It's the 1950s and just down the road from the original McDonald's in San Bernardino, a Californian entrepreneur named Glen Bell is chasing a fast-food fortune.
But with the burger wars heating up, Bell embarks on a bold venture to turn the taco from an exotic mystery into a fast-food munchie that could give the burger a run for its money.
And when he finally decides to cash out and sell Taco Bell, the nation's food conglomerates will be fighting tooth and nail to buy it.
