Where's the Beef, Taco Bell?

The Story

Taco Bell is under fire for misrepresenting its taco meat.  A class action lawsuit claims that the company is falsely advertising their beef, which does not meet USDA standards and contains too many non-meat ingredients in their "meat mixture": "water, wheat oats, soy lecithin, maltodrextrin, anti-dusting agent and modified corn starch."

In response, the company says that their meat is FDA compliant and 88% beef, rather than the 35% that the suit claims. 

Discussion Starter

  • In his video message, how does Greg Creed use logical arguments, emotional appeals, and credibility described in Chapter 7?

Assignment Ideas

  • Read the company's written statement in response to the lawsuit.  In small groups, discuss what you think is most and least effective about this message.
  • Write a memo to Greg Creed assessing Taco Bell's response to the lawsuit.  Consider all company messages as well as the timing of each.  Include your advice for handling bad news in the future.