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.