The Burger King taco

Tom Dougherty, CEO – Stealing Share

17 July 2019

The Burger King taco is here, and it’s what you think

The new Burger King taco is arriving for a limited time, so plunk down your one dollar for it. Yes, a taco from a chain with burger in its name.

I know fast food goes down some peculiar paths, but this one takes the cake. If you ever wanted a glaring example of something off brand for a fast food chain, this is pretty much it.

And as you might have guessed, the reviews are terrible.

Let’s take a look.

This is what the Burger King taco supposedly looks like:

Burger King taco

Looks like a decent (albeit fast food) taco to me.

However this is more of the reality:

“With this abomination, what exactly is the Burger King brand? Even if it did have a meaningful brand promise, what about the brand gives it permission for a Burger King taco?”

The Burger King taco is (surprise!) disgusting

The beauty shot of a fast food item never looks like what you actually get. But come on, Burger King, this taco is disgusting. And this is only one of many shots of the taco that will turn your stomach.

There are people at Burger King who actually approved and promoted this. They taste tested it. The chain supposedly makes them using the same equipment and ingredients that would be actually used in the store. After all of that, they still said, “Hey this is good and it embodies the Burger King brand.”

With this abomination, what exactly is the Burger King brand? Even if it did have a meaningful brand promise, what about the brand gives it permission for a Burger King taco?

No fast food chain changes its menu more often than Burger King. It’s always been a sign of desperation. And certainly a Burger King taco represents that kind of dismal thinking.

Fast food is a very competitive business. Burger King actually did it correctly with the introduction of the Impossible Whopper – a meatless burger. This makes sense for a burger fast food chain. (Don’t bring up the Whopperito.) But a taco?

Frankly, I think it is stupid, plain and simple. It’s not on brand – if Burger King even had a brand. One dollar doesn’t actually buy you a Burger King taco. It buys you a pile of dog shit.

See more posts in the following related categories: Fast Food branding

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