When I recently asked for some post ideas from my Twitter followers, I got this question from my good friend Fred Cunha, the mad man behind HelpMeFred.com:
So have you read about the Taco Bell Drive Thru Diet? To be honest, you probably don’t have to read anything to think it’s ridiculous to hear “Taco Bell” and “Diet” in the same breath. I’m actually pretty excited: I’ve been on the Taco Bell diet for years and had no idea.
It looks like Taco Bell is trying to position itself as the lesser of two (or twelve) evils here. “If you’re going to get fast food, here are some relatively healthy choices.”
But let’s face it: the Taco Bell brand position is not about eating well. It’s about cheap, good, cheesy food. It’s about late night college runs for a box of tacos. It’s for fighting off the munchies. It’s about a talking chiauhua. It’s about thinking “Outside the Bun.”
Of course, the real ironic thing here is that Taco Bell launched the “Fourth Meal” campaign just a few years ago, which I don’t believe is a popular notion of too many diet books out there.
The AdAge article is pretty interesting. Here’s what stands out to me:
- Taco Bell’s version of Jared Fogle, Christine Dougherty, explains that she “exercised and cut her daily caloric intake from 1,750 to 1,250 per day….” Ummm, cutting 500 calories from your diet will help you lose weight regardless of what you eat, for the most part.
- One of the secrets to the diet appears to be “replace salsa for cheese or sour cream.” Really? C’mon ….
- The reaction of the web is extremely interesting, as the article notes that chatter has increased 44% but that the tone has decreased in positivity by 6%, which actually moves Taco Bell into the lower echelon among fast food joints as measured by this stat.
- A dietician from the NBA’s Portland Trailblazers is actually endorsing this program. Is there now any wonder why Greg Oden can’t stay healthy for a full season?
Bottom line, Taco Bell is crossing a line that doesn’t make sense, and people are reacting. Whether on purpose or not, the perception here is that Taco Bell thinks we’re idiots and that they can just use jedi mind tricks to make us think they’re healthy.
Here’s a litmus test: try lowering your caloric intake by 500 calories while also foregoing the Taco Bell. My bet is Ms. Dougherty would’ve lost more than 54 pounds.
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Another example of a company not embracing what it is and trying to be all things to all people. But that ad is so deliciously preposterous, I laugh out loud every time I see it, so I’m willing to forgive them.
The other Taco Bell ad I love that’s running right now is the one where they have two really cute actresses playing the cashiers. I’ve eaten my share of Double-Decker Taco Supremes, and I have never seen cashiers that look like that. Not illustrative of your point, but again, so outside the actual brand experience as to be be comical.
I feel special!
BTW, good point about the 4th meal even though they could spin it as a step towards the 6 small meals a day…
@Chris – My wife said the exact same thing about the cashiers in the spots :^)
Chris – very funny. I’ve only seen that new TB commercial once, but the same thought crossed my mind. That ain’t my Taco Bell.
I think Jack in the Box gets it right, and maybe even Burger King. They know what they are, and they aren’t the least bit interested in positioning themselves as healthy. Just good greasy burgers.
“They’re nowhere near as pretty as you are, honey…”