說並不意外。
- This is the Taco Bell back of house.
這是 Taco Bell 的後廚。
- How have restaurants had to invest to accommodate more chicken?
餐廳需要如何投資以適應更多的雞肉？
- We do have holding cabinets, things that keep the chicken longer, but if you just look at the back of house and how we invest in stuff
我們確實有保溫櫃，可以讓雞肉保存更久的東西，但如果你只看後廚以及我們如何投資
like something that makes this more efficient, like preppy, which manages whole times.
像使這更有效率的東西，比如 preppy，它管理整體時間。
When you look at line printers, which is all about accuracy for us, when you look at voice AI, it's investing in the holistic total back of house, which, therefore, helps all of our proteins
當你看行列印表機，這對我們來說都是關於準確性的，當你看語音 AI，它是對整體後廚的投資，因此幫助我們所有的蛋白質
resonate with consumers. - What have you seen in trends or data that was like, "Ugh, we have to be in chicken now"?
與消費者產生共鳴。你在趨勢或數據中看到了什麼讓你覺得「啊，我們現在必須進入雞肉市場」？
- What happened to us is you start to get insights about how consumers are accessing more crispy chicken, how chicken is leading as a protein.
我們開始獲得關於消費者如何越來越多地選擇香脆雞肉、雞肉如何作為蛋白質領先的洞察。
So for us, it wasn't a new thing.
所以對我們來說，這不是新事物。
It's now, let's get in the kitchen, no pun intended, and look at different forms, different flavors, and how we can really leverage chicken on our menu for consumers.
現在，讓我們進廚房，不是雙關語，看看不同的形式、不同的口味，以及我們如何真正為消費者在菜單上利用雞肉。
- As other types of meat get more expensive, more and more restaurants are making the bet on chicken.
隨著其他類型的肉越來越貴，越來越多的餐廳押注雞肉。
In the last year, McDonald's, Chipotle, and Wendy's have launched chicken-focused campaigns.
去年，麥當勞、Chipotle 和 Wendy's 推出了以雞肉為中心的營銷活動。
And sales for chicken chain restaurants have stayed high as burger chains have stalled.
而雞肉連鎖餐廳的銷售保持高位，而漢堡連鎖店已經停滯不前。
- Chicken's very competitive right now. You've got chicken players that are focused on it, and then fast food is all into chicken, McDonald's, et cetera.
雞肉現在競爭非常激烈。你有專注於它的雞肉業者，然後速食都進入了雞肉市場，麥當勞等等。
How do you stand out? - If you think about chicken nuggets, they weren't normal chicken nuggets like every other QSR had.
你如何脫穎而出？如果你想想雞塊，它們不是像其他 QSR 有的普通雞塊。
It was chicken nuggets with a tortilla crusting.
它是帶有玉米餅外皮的雞塊。
It was the sauces we provide, were very Mexican-forward.
我們提供的醬料非常具有墨西哥風味。
If you think about Jalapeno Honey, Bell Sauce, Jalapeno Ranch.
如果你想想墨西哥辣椒蜂蜜、Bell 醬、墨西哥辣椒牧場醬。
So for us, for chicken, it's, one, we wanna be where the consumer is, and two, we wanna make sure we do it the Taco Bell way.
所以對我們來說，對於雞肉，第一，我們想要在消費者所在的地方，第二，我們想確保我們以 Taco Bell 的方式做。
♪ The Gordita Crunch, all I do is munch ♪ ♪ On that good Taco Bell ♪ - So how are you looking for trends?
Gordita Crunch，我只會吃那個好吃的 Taco Bell。那你是怎麼尋找趨勢的？
- We've been a brand that's been on the tip of culture.
我們一直是一個站在文化前沿的品牌。
So we look at everything, both data, qualitative trends, quantitative trends, Gen Z trends, and we wanna make sure we're at the forefront of it all.
所以我們看一切，包括數據、定性趨勢、定量趨勢、Z 世代趨勢，我們想確保我們處於所有這些的最前沿。
If you look at what we think about, we think about sports, we think about music, and we think about food, and we stay pretty focused on those three things.
如果你看我們在想什麼，我們想的是體育、音樂和食物，我們對這三件事保持相當專注。
We don't wanna be the brand that jumps around and chases after every trend.
我們不想成為那種跳來跳去追逐每個趨勢的品牌。
- I was gonna ask about your tenure at Nike, which is known for, you know, big drops and hype.
我想問你在 Nike 的任期，Nike 以你知道的大型發布和炒作著稱。
Are there elements of that experience that you're bringing to Taco Bell?
有沒有那段經歷的元素你正在帶到 Taco Bell？
- Yeah, I'd say the most important thing I'm bringing is, you know, Nike's a product and a taco is a product.
是的，我想說我帶來的最重要的東西是，你知道，Nike 是一個產品，塔可也是一個產品。
And what I wanna continue to bring to Taco Bell is just storytelling about that product.
我想繼續帶給 Taco Bell 的是關於那個產品的故事講述。
Consumers fall in love with stories and I think the more we storytell about the brand, whatever part of the brand it is, it's really important.
消費者愛上故事，我認為我們越多地講述品牌的故事，無論是品牌的哪個部分，這真的很重要。
♪ Mexican Pizza, why did you leave us ♪ - I also said when I came in that I'd always hear we wanna be the best in QSR.
墨西哥披薩，你為什麼離開我們。我剛來的時候也說過，我總是聽到我們想成為 QSR 中最好的。
We have the best sales in QSR. We wanna be the best brand with QSR.
我們在 QSR 中有最好的銷售。我們想成為 QSR 中最好的品牌。
We're now the best operations in QSR. And I said, "Why can't we just be the best brand?" - We're gonna keep this a secret, but the Bell doesn't deserve to be kept a secret.
我們現在是 QSR 中最好的運營。我說：「為什麼我們不能就只是最好的品牌？」我們會保守這個秘密，但 Bell 不值得被保守秘密。
- How have you honed in on your customers?
你是如何專注於你的客戶的？
- When I came to Taco Bell, I think we were trying to sell to everyone and speak to everyone.
當我來到 Taco Bell 時，我認為我們試圖向每個人銷售並與每個人交談。
I think it's important to sell to everyone, but the brands that break through speak to somebody specifically.
我認為向每個人銷售很重要，但能突破的品牌是對特定人群說話的。
Who we speak to is somebody we call the cultural rebel, somebody who is pushing trends forward, who is changing the game.
我們對話的對象是我們稱為文化叛逆者的人，推動趨勢向前、改變遊戲規則的人。
- What age is the cultural rebel? Tell me more about the cultural rebel.
文化叛逆者是什麼年齡？告訴我更多關於文化叛逆者的事。
- We'll call it Epicenter Gen Z. And when we think of Gen Z, we call it 18 to 30 Gen Z.
我們稱之為核心 Z 世代。當我們談到 Z 世代時，我們稱之為 18 到 30 歲的 Z 世代。
That's who we're speaking to. So it's almost a subsegment of Gen Z.
那是我們交談的對象。所以這幾乎是 Z 世代的一個子群體。
And it's a mindset. And we wanna make sure as we create food content, it really gives us a roadmap or a blueprint for what we create.
這是一種心態。我們想確保當我們創造食物內容時，它真正給我們一個路線圖或藍圖來創造。
So we're not just creating things, we're creating things that speak to that cultural rebel.
所以我們不只是創造東西，我們是創造對文化叛逆者說話的東西。
- This is Taco Bell's celebration of its fans.
這是 Taco Bell 對其粉絲的慶祝。
Behold, a bunch of randos, not famous people.
看，一群路人，不是名人。
- Wait, what? - Sorry, big guy. - Taco Bell has competition in capturing this specific demographic.
等等，什麼？抱歉，大個子。Taco Bell 在爭取這個特定人群方面有競爭。
dcdx, a research firm that studies how Gen Z interacts with brands ranked Taco Bell as number five on the Magnetic 100, a measure of restaurant's power to reach Gen Z
dcdx，一家研究 Z 世代如何與品牌互動的研究公司，將 Taco Bell 排在 Magnetic 100 的第五位，這是衡量餐廳接觸 Z 世代能力的指標
based on how much and how often it's talked about online.
基於它在網上被談論的頻率和數量。
- Okay, guys, I am back and I got a Baja Blast.
好的，各位，我回來了，我買了一杯 Baja Blast。
- How are we getting Gen Z to spend?
我們如何讓 Z 世代消費？
- When you look at that group, they're the word of mouth brand ambassador, brand advocate, that will drive your brand forward.
當你看那個群體時，他們是口碑品牌大使、品牌擁護者，會推動你的品牌向前發展。
And if you look at that, they are spending on brands that they care about.
如果你看這個，他們在他們關心的品牌上消費。
- How do you get them to keep caring?
你如何讓他們持續關心？
- You keep caring by executing the magic formula.
你通過執行魔法公式來保持關心。
We wanna make sure that from our brand standpoint, from a digital standpoint, from a value standpoint, and from an innovation standpoint, we keep on executing the plan.
我們想確保從品牌角度、數位角度、價值角度和創新角度，我們持續執行計劃。
- Get Luxe for less, only at Taco Bell.
以更少的錢獲得奢華，只在 Taco Bell。
- You talked about value a little bit, and value is really the name of the game in the industry right now.
你談了一點價值，價值現在真的是這個行業的遊戲名稱。
It's also become very competitive. Everyone's offering some kind of value offering.
它也變得非常有競爭力。每個人都在提供某種價值優惠。
How are you standing out? - I think the way we stand out is there's value promotions and there's value platforms.
你如何脫穎而出？我認為我們脫穎而出的方式是有價值促銷和價值平臺。
Value platforms, when you think CVM, Cravings Value Menu, we have 10 items under $3.
價值平臺，當你想到 CVM，渴望價值菜單，我們有 10 個 3 美元以下的單品。
And then when you look at our boxes, our value boxes, we have 5, 7, 9.
然後當你看我們的套餐，我們的價值套餐，我們有 5、7、9 美元的。
Those are platforms that we invest in each and every day.
這些是我們每天都在投資的平臺。
And then we also have the promotions on digital that I think makes us unique in the industry.
然後我們在數位上還有促銷活動，我認為這讓我們在行業中獨一無二。
- Taco Bell appeals to a more low-income demographic than the average for other Quick Service Restaurants.
Taco Bell 吸引的人群比其他速食餐廳的平均水平更偏低收入。
- Consumers are tightening their belts, been doing that for a while now, I'm sure you know that.
消費者正在勒緊褲腰帶，這已經持續一段時間了，我相信你知道。
How are you still having syncs for sales increases when a lot of other brands aren't?
當很多其他品牌沒有的時候，你是如何仍然實現銷售增長的？
- We think about the menu as core and value in LTOs.
我們把菜單看作核心和價值加限時優惠。
It's a very exciting menu that people can come to.
這是一個非常令人興奮的菜單，人們可以來。
No matter income level, people have options within Taco Bell.
無論收入水平如何，人們在 Taco Bell 都有選擇。
And it's just a brand that people want to be involved with.
而且這只是一個人們想要參與的品牌。
- Taco Bell got me again with the box deal.
Taco Bell 又用套餐優惠吸引了我。
- Let's talk about boxes, the Luxe Cravings Boxes.
讓我們談談套餐，Luxe Cravings 套餐。
So a lot of those items are quite premium and would be more expensive if you bought them a la carte versus in the box.
所以很多那些單品都相當高檔，如果你單點購買而不是在套餐裡會更貴。
How are you making those profitable for franchisees?
你是如何讓這些對加盟商有利可圖的？
- We work with our suppliers, we work with our partners, we work with our franchisees, to make sure they're priced appropriately.
我們與供應商合作，與合作夥伴合作，與加盟商合作，確保定價合適。
And each box gives you something different. And we're always making sure that we have the right cost of sales, so at the end of the day, franchisees can be profitable.
每個套餐都給你不同的東西。我們總是確保有正確的銷售成本，這樣最終加盟商可以盈利。
- Franchisees have said that the boxes are profitable and good overall for their business because they get more people in the door.
加盟商表示套餐是盈利的，對他們的業務總體來說是好的，因為它們帶來了更多顧客。
- Give it up, Taco Bell fan. - Do you wanna be the biggest brand?
給它掌聲，Taco Bell 粉絲。你想成為最大的品牌嗎？
- I wanna be the best brand, and I wanna make sure we are a global brand.
我想成為最好的品牌，我想確保我們是一個全球品牌。
- Taco Bell previously opened in Mexico and that didn't work.
Taco Bell 之前在墨西哥開過店，但沒有成功。你能想像回到墨西哥嗎？
Could you see returning to Mexico? - I think anything's possible, this brand, and we wanna grow international, it's a big focus of ours as part of our overall strategy,
我認為這個品牌什麼都有可能，我們想要國際化增長，這是我們整體策略的重要部分，
and I think no country's off limit. Like I said, KFC has 28,000 restaurants.
我認為沒有國家是禁區。就像我說的，肯德基有 28,000 家餐廳。
They're in our house and we're learning a lot how to be successful internationally.
他們在我們公司，我們正在學習如何在國際上取得成功。
- So Taco Bell is doing great right now.
所以 Taco Bell 現在做得很好。
There has to be things that keep you up at night.
一定有讓你夜不能寐的事情。這裡最大的挑戰是什麼？
What are some of the biggest challenges here?
我認為讓我夜不能寐的是保持團隊的動力，不要自滿。
- I think what keeps me up at night is just keeping the team motivated and not being complacent.
我們有令人難以置信的動力，但按照「響鈴」中的 R，我們想要堅持不懈。
We have incredible momentum, but to the R in RING The Bell, we wanna be relentless.
我們想要保持踩油門。
We wanna keep our foot in the gas.
二是國際化。我們想讓國際業務持續增長。今年我們開放了五個市場。
Two, international. We wanna keep international growing. We're in open five markets this year.
我們在 32 個市場。飲料方面，我們有 Mas Cafe，希望在年底前增長到 30 家。
We're in 32 markets. Beverages, we have won the Mas Cafe, looking to grow that to 30 by the end of the year.
我們認為 Mas Cafes 在世界各地的機會是無限的。
And we think the opportunity is unlimited with the Mas Cafes around the world.
Sean，非常感謝你加入我們。
- Sean, thanks so much for joining us.
謝謝你來，Heather。對我今天的表現感到滿意，各位。
- Thanks for coming out, Heather. - Pleased how I did today, guys.
謝謝你，夥伴。
- Thank you, man.
謝謝你，老兄。