Taco Bell is thriving with Gen Z. Its CEO says that's no accident.

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• Taco Bell's CEO, Sean Tresvant, says the brand's relevance with Gen Z is an intentional strategy.
• The Mexican chain leans hard into youthful cultural references with menu innovation and merch drops.
• It's paying off — as other fast food chains struggle, Taco Bell keeps posting positive comps.

Taco Bell's growth story isn't just about value — it's about relevance.

As much of the fast-food industry grapples with cautious consumers and slowing traffic...