The Chalupa Van Experience: Taco Bell’s Feed The Beat Sustains Up-&-Coming Touring Bands

Taco Bell serves billions of customers across the globe every year at its more than 8,000 restaurant locations. Many of those customers happen to be artists on the road, thanks to its Feed the Beat program.

The franchise behind late-night favorites like the crunchy taco and chalupa made a commitment 19 years ago to help rising musicians on the road, providing them with $500 in Taco Bell gift cards and giving them opportunities to amplify their music. The company just announced its 100-strong class of 2025, which includes indie artists like Alexsucks, Juan Wauters and The Beaches.

“Music is a key pillar to Taco Bell as it truly soundtracks our relationships with our fans,” said Tim Bergevin, Taco Bell vice president of entertainment, energy and events marketing. “We embraced music culture after seeing touring artists we admired navigating the challenge of searching for food that fit their rigorous touring schedules and diverse dietary needs. We knew artists were already going to Taco Bell, so we decided to meet them where they were and provide them with great food to help the grind of touring.”

Music is an influential force in all cultures, and Taco Bell knows it has the power to draw customers who might not normally frequent the restaurant. It wants to do its part to nurture the art through Feed the Beat, which has fed more than 2,000 artists.

Taco Bell also provides artists with opportunities to perform at public and internal events, allowing them to reach new fans and get acquainted with the brand.

“Step one is always to make sure artists are fed, full stop,” Bergevin said. “But in the last few years, we’ve gone a step further and started providing a platform and a revenue stream for artists by exclusively syncing music from Feed the Beat’s current roster and alumni. Providing artists with sync money is great for their bottom line — but the platform they get from having a song in a Taco Bell spot that airs during massive national TV moments is even bigger for their awareness.”