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  • Writer's pictureTyzza Macias

Embrace Belonging: Taco Bell's Inspiring Collaboration with Artist Ricardo Gonzalez

Photo: Courtesy of Taco Bell

Taco Bell is no stranger to surprising its customers with unexpected and innovative menu items. From the iconic Doritos Locos Tacos to the mouthwatering Grilled Cheese Burrito, the fast-food chain has always been a pioneer in menu mashups. However, what truly sets Taco Bell apart is its unwavering commitment to its team members, who are the secret ingredient that drives the company's success from the kitchen and beyond.

In a recent announcement, Taco Bell revealed its collaboration with Brooklyn-based artist Ricardo Gonzalez, better known as "It's a Living," to introduce an exclusive team member gear collection. This streetwear-inspired collection includes a commemorative shirt and hat, both emblazoned with the saying "family is everything," which perfectly captures the brand's people-first values. Taco Bell CEO Mark King personally sent these items to team members across the country, encouraging them to wear them with pride.

Taco Bell understands that its people are at the heart of its identity. Recognizing this, the company has made it a priority to invest in partnerships and cultural initiatives that foster pride and a sense of belonging among its team members, who truly embody the brand. The collaboration with "It's a Living" was a natural choice, as both Gonzalez and Taco Bell share a common commitment to putting people first.

Ricardo Gonzalez, with his roots in Durango, Mexico, is a talented designer and graphic artist renowned for his distinctive script style. His larger-than-life murals can be found in various locations around the world. "It's a Living" is not just his studio and brand; it's also his philosophy. Gonzalez's artistic journey began in his early years in Durango, and his passion and hard work have led him to collaborate with top brands globally. For him, this partnership with Taco Bell is particularly exciting, as he has long admired the brand's dedication to its people and its mission to create a positive impact through culture.

The collaboration with "It's a Living" marks the second installment in an ongoing annual series of team member-driven partnerships. Last year, Taco Bell joined forces with Los Angeles-based streetwear brand Born X Raised to create a merchandise collection in celebration of the brand's 60th anniversary. These collaborations serve as a testament to Taco Bell's commitment to its team members and its recognition of the incredible community within its restaurants that makes the Taco Bell experience unique.

Taylor Montgomery, Chief Marketing Officer, US, Taco Bell, expressed his enthusiasm for the partnership, highlighting the significance of finding community in unexpected places. He believes that this collaboration celebrates the remarkable community within Taco Bell restaurants, which are responsible for delivering an exceptional experience to customers.

Looking ahead to the future, Taco Bell remains dedicated to seeking out partnerships that celebrate diversity, champion its people, and reflect the brand's cultural roots. By continuously investing in initiatives that foster a sense of pride and belonging among its team members, Taco Bell ensures that its people-first values remain at the core of everything they do. So, the next time you bite into a deliciously unconventional Taco Bell creation, remember that it's the extraordinary team members who make the magic happen behind the scenes.


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