Space Station Mir-ly Misses the Taco Bell Target

Business Wire, March 23, 2001

Business Editors

IRVINE, Calif.--(BUSINESS WIRE)--March 23, 2001

Even with millions of Americans chanting "TA-CO, TA-CO" as Mir plummeted to earth, it wasn't enough for the space station to hit the Taco Bell bull's-eye and deliver free tacos to America.

Since the company announced the free taco offer on Monday, thousands of television, radio and print news reports have circled the globe. The company's phone lines have rung off the hook and millions flocked to its Web site at www.tacobell.com to find more information.

"We captured the imagination and interest of millions of people around the globe and put a smile on their faces," said Chris Becker, vice president of brand communications, Taco Bell Corp. "We're disappointed that the space station Mir-ly missed our target, but we're happy people enjoyed the challenge and the fun personality that the Taco Bell brand is known for," added Becker.

Taco Bell Corp., a division of Tricon Global Restaurants Inc. (NYSE:YUM), is the nation's leading Mexican-style quick service restaurant chain serving tacos, burritos, signature Chalupas and Gorditas, nachos and other specialty items. Taco Bell serves nearly 40 million consumers each week in more than 7,200 restaurants nationwide, generating $5.2 billion in system-wide sales.