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- Taco Bell's Odd International Marketing Is Working</p>
<p>Luke GraliaJuly 9, 2025 at 1:19 AM</p>
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<p>Taco Bell's Odd International Marketing Is Working originally appeared on Parade.</p>
<p>While they may serve Mexican—or at least Mexican-inspired—food, Taco Bell is as American as apple pie. In fact, it's even more popular than its Yum Brands sister restaurants, KFC and Pizza Hut. By a lot. So much that Taco Bell is responsible for 75% of the company's domestic profits.</p>
<p>Internationally, KFC is the big cash cow, with 30,000 restaurants outside the U.S., according to QSR. But the company has a plan in place to grow Taco Bell's piece of the global pie—or rather, quesadilla. And so far, it appears to be working.</p>
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<p>Yum Brands wants Taco Bell's international market to grow substantially, to the point it goes toe-to-toe with the company's other two aforementioned cash cows. The "Mexican" fast food joint is slated to open locations in nine new countries, with the goal of 3,000 locations outside the U.S., NRN reports. "Taco Bell International is really starting to get a lot of traction," the company's CEO, David Gibbs, said.</p>
<p>To accelerate the expansion, they've come up with an interesting marketing tactic: teaching people how to eat a taco. It sounds silly, but it makes sense. Somebody who grew up in Greece or South Africa has probably eaten way fewer tacos—if even any at all—than someone who grew up in the U.S. The campaign is called "tiltvertising," a reference to the slight head tilt you make when you eat a taco.</p>
<p>"Someone might pick it up like a sandwich and eat it from the top," the company's chief marketing officer, Amy Durini, explained, "so we launched a platform on the dos and don'ts of eating a taco..." One of the ads features text on a billboard tilted at an angle that says, "If you tilted your head to read this, you already know how to eat a taco."</p>
<p>Taco Bell's Odd International Marketing Is Working first appeared on Parade on Jul 9, 2025</p>
<p>This story was originally reported by Parade on Jul 9, 2025, where it first appeared.</p>
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