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Taco Bell’s Pay Dirt: Taco Bell’s “value menu” strategy appears to be paying off. The Irvine-based fast-food chain showed the strongest increase in fourth-quarter profits among parent PepsiCo’s major restaurant subsidiaries, including Pizza Hut and Kentucky Fried Chicken.
Taco Bell profits rose 65% to $54.2 million in the fourth quarter compared to the same quarter in 1989. A company release states that the “exceptional results primarily reflect the continuing benefits from Taco Bell’s value pricing strategies.”
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