Orange County Business Journal

Taco Bell U.S. Sales Surge

Kari Hamanaka Thursday, July 19, 2012

Same-store sales at Irvine-based Taco Bell Corp. increased 13% for the quarter ended June 16.

It was the first full-quarter reflecting the Mexican fast-food chain operator’s new Doritos Locos Tacos, which debuted in March. The product launch was backed by an advertising campaign that consisted of TV, print and digital.

Taco Bell also introduced breakfast earlier in the year, which also has contributed to the company’s recent turn after a 2% same-store sales decline for all of last year.

Taco Bell, which has nearly 5,600 restaurants in the U.S., helped its Louisville, Ky.-based parent Yum Brands Inc. notch an overall 7% gain in U.S. same-store sales.

Results of the company’s latest menu offerings, the Cantina Bell menu, will be reflected in next quarter’s earnings.

Cantina Bell debuted earlier this month with new bowls, burritos and side dishes. The new items were accompanied by TV, print and online advertising.