![]() The brand, said Hanna, is in a "category of one." Taco Bell is a $10 billion enterprise and expects to grow to $15 billion and increase its restaurant roster to 9,000. Yum! opens an average of seven new restaurants a day. The 56-year-old restaurant chain and franchisor is owned by Yum! Brands, which also owns KFC and Pizza Hut. "Tech and digital is in everything we do," noted Hanna. What Taco Bell does best is tacos, but it's also been deploying interactive customer experiences as well especially during the past few years. Hanna, who has served in the role for three years, took the stage to share how and why Taco Bell is taking advantage of the unique opportunity to innovate and how "tech is woven into the fabric of what we do." All those industries have been disrupted and have had to innovate to survive and meet the changing customer expectation," said Rafik Hanna, senior director of Taco Bell's All Access in a keynote presentation at the recent ICX Summit in Dallas. "It didn't happen over night but it also didn't happen that long ago. That's because Taco Bell is very aware of how entrenched digital is becoming in the consumer's lifestyle - from booking flights, to using kiosks for hotel check-in, to tapping apps for hailing a cab and ordering up every and anything needed in life, from food to household sundries. But its definition and reach defy its moniker as it's about giving guests at its 6,875 restaurants an all-access pass to the brand. Taco Bell's digital journey boasts a clever and concise name: All Access.
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