Coming off a rough year, Taco Bell is ditching its old "Think Outside the Bun" motto for a new slogan: Live Mas.
The Irvine chain plans to make a big show out of the switch, starting with a television ad airing during NBA All-Star events this weekend.
Mas is Spanish for "more," emphasizing food as an experience instead of fuel, according to the company.
The Mexican-style restaurant chain's revamp is part of an ongoing effort to recapture customers.
Last year, a lawsuit — eventually dropped — over the content of the chain's seasoned beef filling hurt sales. And earlier this month, the company was linked to a multi-state salmonella outbreak that occurred in the fall.
In addition to the new slogan, Taco Bell has launched a string of initiatives. The chain recently debuted a First Meal breakfast lineup, and it began testing a more health-conscious Cantina Bell menu, which could position Taco Bell as a stronger competitor to newer Mexican chains such as Chipotle.
In early March, Taco Bell will start selling its Doritos Locos Tacos — made with the popular snack chips.
The chain, owned by Yum Brands Inc., is far from alone in going through marketing changes.
Burger King recently dethroned its eccentric King mascot and replaced him with images of fresh produce and sizzling meat.
McDonald's Ronald McDonald clown has been absent from ads for a while as the chain brought its farm and ranch suppliers to the fore.