IBERSOL | Annual Report 2021

ANNUAL REPORT 2021 the Algarveshopping and Aqua Portimão, in the Algarve. In April the first restaurant with its own dining room and terrace was opened in the Centro Comercial Vasco da Gama, allowing for the introduction of the truly Califor- nian atmosphere that character- ises the brand, strengthening its bold and young image, using ele- ments that point to the Californian style, including furniture, props such as surf and skateboards, and lighting, creating a warm and beach-style atmosphere. This growth was only possible because the brand strengthened its team having invested in new forms of recruitment communi- cation, centred around brand at- tributes. During the first quarter of 2021 it increased its range of home deliv- ery partners to include Glovo and Bolt Food, allowing more Portu- guese homes to enjoy its products. It continues to prioritise the inclu- sion of digital kiosks in its restau- rants as sales channels, aiming to provide the best purchasing ex- perience for its clients. The brand strengthened its online presence, through an increasing- ly bold communication strategy, and foodporn. On 27 September and 14 October, Taco Bell decided to provide uni- versity freshers with free Tacos, provided they present proof of university enrolment. The brand considers staff train- ing to be crucial, and therefore increased its training content, al- ways through digital channels, in line with recent trends. 121