Taco Bell has launched its new advertising campaign, the first for its Fresco menu options.
In addition to the restaurant’s regular menu board, drive-thru customers will now also encounter the “Drive-Thru Diet Menu,” as announced in a press release. The menu highlights seven items that all consist of nine grams of fat or less. This group of tacos and burritos all come with Taco Bell’s exclusive blend of diced tomatoes, white onions, and cilantro — Fiesta Salsa — in place of cheese and taco sauce.
Taco Bell has offered Fiesta Salsa for the last six years, but only as an optional replacement; before now, it has never come standard on any items and has never been mentioned on the drive-thru menu. In order to make its Fresco selections more widely-known, Taco Bell unleashes the “Drive-Thru Diet Menu” in concert with new television and social media advertisements and a website featuring Christine Dougherty, a frequent Taco Bell customer who claims to have lost 54 pounds with the help of Taco Bell’s Fresco menu items.
ABC News has published an article that tempers much of the excitement generated by the new website, DriveThruDiet.com. The article carefully highlights the fine print, pointing out that Dougherty lost the weight over two years and did so utilizing a comprehensive weight-loss program, of which Taco Bell was only a small part. It also notes the restaurant’s own disclaimers, including one stating that “Drive-Thru Diet is not a weight loss program,” as well as quotes nutritionists and diet experts who have evaluated the new items. These experts all agree that Fiesta Salsa serves as a good replacement to the standard combination of toppings, but note that Fresco menu items contain very little protein and unsuitably high amounts of sodium and calories from fat.
The Drive-Thru Diet Menu can be seen at Taco Bell locations starting today.
Tags: Taco Bell