One California consumer's brought a false-advertising suit against the chain, objecting to its claims to serve "seasoned beef," and alleging the product contains merely 15 percent protein. In response, Taco Bell's contemplating plans to countersue and is defending its product by taking out full-page advertisements in prominent newspapers today.
The ad, titled, "Thank you for suing us. Here's the truth about our seasoned beef," includes the following statement:
The claims made against Taco Bell and our seasoned beef are absolutely false . . . We start with USDA-inspected quality beef (88%). Then add water to keep it juicy and moist (3%). Mix in Mexican spices and flavors (4%) . . . Combine a little oats, caramelized sugar, yeast, citric acid, and other ingredients that contribute to the flavor, moisture, consistency, and quality of our seasoned beef (5%). We stand behind the quality of our seasoned beef 100% and we are proud to serve it in all our restaurants. We take any claims to the contrary very seriously and plan to take legal action against those who have made false claims against our seasoned beef.
Since the chain's quarterly earnings will be released next week, a full-page ad — despite its six-figure price tag — is probably necessary. Do you buy Taco Bell's claims, and will you be buying its beef again?