The artist from Brooklyn, who goes by the name It’s a Living, added his unique touch to the uniforms of the fast-food chain. The company’s objective is straightforward: to provide workers with stylish outfits they will appreciate
Taco Bell has launched a new marketing campaign aimed not at its customers, but at its employees.
In an announcement few weeks ago, the popular Mexican fast-food chain revealed its collaboration with the Brooklyn-based artist Ricardo Gonzalez, known as It’s a Living. Gonzalez has designed a collection of uniforms specifically for Taco Bell’s staff. Kelly McCulloch, the chain’s Chief People and Transformation Officer, explained the concept in a straightforward manner during an interview.
“This is a cool uniform,” she said.
The uniforms will include black and purple T-shirts and hats adorned with the phrase “Family is everything.” These new additions will be included in the rotation of uniforms available for Taco Bell employees to wear in the upcoming months.
“We’re making sure they have a uniform they’re excited about,” McCulloch said. “It’s our way of tipping our hat to the team member. We see you. We know you’re working hard. We want you to feel good when working for us.”
While the company acknowledges that the labor shortage, which heavily impacted the industry last year, is gradually improving with increased retention and a higher flow of job applications, she said – uniforms still hold significant value as a recruiting tool for both the chain and its franchisees.
The company has realized that uniforms serve as a form of marketing. Moreover, Taco Bell employees themselves are part of Taco Bell’s target customer base. If the employees appreciate the uniforms, it’s a strong indication that the chain’s customers will also find them appealing.
Ricardo Gonzalez’s style can be seen in large-scale murals and commercial work for large brands. “When you look at his work, it’s evident why they chose him,” McCulloch said. “It goes with our brand.”
Taco Bell is covering the cost of the uniforms. Stores will get a shipment of the uniforms and stores can keep them in their uniform rotation for as long as they want, she said.
‘’I am energized and excited about partnering with yet another inspiring artist at the intersection of culture and style,” says Taylor Montgomery, Chief Marketing Officer, US, Taco Bell. “A community can often be found in the most unlikely places, and that’s what this collab is all about – recognizing the incredible community in our restaurants responsible for making the Taco Bell experience a unique one.”
Looking ahead to 2024 and beyond, Taco Bell will continue to seek out partnerships that celebrate differences, champion its people and reflect the brand’s roots in culture.
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