Taco Bell's CEO explains why the chain keeps winning

Businessinsider writes that Taco Bell delivered 7% same-store sales growth in Q4, and CEO Sean Tresvant said the chain's 'magic formula' — value perception, innovation, customer loyalty, and digital channels — is driving its outperformance. Tresvant said Taco Bell's advantage comes from doing several things well at once: consistent value rather than short-term deals, rapid menu innovation, a growing loyalty program, and strong digital engagement.

He noted growth was driven by bigger-ticket transactions, especially among younger diners, even as competitors relied heavily on discounting. The chain's loyalty and digital gains were reflected in the numbers: active loyalty members climbed 31% and digital channels grew 29%, aided by app-exclusive drops and rewards.

Value-focused options make up 17% of the menu with $5, $7, and $9 bundles, and Tresvant pointed to frequent rollouts such as the return of the Quesarito, a Frank's RedHot sauce collaboration, and limited-time beverages at Live Más Café.