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Abstract
Abstract

Taco Bell Corporation; Where’s the Beef?

Roper, C., Samikkannu, D., and O’Rourke, J.S. (Editor)
February 12, 2018
SKU:
BUS-004090
Region: 
North America
Topic: 
Strategy & General Management
Student Price: 
$4.00
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. 8 pp. Case #11-02