If BMW Is Chipotle, Hyundai Is Taco Bell: Today In Analogies

June 7, 2011

Have you ever wondered what car company your favorite fast food restaurant equates to? Apparently the CEO of Taco Bell, Greg Creed, has, because he’s quick to equate his chain with automotive value leader Hyundai.

When asked by QSR Magazine how Taco Bell stacked up against rival (but upscale) Chipotle, Creed commented, “That’s like saying Hyundai competes with BMW. If you take the Hyundai analogy, they’ve got the Genesis, which I understand is a world-class car and every bit as good as a 5 Series. I think with our quality value and some of the work we’re doing on our menu, I do believe we can offer that sort of quality. But I’m not going to pretend that we’re going to turn the brand into BMW – I don’t want to turn the brand into BMW. Hyundai sells a whole lot more cars than BMW.”

Confused yet? Here’s what we’d suggest you glean from this: Taco Bell may have a product that equates to the Hyundai Genesis, and can go toe to toe with Chipotle’s 5-Series, but overall, the low-buck Mexican restaurant chain is more focused on value than on prestige.

There’s no word yet on whether or not Creed is considering an Assurance Program with a 10-year, 100,000-mile warranty for Taco Bell food, and we haven’t been able to confirm that Taco Bell, like Hyundai, will guarantee their food’s 36-month trade-in value at the time of purchase.

[The Consumerist]

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