Yum! Brands CEO David Gibbs described Taco Bell’s growth formula as “magic,” but the subsequent results are very much real. The brand was recently named one of Time Magazine’s Most Influential Companies of 2023. The chain also successfully took down the “Taco Tuesday” trademark after filing a petition and launching a global campaign in 19 markets with NBA superstar LeBron James. Engagement in one week surpassed the entirety of last year’s highly anticipated relaunch of the Mexican Pizza.