IBERSOL | Integrated Management Report 2022

For this growth to be possible, the brand reinforced its team and invested in new forms of recruit- ment communication, focusing on the brand’s attributes. Taco Bell continued to prioritise the placement of digital Kiosks in its restaurants as a sales channel, seeking to meet its customers’ best shopping experience. Seeking to make itself more widely known to the market, in 2022 Taco Bell restarted Out of Home (OOH) communication, being present regularly through- out the year in external commu- nication supports. The brand reinforced its pres- ence on social networks, contin- uing its irreverent communica- tion strategy. Continuing its close relationship with its university target, Taco Bell has once again “praxed” freshmen in Portugal by offering Tacos on presentation of a uni- versity entrance exam. During 2022, Taco Bell started partnerships with brands that have a high engagement with the youth target, that also share youthful and irreverent attrib- utes, as was the case with Red Bull, WTF or Sumol. Viewing customer feedback as crucial, the brand has strength- ened its focus on its customer lis- tening programme: VOC (Voice of Customer). Considering the training of its Teams to be essential, the brand continued to strengthen its train- ing content, always focusing on digital media. In this way, it has aligned itself with the latest trends, both in terms of pedago- gy and in terms of reducing the ecological footprint, practically eliminating paper. Taking Economic Sustainable Growth (ESG) into account, the brand has almost completely eliminated plastic packaging in its product delivery/service. INTEGRATED MANAGEMENT REPORT 2022 125