Beefing up Taco Bell’s Reputation
How good is 88 percent? If I got an 88 on a test, that’d be a solid B, but I would be kicking myself for not doing better. If I told my client I was 88 percent sure an idea would work, they might look elsewhere for advice. Eighty-eight percent is fine, but not something to hang your hat on. That’s why I’ve been scratching my head over Taco Bell’s new nationwide advertising campaign meant to reassure customers about the quality of their meat products.
I still remember the day I read the headline “Taco Bell Sued Over Meat That’s Just 35 Percent Beef.” WHAAT? In January, an Alabama law firm said it had the fast food chain’s taco filling product tested and found it contained less than 35 percent beef. The firm did not supply any other specifics of the analysis. Regardless, the damage was done, and the news spread like wildfire. I admit, I sent the article to my entire family – joking that I could have been eating “vegetarian” beef tacos all these years rather than bean burritos.
In print ads in the Wall Street Journal, USA Today and other papers, the message says the beef taco filling is 88 percent beef and 12 percent "signature recipe.” Huh? Eighty-eight percent is better than 35, but still gross. Some of their ads and their website go on to say what that signature recipe is: water, spices and a mixture of oats, starch and other ingredients that contribute to the "quality of its product." Ok. That’s not so terrible – but not great – particularly when other fast food chains like Hardee’s promote 100 percent Angus beef for their offerings.
In the end, I still like to eat at Taco Bell and the value of what 79 cents can buy can’t be beat. The company needed to respond to the lawsuit quickly to defend their reputation, which they’ve done with admirable honesty and transparency. To go further, they’ve even posted complete, easy-to-find ingredient listings on their web site for every product they serve. I’m not so naïve to think fast food restaurants and other processed meals don’t contain food additives. Taco Bell is not alone, but they got called out.
I guess I’m only 88 percent sure their ads are effective in reassuring me.
Comments
While reading about this case I often thought Taco Bell should have responded with images of the more photographic ingredients along with the beef in a cooking channel-like setting. Tag line "100% Delicious".
Leave a Comment