Taco Bell Case Study

Taco Bell’s new slogan “It’s Fast, It’s Cheap, It’s 88% Beef” reinforces the idea that their products use real meat in order to confront recent reports that their meat is synthetic. This creates the idea of authenticity and uniqueness among fast-food restaurants. But beef is highly expensive in stores so how can Taco Bell sell it cheaper? While in 1962, when the company began, it was acceptable if beef was 88% now consumers care about whether or not if beef is real. Taco Bell’s narrative, that it uses real animal products and it thus a legitimate restaurant, suggests that customers get exactly what they pay for, real and not fake food, and a real and not fake dining experience. However, since TB supplies no proof that there products feature authentic food; it seems they engage in false advertising to sell a fake image.

Besides Taco Bell’s newly shaped menu and 88% beef, its appeal is based off of the impression that the building, the food, and advertising gives itself. The new menu is used to draw attention from customers. It gives off the impression of a hot atmosphere with a little bit of coolness. Some new items include the, “Volcano Quesarito Box, “Starburst Cherry Freeze,” and “Starburst Strawberry Freeze.” They use the word “volcano” to suggest a literal eruption of hot flavor happens when you order that item. Similarly, the word “Starburst” evokes ideas of cherries and strawberries bursting in your mouth with a sense of flavored smell. They have a slogan for the two different freezes that says “Team Red or Team Pink?” Team red refers to the Cherry Freeze and Team Pink refers to the Strawberry Freeze. These items overall can appeal to adults, children/teens, and even the elderly who just want an icy on a hot humid day.

Taco Bell cleverly uses Spanish language words to foster the idea that their food is authentically mexican in origin which in turn appeals to both americans who want that authenticity and to spanish speakers. Another segment of the website includes where Taco Bell says “we’re feeding people's’ lives with mas`” and that they mean it. Their food is precisely bold and ignites passion. The terms “Like Más,” is a spanish word which Taco Bell uses to contribute a sense of mexican nationality and flavor. Also, they are giving the impression that if you want to live longer you should eat their authentic mexican food. Taco Bell using the spanish term “Más” can attract mexican people but with them being mexican they already know what their food actually looks and taste like. Más is referring to food itself. This slogan by Taco Bell is rhetoric because it is claiming something that is not true. Their menu options are terms used in the spanish heritage such as “Burrito, Taco, and Quesadilla.” With this being said, certain items from Taco Bell can appeal to Mexican or Spanish people.

When you click on Taco Bell website, their color scheme is very bold and bright. Once you go to the “food” tab, there is a item from their menu with a variety of colors. It has bold red tomatoes, gooey glistening cheese, and creamed colored triangle shaped taco shells. The color red gives off the impression of hunger. The colors Orange, Red, and Yellow are usually affiliated with fast foods restaurants. Colors in general can interpret emotions and give off meanings. For instance, the bolder the color of an item, the quicker it will catch an individual attention. Although Taco Bell uses multiple colors on their website, their dominant color seems to be purple. Their color scheme does fall into their category of authentic mexican food and any other items they sell that may seem mexican.

Something new has appeared on the Taco Bell website. They have an animation of an phone with the saying,”The New Taco Bell Is Here.” This slogan interprets that Taco Bell now has an app where you can look at their menu and even order what you want for pick - up. This will gain customers attention because it can keep them from having to wait in the drive - thru or even go inside to order. All they have to do is download the app from an app store and continue with their process. This is way for them to make more money as well. It is also somewhat easier for customers and employees.