• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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A healthy Taco Bell is not believable

If you look at the fast food marketplace, the brands – McDonalds, Burger King, Wendy’s, Taco Bell, etc., – are in chaos.

And that’s being kind.

They are fighting with every last bit of strength to reposition themselves in the marketplace as sales are dwindling.

McDonalds, for instance, is offering its breakfast menu all day. Now, you can get that Egg McMuffin as a midnight snack, which I’ve described as just a Band-Aid.

The new move by Taco Bell.

The new trend in fast food is to provide food that’s healthier for you than what chains normally offer, even though studies have proven that consumers usually still opt for the fatter foods. In fact, the main problem is that fast food chains don’t have the permission to be accepted as healthy by consumers. Even McDonalds failed to gain traction going that route, potentially damaging its brand.

Healthy Taco Bell
Yeah, cage-free eggs will make this healthy.

Taco Bell has now announced it is committed to using cage-free eggs in the menu items at all of its 6,000-plus restaurants by this time next year. Let’s just assume that cage-free eggs are healthier, does the Taco Bell customer care? More importantly, will the cage-free eggs get someone who thinks of Taco Bell food as worthless crap into the store?

I feel resolute in my belief that one will never believe in a healthy Taco Bell. No amount of cage-free eggs will change my assumption nor the assumption of many others.

When you order a Biscuit Taco Combo, does it matter what kind of egg you’re eating? Nope. Each bite of that 870-calorie monstrosity isn’t anywhere near being healthy. Don’t fool yourself.

Think about this: The fast riser in the industry is Hardee’s (or Carl’s Jr., depending on where you live). It has positioned itself as the opposite – “Eat it like you mean it” – and it’s doing wonders for the brand.

I’m not saying others should follow that example, except that the message is a brand one. Cage-free eggs is a menu item and chains that attempt to out-menu their competition will find themselves changing to something else down the road.

One thought on “A healthy Taco Bell is not believable

  1. McDonalds, Burger King, Wendy’s, Taco Bell and especially KFC (who decided to hire an SNL Alumni?) are finally feeling the current shift in the american diet. It’s not a huge sacrifice to avoid going to these places. Free Range Chicken Eggs are not going to save Taco Bell or any of them. There are now too many places like Panera Bread or Chipotle Mexican Grill, Inc. and even these places are not exactly healthy. They are just not screaming in your face with crispy, crunchy, saturated fat and fried potatoes. My own kids stopped going (by their request) to fast food places after seeing films like “Super Size Me” It had a real impact on their food choices.

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