“We’re in a position where we’re thinking about what ‘Live Más’ [the brand’s slogan, which translates to ‘Live More’ in English] means for the next generation of consumers,” Montgomery said. “We want to inspire the next generational cult of Taco Bell.”
Catering to niche interests
A key insight about Generation Z inspired Taco Bell to set up The Cantinas: They prefer to “turn in” rather than “turn up.”
Some studies have found that Gen Z are going out and partying less. For example, GlobalData’s Q4 2023 consumer survey revealed that 21% of Gen Z planned on socializing less frequently with friends and family outside the home, up from 17% who said so at the beginning of the year.
“We decided to lean in on the insight that Gen Z loves things that we think only older generations love,” Montgomery said. “Early retirement is something we all aspire to.”
Taco Bell is far from the first brand to cater to Gen Z, but a lot of brands get this audience wrong, said Montgomery.
“This is a generation that’s so self-assured in some ways and isn’t afraid to show who they are, regardless of how niche that may be,” she said. “A lot of brands think they need to change or push that, but for us it’s embracing that.”
Not just late night
Gen Z’s niche, sometimes low-key interests also dovetail with another goal of Taco Bell’s to shift its perception as only a guilty pleasure, late-night destination.
In March, an ad created by Deutsch LA had actor Jason Sudeikis challenging people who posted things on social media like, “Taco Bell only really hits after midnight.”
“Does it hit or does it not hit?” the Ted Lasso star says to a guy named Howie who chows down on a chicken taco in broad daylight.