Taco Bell has opened their first fast food restaurant in Mexico in 15 years. No need to worry that Taco Bell's menu would confuse Mexican consumers since Taco Bell admits it doesn't serve Mexican food:
"What we are bringing to Mexico is not Mexican food, it's our exciting quick-service restaurant brand," said Rob Poetsch, a spokesman for Yum Brands. "We feel the timing is right, and we've done quite a bit of consumer research to validate that this goes beyond product. It's about value and convenience - that's the universal appeal."