Taco Bell is betting a buck can buy back your love.
The fast-food giant rolled out $1 lettuce-free enchiritos - "for the ones who've been riding with us," as the company put it - a peace offering to customers who bolted after a cyclospora outbreak was traced to lettuce served at its restaurants, the New York Post reports. The enchiritos normally run $4.29. Regular nacho fries, usually $2.89, also went to a dollar for orders placed through the company's app.
The deal ran for one day.
The chain, never one to skip a chance at cheeky marketing, hyped it on social media alongside gushing customer testimonials. The dollar deal is "just to show how much we appreciate you," the company cooed on its website.
The promotion arrived the day after CEO Sean Tresvant went on LinkedIn to make a rather different kind of appeal. "We aren't entitled to your loyalty," he wrote Tuesday. "We earn it one meal at a time." He pledged to "be transparent about what we know and what we are doing next." Twenty-four hours later, the company earned it at 77% off.
The Numbers Behind The Discount
Behind the warm and fuzzy promo is a brand in serious trouble.
Foot traffic at Taco Bell's U.S. restaurants fell 20% below its daily average for the year on July 16, according to nationwide data from Placer.ai cited by CNN
