Growing up just outside Los Angeles, Justin L., (Associate Manager, Operations) was surrounded by creativity and hospitality from the start.
“I worked as an actor from ages 10 to 22, and like many in the entertainment industry, I also worked in restaurants and bars. Over time, I realized I was increasingly drawn to what happened behind the scenes. That curiosity led me to a talent agency, where I learned a lot about myself, especially what I wanted in a long-term career. I knew I wanted to plant my roots somewhere that felt purposeful and people focused. That realization ultimately set me on the path to Taco Bell.”
Justin joined Taco Bell four years ago as an Administrative Assistant supporting Global Design and Operations. As the organization evolved and roles shifted, he leaned into every opportunity that came his way. This led him to a role supporting the SVP and COO, where he focused on content and communication strategy during a pivotal time of change.
“That mindset opened doors for me. From there, I was promoted to Senior Analyst, taking on the responsibility for Taco Bell uniforms and Team Member engagement. Six months later, I was asked to help ideate a new service model, what we now know as Serving Más. There are three pillars that make up the model (M = Meaningful Moments, Á = Accurate Orders, S = Seamless Experiences). I was tapped to lead the M pillar in the model.”
Today, as an Associate Manager, Justin oversees Meaningful Moments nationally, helping shape the look and feel of hospitality in restaurants across the country. Here's his explanation of the work he helps create:
Meaningful Moments is built on a simple but timeless belief: every fan should feel seen, heard, and cared for. Glen Bell held that belief back in 1962 when he said, “Service is the key to success,” and that philosophy still rings true today. As the restaurant industry and the needs of the consumer continues to evolve, so must hospitality. Meaningful Moments honors that legacy by elevating it, encouraging Team Members to go beyond expectations and create experiences our fans remember.
“One time, a group of kids rushed into a Taco Bell after a sports game. When a Team Member asked if they had won or not, and they said yes, she surprised them with Nacho Fries to celebrate. Another time, I had ordered at a kiosk and was waiting inside. I was the only guest in the dining room so when the Team Member noticed, they brought the food directly to me, which isn’t a standard or what’s expected. That extra step made me feel genuinely cared for.”
How a Team Member chooses to go the extra mile is not scripted by Taco Bell. By empowering Team Members to show up as themselves, Taco Bell encourages real conversation and connection, things no memorized line could ever create.
Looking ahead, Justin hopes fans walking into Taco Bell feel an immediate sense of belonging and joy. Every person carries their own story into the restaurant, whether it’s their best day, their hardest, or something in between. If Taco Bell can make them feel cared for, even briefly, then the work truly matters.
“I’m excited about continuing to create an environment where working at Taco Bell feels like the best job to have. The restaurants already have an incredible culture, and now, we are shaping a hospitality model that reflects that energy back to our fans. When our teams are having fun and feel supported, the fans feel it too.”
For anyone dreaming of working at Taco Bell, in Operations or on a project like Serving Más, Justin's advice follows the same philosophy that shaped his own path:
“Never give up, say yes often, stay curious, take on as much as you can and embrace mistakes as part of the journey. Growth doesn’t come from perfection; it comes from momentum. And if all else fails, always get the sample.”