Selling Mexican food in India is a no-brainer. Last year, in Bangalore, I bought taco shells and stuffing imported from Sweden! Grupo Bimbo, where are you?
To expand Taco Bell, which has been the company’s most profitable U.S. brand, Yum plans to put the chain in Spain by the beginning of next year and in India by April. Right now, there are about 240 Taco Bells in 10 countries outside the U.S., with the majority in Canada and Puerto Rico.
The challenge will be going to countries where Mexican food isn’t popular and persuading customers to try the Americanized version sold at Taco Bell (!!!). Mr. Novak says the lack of authenticity in the chain’s Mexican cuisine is an advantage. “It owns its own category,” he says.
Other American food companies are trying to export Mexican food to other countries. General Mills Inc. sells its Old El Paso brand in about 20 countries.
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