Taco Bell Corporation; Where’s the Beef?

Authors
Roper, C., Samikkannu, D., and O'Rourke, J.S. (Editor)
Region
North America
Topic
Strategy & General Management
Length
8 pages
Keywords
lawsuit
Communication
business communication
reputation
damaged reputation
Copyright Holder
Notre Dame
Student Price
$4.00
Target Audience
Graduate Students
Undergraduate Students

Taco Bell was served with a lawsuit on January 19, 2011 alleging the restaurant chain’s taco mixture does not contain enough beef to meet USDA requirements of ground beef. The company’s initial reaction was to include full-page newspaper ads in local and national newspapers headlined, “Thank you for suing us.” However, this is just the beginning of Taco Bell’s efforts to communicate the truth and repair its damaged reputation.