Taco Bell Leans Into Engagement and Digital Evolution for 60th Anniversary

New global chief brand officer Sean Tresvant kicks things off with a taco membership and merchandise

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When Sean Tresvant was named global chief brand officer of Taco Bell in December, he had three priorities: leadership, consumer focus and digital acceleration.

Those focuses fit with Taco Bell, which in the past year has prioritized its app and website—according to the brand’s Q4 earnings report in February, almost 20% of its transactions in the U.S. were digital orders—while keeping its brand focus heavy on culture, experience and engagement.

Earlier this year, Taco Bell joined the growing field of QSR subscriptions with the Taco Lover’s Pass.

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