Taco Bell(R) Fourthmeal Stays Up With the Late Night Crowd

Fourthmeal Brings Exciting Tastes to the More Than Half of Americans Who

Eat Late

Apr 17, 2006, 01:00 ET from Taco Bell

    IRVINE, Calif., April 17 /PRNewswire/ -- For millions of Americans who
 eat late at night, but don't know what to call their meal, Taco Bell(R) has
 the answer: Fourthmeal.
     Fourthmeal is the late night meal between dinner and breakfast that
 includes four signature tastes and textures found only at Taco Bell.
 Consumers seeking "outside the bun" late night choices will find crunchy,
 spicy, melty and grilled taste experiences during Fourthmeal. The program
 launches today at participating Taco Bell restaurants nationwide and will
 be supported by a campaign that features television, radio and outdoor
 advertising, an interactive Web site at fourthmeal.com and in-store
     "Not so long ago, the term 'brunch' was coined for people who ate a
 late breakfast," said Bill Pearce, Chief Marketing Officer of Taco Bell
 Corp. "Fourthmeal finally gives the millions of Taco Bell consumers who eat
 late at night their own definition. Our research shows they're already
 eating late, whether they're extending the night with friends, or
 satisfying their hunger after studying or working late."
     Aside from America's trend-setting youth, there are a myriad of factors
 shaping a Fourthmeal culture for most Americans. In fact, about 40 percent
 of all employed Americans work a "non-traditional" schedule (i.e. working
 late at night, long hours, weekends, etc.).* According to a recent
 nationwide survey conducted by Taco Bell**, the majority of Americans (53
 percent) say they eat later now than they did in years past because they
 are busier. Among survey respondents, an incredible 44.7 percent of 18-29
 year old males eat later than 7:00 p.m. every night while nearly a third of
 all males ages 30-39 also eat every night after 7:00 p.m.
     The Fourthmeal launch is supported by three national TV spots produced
 by Foote, Cone & Belding. The campaign centers around a young, hip
 "Fourthmealer" who appears in the nick of time to save people from their
 late night hunger. In one spot he makes his way in and out of a busy
 nightclub as other young adults socialize, dance and enjoy music. At the
 height of the spot, he is seen atop the D.J. stand, holding up his bag of
 Taco Bell food declaring "everyone is a Fourthmealer, some just don't know
 it yet," calling attention to this late night eating behavior beckoning for
 a name.
     In the second spot viewers follow a young adult male stuck late at
 work. Hungry, he opens the break room refrigerator and grabs some leftovers
 marked "Karen's" with a yellow note. Our main character appears out of
 nowhere, reminding him that indeed he is not Karen and saves him from
 hunger with Fourthmeal food from Taco Bell. The last spot educates
 consumers about the unique tastes and textures of Fourthmeal, which
 encompasses a wide variety of food, not just one combination of four
 specific food items.
     Those scanning the radio airwaves will hear a humorous radio campaign,
 also produced by Foote, Cone & Belding, highlighting the four key tastes
 and textures of Fourthmeal. Set at a wedding, crunchy, spicy, melty and
 grilled become characters in a wedding band, helping the best man deliver a
 touching speech.
     In addition, consumers can experience Fourthmeal at Fourthmeal.com. The
 innovative Web site's home page is set inside a late night street scene and
 features a variety of interactive content. This content is designed to
 appeal to online visitors, enticing them to stay, explore and learn about
 Fourthmeal. Fourthmeal.com features a Trans4mator, a character (or avatar)
 creator that creates a personalized late night alter-ego and allows friends
 to chat online. Once an avatar is created, it acts as a guide through the
 Fourthmeal virtual world. The site has a Combinator, which asks users for
 their favorite Taco Bell food items, then formulates fun beverage
 concoctions to try. For fun and games there is Ro Sham Bell, a 'Think
 Outside the Bun(R)' version of the classic rock-paper-scissors game, where
 friends can play online to help settle even the most ardent late night
 dispute. Finally, there is the Theatre, which offers short videos inspired
 by Fourthmeal and current advertising.
     Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE:   YUM), is the
 nation's leading Mexican-style quick service restaurant chain serving
 tacos, burritos, signature Quesadillas, Grilled Stuft Burritos, nachos and
 other specialty items. Taco Bell serves more than 35 million consumers each
 week in nearly 5,800 restaurants in the U.S. "Think Outside the Bun(R)" and
 visit www.tacobell.com.
      *  Source: "Working in a 24/7 Economy: Challenges for American
         Families" - Dr. Harriet Presser, University of Maryland, May 2005
      ** Source: "Fourthmeal Economy" - Kelton Research, April 2006
     CONTACT:    Rob Poetsch / Will Bortz - Taco Bell Corp.
                 Ehrin Cummings - Cohn & Wolfe

SOURCE Taco Bell