Business Wars

It's 1984 and Taco Bell CEO John Martin's looking for a fight. The PepsiCo-owned chain might be America's número uno when it comes to Mexican fast-food, but growth is tepid. So Martin's on a mission to convince a skeptical nation to put down their Big Macs and eat tacos and burritos instead. But even as Taco Bell goes all out to disrupt the fast-food status quo, a young chef with a burrito habit is rustling up a different business recipe that will shake fast-food to its foundations.

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.