IBERSOL • 2023 Integrated Management Report

In an effort to make itself more widely known to the market, the brand intensified its Out of Home (OOH) communication, with a regular presence in external communication media, such as billboards, throughout the year. The brand strengthened its presence on social networks, continuing its bold communication and foodporn strategy. It celebrated Taco Tuesday, a landmark day at Taco Bell internationally, with the help of global icon LeBron James. The four-time basketball champion, MVP and, most importantly, long-time Taco Tuesday enthusiast, endeavoured to spread the word about Taco Tuesday far and wide, so that everyone could celebrate the best day of the week. After the opening of a Taco Bell restaurant in Las Vegas with a wedding chapel, in 2017, with over 900 marriages celebrated until now, the first Taco Bell wedding in Portugal took place in 2023. A North American couple contacted the brand in Portugal asking for Taco Bell to be part of their wedding ceremony. And so, in September, at the Palácio dos Marqueses de Fronteira, this happy couple and all their guests were able to enjoy the flavour of the brand, of which they are such fans, to mark this union. Continuing its close relationship with the university target group, Taco Bell once again took part in the initiation traditions for university freshmen in Portugal, offering Tacos on presentation of proof of university admission. Throughout 2023 it continued partnerships with brands that have a high level of engagement with youth, sharing attributes of youth and irreverence, such as Red Bull, WTF and Sumol. Seeing customer feedback as crucial, the brand strengthened its focus on its customer consultation programme: VOC (Voice of Customer). Considering it essential to train its teams, the brand has strengthened its training content, always focusing on digital media. In this way, it has aligned itself with the latest trends, both in terms of pedagogy and in terms of reducing its ecological footprint by practically eliminating paper. With Economic Sustainable Growth (ESG) in mind, after almost completely eliminating plastic packaging when delivering/servicing its products, it implemented various measures to rationalise resources, particularly energy. INTEGRATED MANAGEMENT REPORT 2023 125