Taco Bell's PR Response
Summary of Taco Bell’s PR Crisis
Taco Bell has been stuck in a sticky situation over the past few months after Alabama attorneys filed a class action law suit against Taco Bell. Attorneys claimed that Taco Bell’s beef was in reality only 35% beef, and the rest fillers. Media went with the story, and Taco Bell was the brunt of many jokes, and the target of a media firestorm. Taco Bell was quick to correct the facts. Taco Bell maintained that their taco filling is actually 88% beef, 3% water, and various Mexican seasonings, and even leaked their recipe. The company quickly went to social media platforms to spread the truth. They used Facebook, Twitter, and YouTube to promote videos highlighting the CEO of the company explaining the situation, and blasting the people who got their facts wrong. Taco Bell also took out full-pages ads in the New York Times and other prominent newspapers, as well as launching commercials addressing the concern. The commercials used real employees to explain the situation. Eventually the lawsuit was withdrawn, but Taco Bell didn’t stop their campaign. They ramped it up, including taking out ads reading, “So You Tried to Sue Us, and Now You Won’t Even Say Sorry?” Their ad campaign blatantly points fingers at those who falsely accused the company of not using industry standard beef. Taco Bell is currently considering counter suing. The Walker Sands PR blog discusses the situation in-depth (http://www.walkersands.com/Blog/i-pity-taco-bell-execs-right-now/). Taco Bell handled their corporate communications wonderfully.
Reaction of Taco Bell’s PR Response Model
Taco Bell used a modern approach to take on an issue head-on. They put the CEO/leader of the company on display; they were transparent, honest, and forthcoming. They used a blend of social and traditional media to get their message across. They even poked fun of those who falsely accused them. Throughout the entire ordeal they faced the issue head-on and were extremely open, even providing their secret recipe for the entire world to see. In addition they launched a section of their website designed to address consumer concerns. The way Taco Bell handled the situation with facts, honesty, and new media can be applied by companies similar situations. Weber Shandwick led the PR response.
