Inside Taco Bell’s Innovation Lab

November 7, 2016

Few quick-service menu launches make the news quite like those from Taco Bell. From the Doritos Locos Taco and the Waffle Taco to the Quesalupa and the Cheesy Core Burrito, the Mexican chain’s new menu items the last few years have been national events as much as they’ve been new options for customers nationwide.

But for all the buzz it creates across the country, the innovation process at Taco Bell goes far beyond gimmicks. Melissa Friebe, vice president of Taco Bell’s Insights Lab, isn’t trying to make headlines with product ideas. She’s simply responding to consumer demand.