Taco Bell Brings the Heat with Scorching New Volcano Menu

Volcano Taco and Burrito Raise the Temperature for Consumers` Taste Buds; Add
Flavor and Spice to Menu
IRVINE, Calif.--(Business Wire)--
This summer the sun won`t be the only thing heating up America. Taco Bell
announced today the debut of its new Volcano Menu, designed to make any spicy
food lover`s taste buds stand up and pay attention. Last year Taco Bell
introduced the Volcano Taco and due to its immense popularity, went quickly to
work on menu expansion. This year, the all-new Volcano Menu, armed with a new
version of its vaunted Lava Sauce, is coming out burritos blazing.

This new menu gives heat seekers more opportunities to indulge their taste buds
with an array of spicy flavors and textures that truly deliver heat as well as
flavor. The Volcano Menu features:

* Volcano Taco - The taco will be returning, prepared with its signature red
shell and filled with seasoned ground beef, crisp, shredded lettuce and Lava
Sauce.
* Volcano Double Beef* Burrito - This burrito is filled with a double portion of
seasoned ground beef and Lava Sauce, a scoop of Mexican Rice, crunchy red
strips, cool reduced fat sour cream, shredded cheddar cheese, and is wrapped in
a warm flour tortilla. (*Double the seasoned beef claim as compared to the
Burrito Supreme.)

"People are searching for more heat, flavor and spice in their meals, and we
heard them loud and clear as the Volcano Taco became an instant hit," said David
Ovens, Chief Marketing Officer, Taco Bell Corp. "Our customers loved the taste
of our cheesy hot Lava Sauce and our new Volcano Menu is sure to satisfy the
spicy thrill seeker`s desire for heat."

The secret behind the fiery flavor of the Volcano Menu items is its signature
Lava Sauce. Taco Bell food innovators studied consumers` tolerance for heat, as
well as spice`s ability to deliver powerful flavor, to create the perfect
balance of both. Meeting the needs of heat seekers looking for spice and taste
tamers with a sophisticated palette for flavor, the Volcano Menu will be
available in participating Taco Bell locations across the nation.

Taco Bell is supporting the launch of the new Volcano Menu with an advertising
campaign that will extend throughout the summer. Playing off of wedding season,
which is just around the corner, Taco Bell created ads in which the groom is
shocked to find his groomsmen so stricken with the heat of the Volcano burrito,
their faces turn bright red during the wedding ceremony. In a twist certain to
bring a smile to your face, the best man comes to the rescue with a plan that
involves the bridal party wearing sweatbands on their heads. The :30/:15 TV ad
concludes with the best man smiling at the maid of honor, also red faced, and a
voiceover telling consumers to, "Get ready for the good hurt." The TV ads will
run nationally and creative was handled by DraftFCB in Irvine, Calif.

About Taco Bell Corp.

Taco Bell Corp. ("Taco Bell"), a subsidiary of Yum! Brands, Inc., (NYSE: YUM),
is the nation`s leading Mexican-style quick service restaurant chain. Taco Bell
serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos,
and other specialty items such as Crunchwrap Supreme, in addition to the
79-89-99 Why Pay More Value Menu. Taco Bell serves more than 36.8 million
consumers each week in nearly 5,600 restaurants in the U.S.

Taco Bell Corp.
Will Bortz / Deb Bell
949-863-3915
will.bortz@tacobell.com
deb.bell@tacobell.com
or
Cohn & Wolfe
Rick Rhodes / Lauren Lloyd
310-967-2940 / 310-967-2971
rick.rhodes@cohnwolfe.com
lauren.lloyd@cohnwolfe.com

Copyright Business Wire 2009