Taco Bell to double rate of food intros, revive coupons

IRVINE, CALIF. -- Taco Bell, in a new turnaround push, is doubling its rate of product introductions, expediting prerollout testing and issuing discount coupons for the first time in five years, said analysts who attended an Oct. 31 presentation by executives of Louisville, Ky.-based parent Yum! Brands Inc.

The briefings at Taco Bell's Irvine headquarters were said to include an outline of the chain's plans to test a frozen beverage, develop new health-oriented menu items and try a new "explore in store" system for new-product testing that would entail the use of point-of-purchase promotional signage to solicit orders. If they increase fast enough, the promoted item would be rolled out quickly.

Yum officials have attributed Taco Bell's recent sales slump in part to a regional E. coli outbreak late last year and to publicity this year surrounding a rat infestation at a since-shuttered branch in New York City.

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