Chain Restaurants

Taco Bell

Taco Bell goes "gourmet"


Live your best food life.

Sign up to discover your next favorite restaurant, recipe, or cookbook in the largest community of knowledgeable food enthusiasts.
Sign Up For Free
Chain Restaurants 40

Taco Bell goes "gourmet"

greygarious | Jul 6, 2012 10:40 AM

I heard a story on NPR yesterday about TB's development of menu items that mimic those of Chipotle, in an attempt to widen their customer base. I've only been to the latter once so I don;t have a feel for how good or healthy their food is, though by default it would pretty much HAVE to be better than TB. What ticked me off in this piece was the use of the term "relevant" by one of the TB executives. He repeated it many times - corporate-speak for appealing and healthier. Something along the lines of "we realize that the traditional Taco Bell menu is not relevant for some segments of the American public", In other words, we really don't care that we are selling cheap bombs of salt and fat to people who can't afford better, or who are unaware of, or disregard, the detriment of such food to their health. So we'll keep the crap and just add on some less awful items in hopes of sucking in more white-collar customers. I suppose it's no different than burger chains adding salads and grilled sandwiches, but that venal, cynical use of "relevant" sticks in my craw more than a chalupa does!

Want to stay up to date with this post?