Taco Bell Helps Seattle Residents Fill Their Stomachs and Their Gas Tanks This Summer; Taco Bell 'Big Bell Value Fill-Up!' Gas Promotion Launches New Big Bell Value Menu

IRVINE, Calif.--July 15, 2004--This summer, Seattle residents will experience a new meaning of the phrase "fill 'er up," thanks to Taco Bell(R). With the Travel Industry Association of America predicting a 3 percent increase in auto travel this summer and with gas prices still topping the charts, Taco Bell is giving away thousands of gallons of gas in cities across the country, including in Seattle, to celebrate the national launch of its new Big Bell Value Menu. This menu, designed to keep customers' stomachs and wallets full, features seven "filling" items, ranging from the new 1/2 lb. Beef & Potato Burrito to the Grande Soft Taco, all for $1.29 each or less.

Between 11 a.m. and 1 p.m. on Tuesday, July 20, the Taco Bell "Big Bell Value Fill-Up!" program will sponsor regular grade pumps at the Seatac South 76 gas station located at 2841 S. 188th St. in Seatac, Wash. The gas giveaway has been carried out in nearly a dozen other major markets across the United States, including Chicago, Houston and Los Angeles, to name a few. Additional details on the new Big Bell Value Menu are available at www.tacobell.com.

Taco Bell attired attendants will have the first 150 customers spin a wheel featuring the seven menu items and their respective prices. Depending on which product they land on, up to 150 customers will pay between 99 cents and $1.29 for a tank of gas (max. 15 gallons, regular grade), get their windows washed and receive a coupon for a free Big Bell Value Menu item.

The gasoline promotion comes on the heels of recent reports of crude oil prices hitting a 13-year high, with the average price of gasoline breaking records for the past two months. The average price of gasoline at self-serve pumps last week in Seattle was $2.07 for regular unleaded gasoline, and continues to fluctuate; fortunately, prices for the Big Bell Value Menu will remain the same all summer long.

"From restaurants to gas stations, everyone can appreciate the value of being full for $1.29 or less," said Greg Creed, chief marketing officer, Taco Bell Corp. "Unlike many value menus you see at other fast food chains, the Big Bell Value Menu offers big, filling products that fill our customers' stomachs without draining their wallets."

"We're thrilled to be partnering with the Seatac South 76 for the Big Bell Value Menu launch," said Tim Gorman, field marketing manager, Taco Bell Corp. "Located just minutes from the gas station, we're hoping the lucky consumers will make our Drive-Thru their first stop on their full tank of gas!"

The "Big Bell Value Fill-Up!" promotion kicks off the launch of the company's Big Bell Value Menu - the most significant value offering for Taco Bell since the 1990 introduction of its 59-, 79- and 99-cent menu. The Big Bell Value Menu features the signature Double Decker(TM) Taco for 99 cents and six new products. Main dishes include the 1/2 lb. Bean Burrito Especial (99 cents), Grande Soft Taco ($1.19) with double the meat of a regular Soft Taco, 1/2 lb. Beef Combo Burrito ($1.29) and the 1/2 lb. Beef & Potato Burrito ($1.29). Customers can also purchase a side of Cheesy Fiesta Potatoes (99 cents) and enjoy the Caramel Apple Empanada (99 cents) for dessert. (Prices may vary at participating Taco Bell(R) locations.)

Taco Bell Corp., a subsidiary of Yum! Brands Inc., , is the nation's leading Mexican-style quick service restaurant chain serving tacos, burritos, signature Quesadillas, Border Bowls(R), nachos and other specialty items. Taco Bell serves more than 35 million consumers each week in more than 6,500 restaurants in the United States. "Think Outside the Bun" and visit www.tacobell.com.