Multibranding - Yum!

2003 was another solid year for Taco Bell —
filled with terrific products and results. Our
Customer Mania culture helped drive company
same-store sales growth of 2% — and for the
first time — our system average unit volume
® exceeded $1,000,000.
Mexican-inspired products like our delicious tacos, filling
burritos, signature quesadillas, and innovative Border Bowls®
had customers coming back for that “Taco Bell taste” you can’t
get anywhere else. And 2004 promises some great specialty
items as part of our new Big Bell Value Menu.
The Taco Bell team is also delighting our customers with
a more consistent, satisfying experience every time they
visit — and we’re seeing particular progress during Late Night.
We’re proud of the fact that QSR Magazine rated us second
in the overall drive-thru experience in their 2003 Drive-Thru
Survey. And even our internal operations measurement — or
CHAMPS performance — tells us that we’re on the right track
and providing a more consistent customer experience.
We’re thrilled to see our customer compliments up 59% over
last year — and our employees are telling us they’re more satisfied
as well! In fact, we’re proud our team member turnover is
down to 107% in 2003 from 221% in 2001.
I hope you’ll agree we’ve made solid progress this year, but
we believe many opportunities remain — and we’re committed
to even better results in 2004. It’s our passion around People
Capability, Operations Excellence,
Innovative Products and Marketing,
that will entice more and more hungry
customers to Think Outside the Bun!
Emil Brolick
President and Chief Concept Offi cer, Taco Bell
15.