SupplySide

Holly Tully is the Customer Relations Manager of Virgo Publishing. She is responsible for international outreach, social brand marketing, and special projects management. Holly has been involved in the natural products industry for over 15 years, as a retail buyer, business manager, product formulator, and executive consultant. She is an award winning writer, and manages the SupplySide group on LinkedIn.
(480) 990-1101 ext. 1324
htully@vpico.com

The first time I saw Christine Dougherty claim she lost 54 lbs on the Taco Bell ® Drive-Thru Diet ® Menu, like many watching the ad, I snorted in disgust.  Yes, they make it clear it’s not a real weight loss program.  Yes, they let you know it’s about smart choices, blah blah blah, but let’s get real: Taco Bell knows the average consumer will think the Fresco menu items are somehow good for your health.  Ms. Dougherty looks fit and healthy, so it’s got to be healthy, right?

If I do the math, I can eat a whole lot of Fresco Burrito Supremes @ 241 calories each before I catch up to that fattening 1200 calorie Asian chicken salad I had for lunch the other day.  That said, the salad was loaded with  antioxidant-rich veggies, and chock-full of nutrients, water (from the veggies) and protein.  Aside from the protein in the beef and some mind-blowing high levels of sodium, there’s very little of other nutrients in a Taco Bell® Fresco Burrito Supreme.  Obviously, the healthier choice would be a modified version of that salad, cut down on levels of fattening cheese, dressing, etc.  So, keeping in mind our constant push to educate the public on healthy diet choices, do you think the Taco Bell ® Drive-Thru Diet ® ads are irresponsible, or genius marketing?

User Comments !

Dear Holly,
Well, I think it is really genius marketing, although I naturally have a few quibbles:
1) first of all they acknowledge it's NOT a diet so why do they call it a diet? It should not be called a diet, even in jest.
2) the focus on less fat can be very deceiving if people are not watching their carbs and sugars (especially prevalent in dressings and sauces), since these food components have high fat potential, so they should list the other macro food components as well.
3) Why do they have to use paid actors for man-on-the-street reactions to the food?
4) They should get rid of the annoying horn honking!
Overall, it is very clever marketing, but they should address items 1 and 2 above, and I would not mind it all especially.
--Best,
James Gormley

Posted by: James J. Gormley | January 05 2010 14:30:57

I have seen the Taco Bell commercials several times over the last week and Genius Marketing gets my vote.   They wait until New Year's resolutions are in full swing to launch and promote this "diet menu".

The spokeswoman says ... "let's be realistic, I am not going to give up fast food".   Well if dieters aren't serious about giving up fast food ... they have their own set of problems.

At the end of the day ... their taco might have more veggies and fewer calories than a double cheese burger from McDonalds.  So I guess it really might be a healthier diet alterntive in that aspect, when you compare apples to apples (or nasty dollar menu to nasty dollar menu). 

I don't think we can point fingers at Taco Bell for being irresponsible. After all, it's not Taco Bell's job to teach you about nutrition right?  Isn't that what responible parent do?

Happy New Year!

Posted by: Jodi Rich | January 05 2010 14:39:50

I agree with James. I watched it online, seeing it for the first time. Number 4 on his list, the horn honking made my nerves tighten. Get rid of it.

But...a reg. dietitian. That right there tells me they are up to no- good-hype and I would NEVER use that dietitian for anything serious, like health. She said, 'most people enjoy...on their way home'. Do people really ENJOY fast food? or is it convenience?

Agreed on the paid actors. That was a stupid move. And I don't like the pandering of your average neighborhood, going to taco bell, which is surrounded by grass and trees, as if it's a normal meal one would have in a normal neighborhood on a normal day.

I think they want to cash in on Jared fame from Subway. And address the sodium content please Taco Bell.

I think it's genius marketing in an irresponsible way.

Janine

Posted by: Janine Joi | January 05 2010 14:45:41

In my opinion it is both.  Let's face it folks, this is fast food.  For a fast lunch the Fresca option at TB is a nice fit.  400 calories in their combo meal, and a nice full belly.  If you are eating 5-6 small meals a day this makes for a nice fit.  Some protein and a small amount of veggies via lettuce, tomato, and onion.  Personally I opt for the protein shake, but I will mix in the fresca tacos now which also come in chicken.  Big thing TB did was remove sour cream, sauces, and cheese which for most Americans that hit the drive through is a huge improvement in my opinion.  I see it as finally a combo meal that is good tasting and not killing my calorie count with empty calories.

For the record I say this as a personal trainer and a person that was pushing 300 pounds before I worked myself back into shape.  Having this option is welcome in my world and significantly better than the burger joint and sit down restaurant options that I see available which overload you with calories.  Just my opinion though.

Posted by: John Iams | January 05 2010 15:42:35

I have to say good marketing (it would be genius if they did it before Subway). The reality is that people are in a hurry, they do get lunch at drive-thrus, and it is unlikely that this will change any time soon. The simple fact that fast food companies are talking about health, calories, etc is a step forward. Most of the major fast food companies come to SupplySide, and I don't think they are shopping for trans fats and cheap beef. Look for a lot of exciting innovation and changes from the foodservice community in the future. When enough Americans want to buy an organic turkey taco, Taco Bell will sell them. I used to say that about Campbell's selling organic tomato juice, but I can't anymore because now they do. Yo quiero progress.

Posted by: Jon Benninger | January 05 2010 15:54:34

More "food" for thought to add to the controversy -

After reading the latest article in "Food Product Design", I wonder if Taco Bell falls in with the guilty on mislabeled calories.

http://www.foodproductdesign.com/news/2010/01/many-food-nutritional-values-mislabeled.aspx

Posted by: Holly | January 05 2010 17:13:11

Sorry to say...absolutely a great marketing approach! Even if the FDA made Taco Bell pull those spots now, look at all the exposure through advertising and publicity they would have generated for their company and menu items. Furthermore, all those Taco Bell adult customers with an 8th grade reading level should "bite" right into it.

Posted by: Sheldon Baker | January 05 2010 23:01:44

Hi Holly. OK. Here are my thoughts. 1. If you eat at Taco Bell, you eat at Taco Bell. If they offer choices healthier than what they had, and people make those choices, I am all for it. 2. At least Taco Bell has acknowledged that their client is typically not the healthiest eater. 3. The mere thought of eating at a Taco Bell, healthy choice or not, makes me want to gurk. But who am I to judge? Happy New Year.

Posted by: Craig Larsen | January 06 2010 08:55:16

I also agree with 1 & 2 from James; I think it's irresponsible to call anything from a fast food restaurant "Diet" and they should list EVERYTHING that you're about to eat right there in front of you (not just on some obscure website you might go to after you've already ingested). I do understand the rushing demand of today's society, but it only takes a little planning to do the right thing. If I know I'm going to be on the road all day I try to pack some fruit or crackers and if I can't there are places to stop and get those kinds of foods. It just takes a little extra thought, which very few are willing to put forth, to actually live a healthy lifestyle. A campaign like this (and as another poster had added, Subway's Jared diet) only helps to keep the population lazy and thoughtless. I'm not perfect, no one can resist a good burger and fries every now and then, but to encourage that kind of eating on a daily basis is unethical.

Posted by: Elysa | January 06 2010 09:50:24

Early on when I became a semi-vegetarian I relied on the Taco Bell bean burrito as a quick vegie meal. Along with a medium pepsi I gained a lot of weight. Of course pasta and other high carb "veggie" items along the day didn't help either. Now I never go there. So while they are now taking the Subway approach to weight loss, it is definitely not a good diet. And there is no way the average person will be satisfied just eating one taco and a glass of water. Maybe their salad without the meat and only eating part of the taco shell would be a better option. If we can just move people to getting used to and satisfied on smaller portions that would help. I now use supplements such as those containing Citrimax to help provide satiety so I can feel satisfied on smaller portions. That along with more fruits and vegetables has brought my weight down by 12%. My two cents based on my own experience with Taco Bell.

Posted by: Jay | January 06 2010 13:39:15

I think it's a great idea! Christine's story is no different than Jared's from Subway. I commend Taco Bell for their Fresco menu. I've been ordering off of it for years...it sometimes borders on "good for you" food. Love it!

Posted by: Robin | January 06 2010 15:28:07

Hi Holly, hope your holidays were warm and wonderful.

Anyone that believes eating at TB will assist you in losing weight is dreaming.  Are we not the most informed people in the world when it comes to fast food?  Doesn't everyone know (even overweight people) that fast food in general is not good on a regular basis?  I have read the nutritional facts and there is enough sodium for a week of meals in one taco and enough carbs for an entire day's requirements and then some.  OK, I'm calm down now and I have to say the marketing is effective BUT... only to those who are easily fooled to believe in gimmicks.
So to answer your question Holly - TB might be good marketing.  I would never say genius.  But these type places are trying to come up with anything that will draw in more people, period.  That is good marketing but it is irresponsible to tag it "diet menu" given it's contents.

Fun as always Holly,
Dan Lessard

Posted by: Dan Lessard | January 06 2010 20:30:55

Surely a great marketing move. But also a great risk for companies that really try to create a healthy diet. The trust in the word DIET is at risk here. On the other hand, you can also discuss other diets and how healthy these really are on the longer run. The best diet is taking care of what you eat every day and that means that you can still eat fast food, but not only fast food. It is a governmental issue to educate people in that perspective.

Posted by: Roel van Dam at VSI.nl | January 07 2010 00:14:30

Interesting timing for the new year, when people are thinking about losing weight after all the holiday calorie consumption. It is not surprising that another fast food restaurant got on the Subway ride. The tale of the tape will tell at the cash register. I would opt for the salad. Rudy

Posted by: Rudy Westervelt | January 07 2010 07:32:34

Here is a link to the CRN article about this:

http://www.cnn.com/2010/HEALTH/01/05/taco.bell.diet/index.html

As of this posting, there were 124 comments. I've found that reading the comments on sites like this for stories related to topics of interest can often be more interesting than the stories themselves. At least to get some sense of what "Joe Public" thinks.

Posted by: Jon Benninger | January 07 2010 08:39:38

A new Taco Bell location recently opened near my home so I decided to stop in to check it out. One of the first things I noticed was a large sign in front of the counter advertising the Fresco menu and Christine Dougherty's story. I have known about Taco Bell's Fresco menu for months now and had dismissed it at first but with this recent advertising campaign (as well as my New Year's resolution to watching what I eat) I am paying more attention to it.

With the fact that I am constantly on the road, I am left with no other option but to choose fast food dining establishments. If you look at the top fast food chains (i.e. McDonald's, Burger King, Wendy's, etc.) they do not have many low-fat, low-cal options on their menus and if they do they are not segmented like Taco Bell has done with their Fresco "MENU".

Like with most of the diet plans, fads, pills, etc., ultimately it is up to the consumer to determine if these things will make them healthier or will help them lose weight. The market is more informed than ever and thus consumers are better at making intelligent choices.

In my opinion, I would lean more towards this being good advertising than irresponsible marketing.

Posted by: Josh Lavis | January 07 2010 08:48:07

Subway build a dominant market share with an unknown college student giving a testimonial about losing weight eating only Subway sandwiches. Consumers want simplistic solutions to weight loss. I have no doubt the "before and after" images of the young woman in the commercials will appeal to a certain segment of fast food eaters, despite all of the impossible to read disclaimers that run during the commercial. In short, we can expect to see more of this type of fast food diet offerings from other companies.

Posted by: Rick Kaiser | January 07 2010 09:06:24

Posted by: NK | January 07 2010 16:45:14

Calorie restriction and some exercise is all is takes to drop weight, so Taco Bell is a legit option is one could consume fewer calories on the food.  Some of Taco Bell's options have a decent balance of protein / carbs / fat, so it's not too far from Zone / South Beach.  

Posted by: Steve Arthur | January 07 2010 18:31:36

The fact that many comments agree that this is genius or good marketing is indicative of some of what is wrong with our food system and food marketing.  Go the the web site and read the disclaimer.  DRIVE THRU MENU IS NOT A WEIGHT-LOSS PROGRAM. Do we have to wonder why they need a disclaimer---most of the comments agree that this is telling consumers that it will assist with weight loss.  It is good that Taco Bell created lower fat and calorie options, but to market as a DriveThru Diet (yes, they carefully say "menu")  when it is not a diet (in spite of one woman's stated atypical  testimonial) and discourages exercise is not good (how about Walk Up or Bike Up menu?). The sodium levels on this items are high  for a single meal (only one item under 500mg). (Their taco salad options are even worse on the nutrition front).  Taco Bell is popular, though, as there were eight cars waiting at the drive thru at a local outlet.

If you haven't read the book, Fast Food Nation, please read and spend your dollars on better quality food.  Taco Bell could do more by switching to natural meat (as have Chipotle and Good Times here) and by improving all of their menu items, even a little bit (check out the sodium and fat levels on their other items).   Consumers are willing to buy better quality fast food if given the option, but the option surely won't be at 99 cents. 

My vote:  irresponsible, but oh so typical

Posted by: Mary Mulry | January 08 2010 10:08:04

Hi Holly I agree w/Janine. I wonder how fast food companies, vendors and advertisers can sleep at night.

Posted by: Laurel Ziemann | January 12 2010 10:46:13

Hello Holly- This is an interesting topic and I believe that if a restaurant in any category is going to make a claim regarding "healthy diet" or a related claim, they should be able to support that with nutritional panels that compare the "Regular" menu item vs. the comparable "Healthy" menu item. For awhile, these used to be in plain sight, but they seem to have disappeared unless a consumer asks for one. With the current add that the lady lost a ton of weight (not literally) due to the Fresco Menu is a bit far-fetched. She should also comment on how she goes to the 24 hour gym five times a day and seven on the weekends between taking care of the family and assorted chores..... That's it.... not that I have an opinion or anything.....

Posted by: Gregg Tamai | January 12 2010 17:09:54

I agree with the obvious, this is not a diet nor should Taco Bell be allowed to label it as a diet. Taco Bell should be held to the same 'truth in labeling' and accurate marketing requirements dietary supplement manufacturers and marketers are held to. Make full disclosure and promise only what you can back up with data. Curious to know what else their spokeswoman did to shed the pounds... While the ad is clearly misleading, the positive side is that Subway, Taco Bell, Burger King with their veggie burger, are offering healthier alternatives for Americans who already buy fast food. This is not a healthy food choice, but is a healthier option for many and a baby step in the right direction. So, remove the 'diet' claim and I believe the ad is positive and may actually motivate a few people to begin changing the way they eat. Maybe.

Posted by: Jared | January 26 2010 10:40:41

Hi Holly. I have been in the health / fitness and supplement industry for many years. I have to say, this was a brilliant marketing campaign. Let's face it, a lot of people that are overweight will believe it! "If she did it and looks that good, I think I'll try it". Bottom line, just about anything in moderation is fine. I train 6 days a week and I'm in great condition. However, I'll admit that I eat fast food at least once a week. Unfortunately, many dieters are just not educated and don't ask for help. What's next, the "Krispy Kreme Diet".

Posted by: Frank Magann | January 28 2010 11:56:30