About this episode
It's 1984 and Taco Bell CEO John Martin's looking for a fight. The PepsiCo-owned chain might be America's número uno when it comes to Mexican fast-food, but growth is tepid. So Martin's on a mission to convince a skeptical nation to put down their Big Macs and eat tacos and burritos instead. But even as Taco Bell goes all out to disrupt the fast-food status quo, a young chef with a burrito habit is rustling up a different business recipe that will shake fast-food to its foundations. Binge all episodes early and ad-free with Wondery+. Join Wondery+ for exclusives, binges, early access, and ad free listening. Available in the Wondery App https://wondery.app.link/businesswars . Support us by supporting our sponsor! See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info .