Another day, another statement following up on the class action lawsuit questioning Taco Bell beef quality. What’s the news? A few days ago, Taco Bell issued a statement that condemning the lawsuit against their beef quality, calling the accusations and facts used in the case 100% false. Today see’s their latest development, a video from their President and Chief Concept Officer Greg Creed basically giving away the entire recipe to their ground beef and introducing a REAL BEEF Quality Guaranteed branding for their website (if they’re quick, it may appear in stores?). The recipe revealed shows that the process in making the beef utilizes 88% Quality, USDA-inspected beef, with 12% of additional spices and flavorings that go into making the beef taste the way it does. The statement released by Taco Bell today is in theory, 100% transparency on their part. Could this prove to be some positive advertising/branding for Taco Bell in the long term?
One of the criticisms of major food chains usually revolves around the freshness and quality of their ingredients. It’s not everyday a lawsuit comes in with fists swinging, accusing the company of false advertising and terrible meat product. Instead, Taco Bell has created some branding, and the above video, to assure customers that the meat they use indeed of a certain quality. Is the branding, and the situation at hand, strong enough to possibly launch some positive branding and advertising into the future? Could an almost catastrophic negative lawsuit be flipped into a powerful ad campaign and branding tool for the Mexican fast food giant? Only time will tell.