If it ain’t broke, don’t fix it. That was the response that Taco Bell offered a a week ago after a class action lawsuit asserted that its beef taco recipe is fillers and only 33% beef (a violation of USDA standards). Parent company, Yum! Brand, fought back by announcing its somewhat unappetizing-sounding beef taco recipe: 88 percent beef, silicon dioxide, anti-dusting agents, spices, and all.  The media ate Taco Bell for lunch.  Still, the company did not offer to change the recipe.

The recent controversy was relatively unknown until Taco Bell publicized it.  Perhaps the company was resorted to a crisis strategy befitting P.T. Barnum’s quote, "I don't care what the newspapers say about me as long as they spell my name right."   If this is also a promotional strategy, is it effective?  A 2009 Yale University study on consumer behavior showed that when fast food calorie and nutritional information are posted, people ignore it.  Given this data, a strategic plan of listening to what consumers say could help the Taco Bell brand rise above it all.

I was curious as to how college students reacted, so I conducted a mini survey at Bucks County Community College (BCCC) to find out whether Taco Bell’s beef taco controversy really mattered.  Of the 25 students surveyed, 17 eat the beef tacos; twelve had heard of the controversy. 

Sixteen respondents expressed loyalty to the brand because: Beef tacos “taste good,” they “enjoy” it and the food is “cheap.”  One student said he was fine as long as no one died.  One said she would never eat at Taco Bell again.

Going forward, a new social media public survey campaign using a twist on the slogan, “Yo Quiero Taco Bell” to  “Que Quiere a Taco Bell?”  The theme in English-- “What would you like to order at Taco Bell?,” could stimulate purchase intent, grow product demand and satisfy business and communications goals. The majority of student consumers expressed that Taco Bell’s image could be refreshed through deals-- coupons, a promotional lottery, .99 cent sales and even free beef tacos. Nostalgia-related responses included requests for a return the “10 pack for $10” of 20 years ago; yearnings for the long discontinued chaco tacos (dessert waffles) and for the chihuahua of yesteryear.  One said that listing ingredients on the wrappers (as Burger King does) would help.