IBERSOL | Integrated Management Report - 2024

INTEGRATED MANAGEMENT REPORT 2024 Considering the training of its Teams to be essential, the brand continued to strengthen its training content, always investing in digital media. In this way, it aligned itself with the latest trends, both in terms of pedagogy and in terms of reducing its ecological footprint by almost completely eliminating paper. In an effort to make itself more widely known to the market, the brand intensified its out of home (OOH) communication, being regularly present during the year on external communication media, such as Mupis, and invested in new media, such as radio. The brand strengthened its presence on social networks, continuing its irreverent communication and foodporn strategy. Throughout the year, he 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. On 4 October, Taco Bell celebrated National Taco Day and marked this new important date for the Portuguese with “Free Tacos” at Taco Bell restaurants across the country. During 2024 it continued to partner with brands that have a high level of engagement with the youth target, and which also share attributes of youth and irreverence, such as Red Bull, WTF and Sumol. Seeing customer feedback as crucial, the brand has strengthened its focus on its Voice of Customer (VOC) customer consultation programme. Taking Economic Sustainable Growth (ESG) into account, after almost completely eliminating plastic packaging in the delivery/service of its products, it implemented various measures to rationalise resources, namely saving 3.6 tonnes of plastic and 15 tonnes of paper. 71