An Open Letter to the Beefy Crunch Movement

Grassroots Movement Founder Congratulates Taco Bell Fans on the
Return of Fan Favorites – Beefy Crunch Burrito and the
Cheesy Double Beef Burrito – to Menus Nationwide

IRVINE, Calif.–(BUSINESS WIRE)–Taco Bell Corp.:

April 21, 2016

To the fans of the Beefy Crunch Movement:

After three weeks of intense excitement and anticipation since Taco Bell
announced their return, the day has finally come: the Beefy Crunch
Burrito and Cheesy Double Beef Burrito are NOW available in Taco Bell
restaurants nationwide! And, as if this day couldn’t get any better,
they are only one dollar apiece! You read that right, $1.00!

This triumphant return would not have been possible without the
incredible and unrelenting passion of each and every one of the now
40,500+ members of the Beefy Crunch Movement and our friends over at
Taco Bell with their dedication to every Taco Bell fan out there. As you
know, the Beefy Crunch Movement started in 2011 (shortly after the Beefy
Crunch Burrito left Taco Bell’s menu) with the sole mission of bringing
it back. In those five years we have organized “Beefy Crunch Awareness
Days,” created and proudly waved the “Beefy Crunch Movement” flag, but
most importantly, we never stopped speaking.

These past weeks have been a whirlwind with Taco Bell taking us under
their wing, letting us lead the charge to share this news with the
nation, beginning with our March 30 post on the Beefy Crunch Movement
Facebook page announcing that the Beefy Crunch Burrito and Cheesy Double
Beef Burrito would be returning.

In the twenty-four hours following that post, over 15,000 people spread
the news and our community grew by 2,000+ members. Since then we have
been inundated by the outpouring of support and the never-ending supply
of Beefy Crunch stories from Taco Bell fans. From the crazy stories like
the Beefy Crunch Burrito tattoos, cross-country road trips and first
time skydiving just for a burrito, to the more down to earth moments
with close friends and loved ones, we have shown Taco Bell just how
important this burrito is to us.

Since that post, we’ve organized local “Launch Day Eat-Ups” around the
country, which we will document so the rest of the nation can celebrate
with us. Fans in California, Michigan, and Ohio are gathering together
today to reunite with the Beefy Crunch Burrito and its Flamin’ Hot
Fritos goodness, flawlessly seasoned ground beef, fluffy rice, smooth
sour cream and warm nacho cheese; and the Cheesy Double Beef Burrito,
with its seasoned ground beef, nacho cheese and rice perfection. It is a
moment we have waited years for and one that will surely never be
forgotten.

Lastly, I’d like to dedicate my first Beefy Crunch Burrito bite to each
of you – thank you for helping to make this dream a reality – and to
Taco Bell for showing us that every fan matters. So get out there and
buy a Beefy Crunch Burrito or two, not just for today’s victory, but for
tomorrow’s also, for this 2016 Limited Time Only promotion is a
crucial step in the right direction of our journey. Continue to share
your passion and love for the Beefy Crunch Burrito on social media, and
let’s show Taco Bell what amazing things are possible when we work
together!

This is our moment. This is the #BeefyCrunchMovement.

— Richard

Founder, Beefy Crunch Movement

++

In response to this passionate letter Marisa Thalberg, Chief Marketing
Officer for Taco Bell Corp., has issued a thank you to the Beefy Crunch
Movement:

Dear Richard and all of the members of the Beefy Crunch Movement,

On behalf of Taco Bell, I want to thank all of you for your amazing
fandom. In fact, as a small gesture of our appreciation, we thought it
only proper to personally thank as many of you as possible (which
probably makes for the World’s Longest Thank You note). I hope you can
each find your names on Ta.co; given
the tens of thousands of you, I will say it’s a bit of a scroll!

Our fans mean everything to us, and we really heard you on this one.
That is why we are not only bringing back the Beefy Crunch Burrito as
you so passionately requested, we are bringing it back, along with the
Cheesy Double Beef Burrito, for just $1. Thank you for partnering with
us; and we hope it gives you a smile to see your imprint on every part
of our marketing, including finding the Beefy Crunch Movement logo on
the burrito wrappers!

After all, we couldn’t launch “Fan Favorites,” without the touch of some
of our favorite fans.

Yours in Taco Bell spirit,

Marisa Thalberg
CMO

Fans are encouraged to learn more about the return of Fan Favorites by
visiting The Feed on Ta.co.

About Taco Bell Corp.

Taco Bell Corp. is the nation’s leading Mexican-inspired quick service
restaurant (QSR) brand. From Breakfast to late night, Taco Bell serves
made-to-order and customizable tacos, burritos among other craveable
choices, and is the first QSR restaurant to offer American Vegetarian
Association (AVA)-certified menu items. Taco Bell proudly serves over 40
million customers each week through access to its 6,500 restaurants
across the nation, mobile, desktop and
delivery ordering.
Overseas, Taco Bell has over 250 restaurants with plans to add 2,000
more restaurants internationally within the next decade. The brand
encourages its fans to “Live Mas” and provides access to sports, gaming
and new music through its Feed
The Beat® music program. Taco Bell also uncovers education
opportunities and serves the community through its nonprofit
organization, the Taco
Bell® Foundation™, and connects fans with their passions through
programs like the Live
Mas Scholarship program. In 2016, Taco Bell was named Fast
Company’s Top 10 Most Innovative Companies in the World.

Like: Facebook.com/tacobell —
Follow: @TacoBell (Twitter), tacobell (Instagram)
and tacobell (Snapchat) — Subscribe: YouTube.com/tacobell —
Explore: ta.co

Contacts

Taco Bell Corp.
Matt Prince, 949-863-4367
Matthew.Prince@yum.com
or
Edelman
Shira
Underberger, 323-202-1033
Shira.Underberger@edelman.com