Taco Bell History: From Local Stand to Global Icon
Ever wondered how your favorite Crunchwrap Supreme made it to the top of fast-food royalty? Well, it all started with a man, a vision, and a deep love for tacos. The journey of Taco Bell, a brand that has become synonymous with bold flavors, isn’t just about food — it’s a story of innovation, hustle, and daring moves that transformed a simple taco stand into a global icon. Whether you’re a lifelong fan or just taco-curious, the history of Taco Bell is as flavorful as its menu.
Let’s unwrap the layers of time in Taco Bell history and see how it turned from a local craving into an international phenomenon.
The Humble Beginnings – 1950s to 1960s
🔹 1951 – Where It All Began
It all started with Glen Bell, a World War II veteran turned food entrepreneur, who was inspired by the success of a local Mexican eatery called Mitla Café in San Bernardino, California. Intrigued by the popularity of their crunchy tacos, he reverse-engineered his own version — and thus began his taco journey. This marked the early days of what would soon become the rich and exciting Taco Bell history we know today.
🔹 1954 – Bell’s Drive-In and Taco Tia
Before the Taco Bell name was born, Glen opened Bell’s Drive-In and later Taco Tia — two ventures that gave him a taste of what the taco game could be. These small-scale businesses laid the foundation for what was coming next.
🔹 1962 – The Birth of Taco Bell
Glen finally launched his own brand in Downey, California. The name? Taco Bell — a nod to both his last name and his love for Mexican-inspired food. The restaurant served tacos, tostadas, and burritos for just 19 cents. Locals didn’t just love it… they lived for it.
🔹 1964 – The First Franchise Takes Off
Taco Bell’s first franchise was sold to Kermit Becky, a retired LAPD officer, who opened a location in Torrance, CA. That move officially turned Taco Bell into more than just a one-man dream — it was now a scalable empire in the making.
🔹 1967 – 100 Restaurants and Counting
Just five years later, Taco Bell opened its 100th restaurant in Anaheim. The company’s crunchy empire was officially on the map — and growing faster than a nacho cheese meltdown.
Rising Through the Ranks – 1970s to 1980s
🔹 1970 – Going Public
By the ’70s, Taco Bell was no longer a California secret — it had grown to 325 restaurants and officially went public, proving that tacos weren’t just a trend… they were the future. This was a pivotal moment in Taco Bell history, marking the beginning of its rise to national recognition. Investors were hungry — literally and financially.
🔹 1978 – The PepsiCo Power Play
In one of the biggest moves of the decade, PepsiCo bought 868 Taco Bell locations. Glen Bell sold the empire but stayed connected through PepsiCo shares. This was the moment Taco Bell got the wings (or tortillas?) it needed to fly globally.
Innovation & Identity – 1980s to 1990s
🔹 1984 – New Menu, New Moves
Taco Bell launched the Taco Salad and BellGrande, offering bigger portions and bolder flavors. This era was about more bang for your buck — a key reason people kept coming back.
🔹 1989 – Taco Bell x Batman = Marketing Genius
With the Batman blockbuster promo, Taco Bell pioneered a bold new space: fast food meets pop culture. Suddenly, tacos were part of the superhero universe.
The Value Era – 1990s to 2000
🔹 1990 – The 59¢, 79¢, 99¢ Menu Revolution
Who remembers the value menu? Taco Bell introduced tiered pricing that became the stuff of legend. Budget-eaters rejoiced — and the brand became a favorite of students and snackers. This pricing strategy wasn’t just smart marketing; it marked a defining chapter in Taco Bell history where affordability met innovation, reshaping how people viewed fast food.
🔹 1991 – Taco Bell Goes Express
As people’s lives got busier, Taco Bell stepped up with a quicker, smarter solution. In 1991, Taco Bell launched its Express model—specifically designed for folks who were always on the move. Whether you were rushing to work or heading out on a road trip, Taco Bell made sure your favorite food was just around the corner—no long waits needed.
🔹 1992 – Building Futures with TEENsupreme
In 1992, Taco Bell joined an inspiring mission by launching the TEENsupreme program in collaboration with the Boys & Girls Clubs of America. The goal of this initiative was to empower at-risk teens by giving them opportunities, direction in life, mentorship, and valuable resources. It wasn’t just about tacos anymore—it was about transforming lives.
🔹 1995 – Extreme Sponsorships & X Games
Taco Bell went extreme by sponsoring the first-ever ESPN X Games, placing itself right in the middle of youth culture. This wasn’t just fast food anymore — it was a lifestyle.
🔹 1997 – Independence from PepsiCo
Taco Bell joined Tricon Global Restaurants (later Yum! Brands), becoming an independent voice again, while still playing in the big leagues.
🔹 1998 – Gorditas Take the Spotlight
When Taco Bell introduced Gorditas in the late ’90s, it wasn’t just another menu item—it became a nationwide craze. With a soft flatbread shell packed with juicy, flavorful fillings, this innovation helped Taco Bell generate even more buzz. Gorditas proved that Taco Bell has always been a master of giving comfort food an exciting twist.
Going Global – 2000 to 2010
🔹 2001 – The Space Station Bet
In the most Taco Bell move ever, they promised free tacos to all Americans if the MIR space station hit a floating target. It didn’t — but the buzz? Priceless.
🔹 2002 – $10 Million in Goodness
By 2002, the Taco Bell Foundation hit a heartwarming milestone—$10 million in donations. That funding had already impacted over 500,000 teens through the TEENsupreme program. With every taco sold, Taco Bell was also serving up opportunity and empowerment. Moments like these are a testament to how Taco Bell history isn’t just about food innovation — it’s about creating real change through community-driven milestones.
🔹 2004 – BAJA BLAST Born
Partnering with Mountain Dew, Taco Bell created Baja Blast, a drink so iconic that it became a cult favorite. It was only available at Taco Bell — and that exclusivity? Genius.
🔹 2005 – Crunchwrap Supreme = Instant Legend
The Crunchwrap Supreme launched and became the most successful new product ever. Portable, customizable, and totally Insta-worthy before Insta even existed.
Tech, Tacos & Transformation – 2010 to 2020
🔹 2010 – A Digital Leap and a Final Goodbye
The year 2010 marked a new era as TacoBell.com got a makeover, becoming the ultimate hub for everything from menu browsing to job hunting. But it was also a year of reflection, as Taco Bell bid farewell to its visionary founder, Glen Bell. His legacy lives on in every taco served and every smile sparked. It was a pivotal chapter in Taco Bell history — the moment where digital evolution met a heartfelt goodbye, bridging the past and the future.
🔹 2012 – Doritos Locos Tacos Mania
You remember it. I remember it. Everyone remembers the arrival of Doritos Locos Tacos. Over a billion sold — that’s not food, that’s a movement.
🔹 2014 – Tap, Order, Taco
In 2014, Taco Bell embraced the tech wave by launching its Mobile Ordering and Payment App. Fans could now order their favorite meals with a few taps—no lines, no fuss, just tacos made easy. It was a move that proved Taco Bell was as innovative off the plate as it was on it.
🔹 2015 – Taco Bell Gets Delivered
Food delivery exploded — and Taco Bell didn’t miss the beat. With online ordering, a fresh new website, and delivery options, it became a 21st-century brand.
🔹 2016 – The Quesalupa Era + Scholarships
Innovation didn’t stop at food. The Live Más Scholarship launched to support dreamers and creators — proving Taco Bell wasn’t just serving food, it was serving purpose.
🔹 2017 – Weddings & Wardrobes, Taco-Style
Yes, Taco Bell started hosting actual weddings in Las Vegas in 2017. Real vows. Real rings. Real tacos. And if that wasn’t enough, they dropped a sizzling collab with Forever 21—their first-ever fashion line. The collection sold out online on day one, proving once again: Taco Bell isn’t just a brand, it’s a lifestyle.
🔹 2018 – Fries, But Make Them Legendary
Nacho Fries made their debut in 2018 and quickly claimed the title of Taco Bell’s most successful product launch ever. Crispy, seasoned fries with a side of warm nacho cheese? Fans went wild. The launch even included a futuristic “Taco Bell 2032” dining pop-up at Comic-Con, blurring the lines between flavor and fandom.
The Legacy Continues – 2020 to 2025
🔹 2020 – Pandemic Pivot & Digital Domination
While the world paused, Taco Bell amplified digital orders, reimagined drive-thrus, and kept the Crunchwraps flowing. It adapted faster than ever — proof of a future-proof brand.
🔹 2022 – Taco Bell Defy & Futuristic Drive-Thrus
In a move straight from sci-fi, Taco Bell launched Defy — a high-tech, multi-lane digital drive-thru with food elevators. No joke. It’s real. And it’s glorious.
🔹 2023 – International Expansion Grows Strong
With 8,500+ restaurants in 30+ countries, Taco Bell’s global footprint is now legit massive. From Canada to India, UK to Japan — the world wants more tacos.
🔹 2025 – Taco Bell Today
Taco Bell isn’t just a fast-food brand anymore. It’s a cultural icon. With continued focus on plant-based innovation, tech-first ordering, and a loyal fanbase that calls it a lifestyle — Taco Bell history continues to evolve, blending bold flavor with even bolder moves. Every new launch feels like a chapter in a story that’s still sizzling.
Final Wrap: More Than a Taco Brand
From a taco stand in California to a name recognized worldwide, Taco Bell’s journey is nothing short of extraordinary. It blended hustle with heart, flavor with flair — and Taco Bell history became a blueprint for how bold ideas can turn into global icons.
So next time you unwrap your order, just know — you’re biting into legacy.