The Consumer Insights (CI) team at Taco Bell plays a key role in helping teams across the business—from food innovation to technology—stay connected to the voices of our fans. They turn curiosity into action, uncovering what’s new, different, and sometimes unfamiliar. By exploring untapped ideas and emerging needs, they help bring our brand principle of “Spotlighting the Undiscovered” to life.
Meet Eddie B., Manager, Consumer Insights (CI) who supports product and technology experiences across the business.
“I focus on research around Digital Menu Boards, Kiosks, and overall Restaurant Experience and technology. On the food side, I work with the Crispy Chicken and Nacho Fries team to see what innovation we can implement next. It’s really about translating customer feelings into the work we develop.”
There’s always something new to explore—and the CI team helps figure out which ideas, products, or audiences to test next.
“It’s on a case-by-case basis. Our team supports all parts of the business, from beverages to brand innovation. We collaborate with our cross-functional partners and leadership to identify what we’re most passionate about—and then dive in.”
For Eddie, what makes Consumer Insights so exciting is its reach.
“There’s always something new going on. I’ve always been fascinated by what the customer has to say, so this role—making sure we continue to build brand love and pride for them—is exciting.”
The brand principle of “Spotlighting the Undiscovered” shows up daily for the CI team. They test ideas big and small to uncover what fans want most—and what’s possible next. Curiosity often leads to the best surprises, and that’s held true for the team!
“I remember when we first started testing an iteration of the Cravings Value Menu. The challenge was to keep things affordable yet varied enough to satisfy consumer needs. We tested 10 different items at different price points—it was much broader than usual, and the insights were great. Same thing with our technology behind the Rewards Program. We explored different ways for fans to engage—from QR codes to facial recognition—and ultimately landed on using a pin. It’s all about discovering what works best for them, even if it’s a new avenue.”
This naturally led to a broader question: how do teams stay open when facing the unfamiliar? For Eddie, it starts with mindset.
“I put my opinions to the side because it is my responsibility to be a voice for the data. At the end of the day, the goal is to figure out what our fans want and how we can deliver on that, creating the best experience for them as possible.”
Eddie believes embracing the unfamiliar isn’t just for the insights team—it’s a mindset everyone can carry.
“There’s always uncertainty when dealing with something foreign, and that can feel tied to failure. But failure can be a good thing—it keeps you learning and makes the next version even better.”