Running head: SUPPLY MANAGEMENT IN THE FAST FOOD INDUSTRY 1

Supply Management in the Fast Food Industry:
Taco Bell versus Del Taco

Abstract
With the advent of restaurants that offer its consumers quality food at a value price, it seems that quick service restaurants (QSR) are taking America by storm. Fast food chains that encourage their customers to “Have it your way” or “Eat Mor Chikin” continuously push competing chains to become more efficient, faster and cheaper all while maintaining the quality of the product. Del Taco and Taco Bell are members of the fast food industry and competing chains that have set out to provide mainstream American with Mexican-style food. Taco Bell, however, has outperformed and outsold Del Taco since their creation in 1962 and 1964, respectively. It follows to wonder exactly which procedures contribute most to Taco Bell’s success. A comparison between the two restaurants reveals that Taco Bell’s international expansion has allowed for many more options regarding its supplier relationships and distribution practices.

“Live Mas,” the well-known slogan coined by the international fast food chain, Taco Bell, is one that encourages its consumers to live boldly and uninhibited by one’s diet. Replacing its previous slogans of “Think Outside the Bun” and “Yo Quiero Taco Bell,” the new slogan is a part of Taco Bell’s efforts at defending a reputation called into question by a since-withdrawn 2011 lawsuit that falsely accused the restaurant of stuffing its beef with filler. Despite this challenge to the chain’s quality, the restaurant has still managed to outperform one of its many competitors, Del Taco. Consequently, one may wonder which supply management tactics, techniques and procedures have allowed Taco Bell to withstand a setback of this magnitude while its counterpart has not enjoyed comparable successes.
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