The new Taco Bueno marketing scheme highlights the regional chain’s use of real onions and real beef in creating their signature items. The campaign is on the heels of a Taco Bell campaign following a lawsuit over their ingredients.
The Carrollton, Texas based regional chain Taco Bueno, marking a departure from their typical advertising flights, drops attempts at humor in favor of higher-quality photography of their products, with an announcer voice-over stressing the “prepared fresh” aspects of several menu items.
Taco Bell, a national chain that normally positions itself as a hamburger alternative (think “Outside the Bun”), is using ad-time to counter a $3 million lawsuit filed in California claiming the percentage of “beef” in its products is low enough that the term “beef” cannot be legally applied.
The Bell ads invite the public to view the recipe online, but if internet-wandering chefs are hoping to see the actual ingredients named, the list and quantities are tough to locate. Persistant searching produces this much from the Taco Bell official website:
In case you’re curious, here’s our not-so-secret recipe. We start with USDA-inspected quality beef (88%). Then add water to keep it juicy and moist (3%). Mix in Mexican spices and flavors, including salt, chili pepper, onion powder, tomato powder, sugar, garlic powder, and cocoa powder (4%). Combine a little oats, caramelized sugar, yeast, citric acid, and other ingredients that contribute to the flavor, moisture, consistency, and quality of our seasoned beef (5%).
Few recipes call for a single ingredient, but Taco Bell is trying to overcome the negative impression left by a lawsuit charging that only 35% of the “meat product” is beef. The website admits that more than ten percent is other ingredients, including oats and sugar, and 4% of the mix is powder: onion, tomato, garlic, and cocoa.
While Taco Bell positions itself against the hamburger and chicken chains, Taco Bueno views Bell as its primary competition. In fact, in markets such as Tulsa, the two fast food restaurants often compete on the same stretch of the street.
In Broken Arrow, a Tulsa suburb, the two face-off from opposite sides of New Orleans Street, with consumers in the respective drive-through lanes practically looking eye-to-eye.