‘Throwing shade’; Taco Bell execs bone up on youth lingo

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NEW YORK (AP) – Taco Bell executives are studying a strange new vocabulary emerging on this side of the border, the lingo of its young customers.

CEO Brian Niccol says the company features a “Millennial Word of the Week” at its headquarters as a reminder of how the chain’s biggest fan base communicates. Niccol said the words are “curated” by a group of employees in their 20s who send out a weekly email.

The words are also posted on screens around the office in Irvine, California.

The practice is another illustration of how eager companies are to understand millennials, who marketers say have quirks that separate them from past generations.

It’s a demographic that’s particularly important for Taco Bell, which is known for having younger customers who eat up creations like Dorito-flavored tacos.

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