Taco Bell: ‘Thank You for Suing Us’
- Posted on January 28, 2011 at 9:09pm by
Jonathon M. Seidl
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(AP) — Taco Bell is launching an advertising campaign Friday to fight back against a lawsuit charging its taco filling isn’t beef.
The fast-food chain placed full-page print ads in Friday’s editions of the Wall Street Journal, USA Today, New York Times and other papers as well as online ads to “set the record straight,” company President Greg Creed told The Associated Press.
The print ads say, in huge letters, “Thank you for suing us. Here’s the truth about our seasoned beef.” They go on to outline the meat’s ingredients. The chain did not say how much it is spending on the campaign, but such ads in national newspapers can cost more than $100,000.
The class-action lawsuit was filed late last week in federal court in California. It claimed Taco Bell falsely advertised its products as “beef.” The suit alleges that the fast-food chain actually uses a meat mixture in its burritos and tacos that contains binders and extenders and does not meet requirements set by the U.S. Department of Agriculture to be labeled beef.
Taco Bell quickly denied the accusation. “The lawsuit is bogus and filled with completely inaccurate facts,” Taco Bell President Creed said in an interview.
The lawsuit, filed by the Alabama law firm Beasley, Allen, Crow, Methvin, Portis & Miles, doesn’t specify what percentage of the mixture is meat. But the firm’s attorney Dee Miles said the firm had the product tested and found it contained less than 35 percent beef. The firm would not say who tested the meat or give any other specifics of the analysis.
Taco Bell says its seasoned beef contains 88 percent USDA-inspected beef and the rest is water, spices and a mixture of oats, starch and other ingredients that contribute to the “quality of its product.” The company said it uses no extenders.
Still, the company couldn’t ignore the case after it made headlines and quickly spread online.
“This is one of those things that could be a humongous threat to their brand, which is why Taco Bell has taken such an aggressive stance on this,” said Marc Williams, an attorney at Nelson Mullins Riley & Scarborough with extensive experience in fast-food litigation.
The case, Williams said, is thin in potential legal liability. Lawyers would have to prove that most consumers expect and believe they are getting something other than what Taco Bell actually serves. Most fast-food customers, he said, realize taco meat has other ingredients besides beef. And the lawsuit cites U.S. Department of Agriculture guidelines for labeling ground beef, which don’t apply to restaurants.
The USDA’s rules apply to meat processors – the companies Taco Bell buys its meat from. Tyson Foods Inc., the company’s largest meat supplier, said it mixes and cooks the meat at three USDA-inspected plants and that the meat is tested daily to make sure it meets requirements.
Claims of false advertising typically are regulated by the Federal Trade Commission.
Industry and public relations executives say it’s critical for the company to respond forcefully to head off damage to its reputation. However, most say it‘s unlikely to seriously dent Taco Bell’s image or business, which serves 35 million people a week.
“I don’t think the impact is going to be all that large,” said Janney Capital Markets analyst Mark Kalinowski. “It lacks the sensationalism of (other cases).”
Wendy’s, for example, had its image temporarily tarnished by a woman who falsely claimed that she found part of a finger in her chili. And it’s not the huge recalls that have stung some food makers.
Other restaurants have faced similar cases without being hurt much.
Rubio’s Restaurants Inc. faced a lawsuit in 2006 when a disgruntled customer felt that it was misleading people by selling lobster tacos and burritos at its Mexican restaurant chain made with langostino, a different species from the classic Maine lobster. The company settled the case by offering California customers coupons.
Yum Brands Inc., Taco Bell’s parent company, would not say if there has been any impact on its sales, citing a quiet period before its earnings release on Feb. 3.
Fast food generally does contain additives, such as the “isolated oat product” (usually used as a flavor and moisture enhancer) found in Taco Bell’s meat, but experts say they’re no different than whats in processed foods sold in stores.
“There is nothing really frankenfood in here,” said Karen Ansel, a registered dietitian and spokeswoman for the American Dietetic Association. “These are in a lot of foods we eat.”
The lawsuit doesn’t specify monetary damages but asks the court to order Taco Bell to stop marketing it under its current terms.
“That leads me to believe it’s more about generating publicity and legal fees for a lawyer than correcting a societal wrong,” Williams said.
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Comments (143)
shagstar
Posted on January 28, 2011 at 10:19pmat least taco bell has a set of big,brass ones that is not afraid of the progressive psycho’s!!
Report Post »and now,,,i’ll think i will eat the rest of my enchrito with x-tra onions!!
after that,,,,i think i will kick back and relax,,digest my meal and fart in the general direction
of kalifornifaction!!
mjgma
Posted on January 28, 2011 at 10:18pmSimilar to how I cook my taco meat.. geesh, someone needs to get a grip on these ridiculous law suits.
Report Post »Grandpa Harley
Posted on January 28, 2011 at 10:16pmHell, I just love the fact that a corporation is not folding like a cheap lawn chair to some nobody organization. Need to do the same to the rainbow coalition and the reverend al shaprton group of race baiters.
Report Post »CatB
Posted on January 28, 2011 at 10:28pmAgree ….!
Report Post »JohnJoseph
Posted on January 28, 2011 at 10:16pmThank you Taco Bell – that’s the best “non-beef” I have ever put in my mouth. To all the others — if you don’t trust Taco Bell — go down the street, it is still a free country.
Report Post »JD2020
Posted on January 28, 2011 at 10:15pmEveryone should be outraged about someone suing WITH FALSE ACCUSATIONS. This is why everything costs do much.
TORT REFORM NOW…………………………….
IF YOU FILE A LAWSUIT AND IT IS DEEMED INVALID, THE SUING PARTY MUST PAY ALL COSTS FOR THE PERSON THEY SUED………………….THAT SHOULD END THIS GARBAGE…
Report Post »Smokey_Bojangles
Posted on January 28, 2011 at 10:11pmYeah,But now a Taco will be $47.Thanks Nanny State!
Report Post »Angie
Posted on January 29, 2011 at 8:00amI have a sister that has had a somewhat difficult life, no thanks to her own choices, but she and her boyfrind were homeless for a while on the streets of New York City back in th 1990′s. They found a $5.00 bill on the street and she said they went immediately to Taco Bell and ate like kings. It was the most food that they could get for the money they had. Thank you Taco Bell for feeding my sister affordably. I LOVE TACO BELL. Give it back to em. . . . .!
Report Post »David Foxfire
Posted on January 28, 2011 at 10:10pmNow what I want to see is this: Will Taco Bell sue back? Since it’s the Food Police, I don’t mind a big corporation doing this. Or will they do my personal favorite and make an advertisement campaign out of it with a lot of Trolling involved? You Jelly! Why U Mad?! Major Lulz at yr butthurtz.
Next time I go out. I’m heading straight for a Taco Bell :)
Report Post »mossbrain
Posted on January 28, 2011 at 10:10pmHa, I wonder if that 88% beef includes snout, hoof, hide, ground bone and everything else left over after the real meat is cut off. I like their food. I wonder what’s in Jack in the Box tacos besides grease. They taste great.
Report Post »82dAirborne
Posted on January 28, 2011 at 10:17pmDamn you! There isn’t A Jack in the Box for 125 miles from me. Add a cheeseburger delux and we’re in business.
Report Post »Echad
Posted on January 28, 2011 at 10:03pmEvery time I’ve had anything from taco bell I‘ve come down with Montezuma’s revenge.
Report Post »I will never eat at a taco bell again.
Zoe
Posted on January 28, 2011 at 10:01pmWhat I expect ? LOL
Report Post »82dAirborne
Posted on January 28, 2011 at 9:57pmPLEASE DO NOT TELL ME WHAT IS REALLY IN WHITE CASTLE!
I love ‘em!!!!!!!!
Report Post »silentwatcher
Posted on January 28, 2011 at 10:33pmdunno,,,but it reminds me of a poor grade of spam…..
Report Post »bulletsinthegun
Posted on January 28, 2011 at 9:57pmmrs lard butt obama and the food police be damn, I going to Taco Bell at least once a week
Report Post »Tretka
Posted on January 28, 2011 at 9:56pmI love taco bell and here is why. The secret ingredient has something to do with soy. My friend’s nephew disclosed this to us years ago. So you are getting protein and protein. Go get them Taco Bell. Sick of the crap! Long live my Chula Supreme and ice tea for lunch!
Report Post »parmajohn
Posted on January 28, 2011 at 9:56pmFast food is Junk food thats why we buy it Holding a drink bettween your knees and eating a taco or a burger hurrying to get some where Thats what its all about If I want to pay more to eat healthy You can be sure I”ll be seated with a waitperson taking my order and enjoying it….Taco 29 cents pack of gum a Buck 25 Its not rocket science Its the special spices just don’t order the goverment supplied olive wraps
Report Post »ilovethiscountry
Posted on January 28, 2011 at 9:55pmIf there is any wheat in it, those of us with an allergy to gluten need to know.
Report Post »Fox
Posted on January 28, 2011 at 10:00pmtacobell (dot) com/nutrition/allergens
That should have the info you need.
Report Post »CatB
Posted on January 28, 2011 at 10:02pmYes .. that is the only thing stopping me from going down the street for one … I hear Subway is test marketing gluten free bread .. hope it “makes” it …! I have gone to the drive thru at Taco Bell for a fruit drink they have VERY good ones!
I’m sure MO would tell me the fruit drinks are bad for me!
Report Post »spirited
Posted on January 28, 2011 at 10:04pmBeef, water, isolated oat product, salt, chili pepper, onion powder, tomato powder, oats (wheat), soy lecithin, sugar, spices, maltodextrin (a polysaccharide that is absorbed as glucose), soybean oil (anti-dusting agent), garlic powder, autolyzed yeast extract, citric acid, caramel color, cocoa powder, silicon dioxide (anti-caking agent), natural flavors, yeast, modified corn starch, natural smoke flavor, salt, sodium phosphate, less than 2% of beef broth, potassium phosphate, and potassium lactate
Report Post »spirited
Posted on January 28, 2011 at 9:51pmtaco supreme (hard shell) —yummy
>wish they‘d put more ’beef‘ in ’em!
Report Post »Fox
Posted on January 28, 2011 at 9:50pmI ate a volcano burrito tonight, and a grilled stuft steak burrito, too. I don’t know if that was real beef in there or not. Alls I knows is that it was tasty.
Report Post »82dAirborne
Posted on January 28, 2011 at 9:50pmI haven’t eaten at Taco Bell for years. I’m going there tonight. A little fast food never hurt anyone!
Report Post »neverending
Posted on January 28, 2011 at 10:05pmMe too and order twice as much as we usually.
Report Post »82dAirborne
Posted on January 28, 2011 at 10:11pmIf you are anywhere close to Columbia, MO……… I’ll buy!
Report Post »338lapua
Posted on January 29, 2011 at 1:55amI still love the plain old hard shell taco. Taco Bell,if you are listening……bring back the 6-pack!! It is the perfect lunch. I like the old mild sauce too, best flavor, and a touch of hot to keep it interesting.
Report Post »OK I am hungry now…..
teahugger
Posted on January 28, 2011 at 9:50pmI’d like to know who is behind the lawsuit and what they have to gain by trying to make Taco Bell lose business.
Report Post »neverending
Posted on January 28, 2011 at 10:04pmMaybe start with barry boy and his circle of corruption
Report Post »Brian Epps
Posted on January 28, 2011 at 10:32pmSo-called “public interest” lawsuits generate legal fees for the suing lawyers charged to the respondent if they win. In this case, I think these fisk-heads think they can get a settlement just to make them go away. It looks like they have another think coming when YUM! brands counter-sues for tortuous libel.
Report Post »RogueAmeritarian
Posted on January 28, 2011 at 9:50pmI haven’t eat fast foods in over 6 years now, but I have nothing agaist Taco Bell or the like. I just choose a different lifestyle. Fast Foods establishments are what they are, and they serve purpose. As long as they are up front with the people – the people will continue to eat there. Food is addictive, as addictive as some drugs!!! They will continue to fill their stomachs!!!
Report Post »awizard
Posted on January 29, 2011 at 7:15am@ RogueAmeritarian; I’m with you, I don’t eat there … But I’ll defend anyone else s right to do so … I like the “100 dead lawyers at the bottom of the sea … Good start”.
Report Post »neverending
Posted on January 28, 2011 at 9:49pmNothing will ever stop us going to Taco Bell. They are truly the very best!!!~! Probably just more effects from the bastard in chief, Take down one industry at a time.
Report Post »CatB
Posted on January 28, 2011 at 9:44pmLOL .. go get em .. I am so sick of the FOOD POLICE …
Report Post »Darmok and Jalad at Tanagra
Posted on January 28, 2011 at 10:27pmDidn’t Cheap Trick have a song named that????
Report Post »TruthTalker
Posted on January 28, 2011 at 9:43pmThere is some good eats at Taco Bell.
Report Post »kindling
Posted on January 29, 2011 at 12:04amTake destroy our health care, crash our economy, ruin our standing in the world, take away our right to grow our own food, silence all the conservatives on the radio and TV, but when you attack TACO BELL, you’ve gone too far!
Report Post »GONESURFING
Posted on January 28, 2011 at 9:43pmI feel much better now.
Report Post »RobertCA
Posted on January 29, 2011 at 12:16amit’s an on going war on the private sector & if I‘m so worried about the beef I wouldn’t go to Taco Bell no one is forcing me .
Report Post »JCoolman
Posted on January 28, 2011 at 9:38pmMMMMMMMM. Taco Bell. I like oats. I like meat. I like spices. I like starch. And I dont care what the percentages are. Its GOOD! MMMMMMMMM
Report Post »taxed
Posted on January 28, 2011 at 9:45pmI love the 5-layer grilled…
http://conservativepoliticalforum.com
Report Post »Darmok and Jalad at Tanagra
Posted on January 28, 2011 at 9:48pmI wouldn’t care if part of the “Beef” is that little dog they used to have in commercials, it’s yummy. Got to have my double decker taco, I pitty the fool who gets between me and my chalupa.
Report Post »Curator_JDR
Posted on January 28, 2011 at 9:48pmI agree with JCoolman. I just had Taco Bell this week and reading this article makes me HUNGRY for more Taco Bell. Maybe its time to make a run for the border.
Report Post »HappyStretchedThin
Posted on January 28, 2011 at 9:51pmI love good marketers. Now the plaintiff will seek an injunction and a gag order, and the media will report a new development in the case creating even more free publicity for Taco Bell. Well done marketing men, your dollars are multiplying many times. That and the potential jury pool is shrinking.
Report Post »taxed
Posted on January 28, 2011 at 9:53pm@DARMOK
hahahaha
Same here!
http://conservativepoliticalforum.com
Report Post »GONESURFING
Posted on January 28, 2011 at 9:59pmI like Taco Bell too.
Report Post »A Doctors Labor Is Not My Right
Posted on January 28, 2011 at 10:01pmYo quiero Taco Bell!
I don’t really care what the USDA thinks, anymore. Nor do I care what the federal government thinks is “beef”. Leave us the hell alone.
Report Post »Darmok and Jalad at Tanagra
Posted on January 28, 2011 at 10:03pmBy the way, I had Taco Bell today for lunch, if only my breakfast Oatmeal tasted that good.
Report Post »DashRipRock
Posted on January 28, 2011 at 10:15pmI bet the meat at Taco Bell
is made in China
Report Post »cheezwhiz
Posted on January 28, 2011 at 10:19pmThese lawyers from Alabama who want to sue T-bell,
Report Post »how much money have they contributed to Obama campaign ? How are their families involved with the Obamas and their arugula police ?
beebacksoon
Posted on January 28, 2011 at 10:26pmJCoolman
Report Post »Me too! As long as there aren’t bugs; hair; or eyeballs staring back at me, I’ll eat it! It’s my fav fast food place!
silentwatcher
Posted on January 28, 2011 at 10:31pmthere, you have it….it’s real meat. You can‘t sue them and can’t get a quick pocket full of money. Go look for another sucker, I’m gonna have a taco……
Report Post »silentwatcher
Posted on January 28, 2011 at 10:36pmI’d eat rat meat if it tasted good…..who knows-the way the economy is going I may be. May as well get used to it. That ok with you Michelle????
Report Post »Whostolemypig
Posted on January 28, 2011 at 11:19pmRead their own full content list. How do you like the Silicon Dioxide, more commonly called sand?
Report Post »Ironmaan
Posted on January 28, 2011 at 11:49pmI wouldn’t have cared if it was10% beef and it had a health warning on it. Stuff tastes good.
Report Post »http://guerillatics.com
Rational Man
Posted on January 29, 2011 at 12:13amI don’t care what percentage of beef is in their food. If it is not stored and cooked and handled right, it makes people sick.
The LAST time I ate at TB, I took turns bowing and sitting on the porcelain throne for two days!
Never again!!
Report Post »Cobra Blue
Posted on January 29, 2011 at 12:19amMore sharks trolling for dollars. The American way….There will always be plenty of dead beats out there who want something for nothing. Problem is the lawyers willing to take the cases. What do you call a 100 dead lawyers at the bottom of the ocean…A good start. Oh I’m sorry…is that inflammatory? Deal with it…
Report Post »AmeriWoman
Posted on January 29, 2011 at 12:34amAwesome smackdown!! ^5 Taco Bell. As soon as we saw you being attacked, we
went and got 2 family pack Taco’s and our loved Mexican Pizza.
We thumb our noses at these igsignificant troublemakers seniors!! ;-)
AW
Report Post »Intellectual Honesty
Posted on January 29, 2011 at 1:00amFor $.79 I don’t even care if its a genuine taco.
Report Post »AmericanSoldier
Posted on January 29, 2011 at 1:21amI think I’m gonna have some Taco Bell for lunch tomorrow. I like the Chicken Grilled Stuffed Burrito with one or two soft shell beef tacos. Mmmmm. I’m looking forward to Taco Bell for lunch tomorrow. Thanks for suing them! Now my burrito’s are gonna cost me more. Idiots.
Report Post »Darmok and Jalad at Tanagra
Posted on January 29, 2011 at 1:26am@silentwatcher
Report Post »I do eat raw meat, its called sushi, very tasty, with wasabi.
Rowgue
Posted on January 29, 2011 at 1:47am@WHOSTOLEMYPIG
Silicon Dioxide is in everything you eat. It occurs naturally in all foods and is an essential part of our diets. It’s just as important as calcium for maintaining proper joint and bone health. It’s an essential building block for the human body. Collagen contains large amounts of silica and without being replenished collagen breaks down and accelerates the aging process.
You clearly love a good conspiracy theory, but this one is akin to screaming that they’re putting vitamin D in milk.
Report Post »touch
Posted on January 29, 2011 at 1:53amYou have to try the extra spicy el Chihuahua, it’s over the top man!
Report Post »Jackers
Posted on January 29, 2011 at 6:40amAll I can say is, “Where’s the beef?“ and ”The Proof is in the Pudding”…
Report Post »streetrodder
Posted on January 29, 2011 at 7:43amAnother law suit in Ca. First Mac Ds now Toca Bell. Sounds like a busines friendly state. What fast food chain is next?
Report Post »KICKILLEGALSOUT
Posted on January 29, 2011 at 9:41amAnother Commie trying to make a few dollars bringing down a successful American company!
Report Post »J.C. McGlynn
Posted on January 29, 2011 at 1:11pmThis is the equivalent of Mcdonalds being sued for the quarter pounder loosing 1/2 oz of weight due to fats being cooked off.
Report Post »