Taco Bell's Response to Lawsuit

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Recommended: Importance of communication in crisis

Unexpected Event

In January 2011, a class action lawsuit was filed against Taco Bell, alleging the restaurant chain used more meat fillers than real ground beef. Specifically, the suit claimed Taco Bell’s products were made with “taco meat filling,” which consisted of extenders and other non-meat substances. The complaint further pointed out that Taco Bell not only misled consumers but also violated federal requirements by labeling “taco meat filling” as beef. This incident was unexpected as Taco Bell was not informed before the lawsuit was publicized. In addition, the “beef fiasco” made national headlines and could seriously tarnish the Taco Bell brand.

Taco Bell’s response to the “meat filling” charges was quick and direct. In an attempt to reassure both the customers and employees, Taco Bell launched an advertising campaign explaining the ingredients in its ground beef. The following analysis will discuss how Taco Bell used integrative thinking to combat the bad press and how the company applied Weick and Sutcliffe’s five HRO principles to reverse the negative sentiments generated by the lawsuit. I will also suggest small wins for Taco Bell in regards to the functionalities and implementation of the five HRO principles in order to manifest a more mindful and sustainable infrastructure in the wake of this event.

Integrating IMC 457

Taco Bell could choose to remain silent in response to the charges and had its attorneys to negotiate on its behalf. However, silence from the company would mean to reluctantly agree with the accusations. Or, Taco Bell could stay aggressive and took legal action against the plaintiff for making allegedly false statements about its products. The implied trade-off here would be the risk of inviti...

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...the five HRO principles must be implemented at all levels to develop a state of “mindfulness” and to meet customers’ expectations.

Works Cited

1. http://adage.com/article/news/taco-bell-launches-ad-campaign-response-lawsuit/148552/

2. http://www.prdaily.com/crisiscommunications/Articles/7297.aspx

3. http://www.prdaily.com/crisiscommunications/Articles/PR_crisis_averted_Lawsuit_targeting_Taco_Bells_bee_7980.aspx

4. http://mashable.com/2011/01/28/taco-bell-social-media-crisis/

5. http://abcnews.go.com/Health/Wellness/taco-bell-defends-beef-legal-action/story?id=12785818#.T6r9046nS8U

6. http://www.mrmediatraining.com/index.php/2011/04/22/taco-bells-great-crisis-management/

7. http://ww2.crisisblogger.com/2011/01/taco-bell-if-there-beef-is-as-good-as-their-crisis-management-theyre-looking-good/

8. http://www.coneinc.com/taco-bell-manages-beef-crisis

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