Read the case study "Taco Bell" and "How to Build a Business Case". Build a business case $($see the slides on $.$pdf attached to this lesson$)$ and then use it to solve the Taco Bell case study by recommending a business case to answer John Martin's question:

"Where future improvements in profitability would come from and would drive more than incremental improvements in sales after "value" was figured out and adopted by his competitors?"