Taco Bell is dropping the price on one of its menu items to $1 for a day. And yes, it's lettuce-free.
Taco Bell is offering $1 Enchiritos to regain customer trust and boost foot traffic following a cyclosporiasis outbreak linked to their shredded lettuce. The promotion highlights that the item is lettuce-free, as the company attempts to recover from a decline in sales and stock value.
Why it matters
It illustrates how major food chains use aggressive marketing and menu adjustments to manage public relations crises and health-related financial losses.
Mario Tama/Getty Images Taco Bell is selling $1 Enchiritos after foot traffic dropped in the wake of the cyclosporiasis outbreak . Shredded lettuce served at Taco Bell was linked to cases of diarrhea in five Midwestern states. Lettuce supplied by Taylor Farms was traced back to people who fell ill after eating at Taco Bell. Get your one-dollar bills ready. Taco Bell is rolling out a $1 menu item to try and help people forget about the whole iceberg-lettuce-linked explosive diarrhea ordeal. On Wednesday, the fast food giant announced plans to sell Enchiritos for $1 on Friday. The the offer will be available while supplies last in participating locations, via its app, or website between 8 a.m. to 11:59 p.m. PT. Enchiritos typically cost between $3.99 to $4.29, depending on location. They're a mix between an enchilada and a burrito, and crucially, they're lettuce-free .
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