PR Epic Fail: Taco Bell Meat Only 36% Beef?
Which has more protein — cat treats or a Taco Bell taco?
The taco, but maybe by only 6%. The cat treats are 30% protein.
It's not too early in the year for the first entry in the "Worst PR of 2011" contest and that dishonor may go to Taco Bell. The fast food chain is facing a controversy that has all the makings of a classic "Public Relations Epic Fail" award.
News media, like USAToday and online blogs have been buzzing about a lawsuit that is seeking class action status against the Yum! Brands subsidiary stating that the taco meat at Taco Bell is only 36% beef, which is less than the USDA minimum of 40%. The suit seeks to have Taco Bell either rename their products or add more beef.
This controversy would be bad enough with just the lawsuit, but the company counterattack will undoubtedly generate more public focus on the issue. Taco Bell's strategy raises the stakes in a public relations battle that now has to be 100% successful or else the company will lose all credibility for the foreseeable future. The response so far seems to indicate that Taco Bell is walking a fine line in denying the accusations about their product.
According to Associated Press reporter Bob Johnson, the first company response was from Taco Bell spokesperson, Rob Poetsch:
"Taco Bell prides itself on serving high quality Mexican inspired food with great value. We're happy that the millions of customers we serve every week agree," Poetsch said. He said the company would "vigorously defend the suit."
Poetsch's response carefully avoids denying the accusations, but is worded to imply that since the customers buy the product, it must be okay.
Later, Greg Creed, President and Chief Concept Officer of Taco Bell Corp., put out a stronger, but still carefully worded statement that again walked a fine line in denying the accusations. His statement said that: 1) Taco Bell buys beef, 2) the beef is 100% USDA inspected, 3) the process begins with simmering beef, 4) seasonings and spices are added, and 5) the "signature Taco Bell" taste and texture results from the process. He then added that the "lawyers....got their 'facts' absolutely wrong" and that Taco Bell plans to take legal action for false statements made about their food.
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