Taco Bell Offers Discounts on Lettuce-Free Items Amid Cyclospora Outbreak
The fast-food chain is using promotions like a $1 Mexican pizza to entice customers back after a foodborne illness outbreak.
Taco Bell is rolling out discounts on several menu items, including a $1 Mexican pizza, as the company seeks to rebound from a decrease in customer traffic following a multistate cyclospora outbreak. The outbreak was linked to shredded iceberg lettuce supplied by Taylor Farms and sourced from central Mexico.
The U.S. Food and Drug Administration (FDA) identified the lettuce as the likely source of the outbreak, which saw cases begin to surface in May. While a later laboratory test on a lettuce sample returned a false positive, the FDA maintained that its epidemiological evidence supported a recall of the affected lettuce. Nine states reported cases of cyclosporiasis, an illness caused by the cyclospora parasite, that were linked to Taco Bell.
Taylor Farms voluntarily removed all iceberg lettuce sourced from central Mexico from the U.S. market. Taco Bell announced in mid-July that it had completed the removal of the affected lettuce from its restaurants. Since July 13, foot traffic at Taco Bell locations has reportedly declined.
Shares of Taco Bell's parent company, Yum! Brands, have fallen nearly 10% since July 10, according to reports. In response to the outbreak and its impact, Taco Bell has been offering discounts on menu items that do not contain shredded lettuce.
Recent promotions have included the fan-favorite Mexican pizza for $1, along with $1 deals on Enchiritos and regular nacho fries for rewards members. These items were specifically highlighted as being lettuce-free.
Taco Bell CEO Sean Tresvant addressed customers in a letter posted on LinkedIn, expressing gratitude for their support. The company also shared supportive customer messages on social media, with many users noting their appreciation for the lettuce-free promotions.
Reactions on social media to the $1 Mexican pizza promotion have been largely positive, with some users humorously acknowledging the menu item's lack of lettuce as a benefit in light of the outbreak. Other customers have expressed unwavering loyalty to the brand, regardless of menu ingredient issues.