For most British people, their only knowledge of Taco Bell will be from the infamous scenes in Sylvester Stallone’s mildly diverting 1993 sci-fi yarn Demolition Man. In the dystopian future setting of the film, Taco Bell is apparently the *only* restaurant left in the world following the ‘franchise wars of the 1990s’ (as Sandra Bullock’s character explains with a straight face) before inexplicably pivoting to fine dining.

While clearly meant as a cheap joke for American audiences of the time, Taco Bell – like many other fast food franchises – is really a transformational pivot of another kind. Continue reading →