Taco Bell is reviving the Enchirito for $1 as part of an effort to regain customer trust after a cyclospora outbreak connected to its restaurants sickened over 11,500 people across 41 states.
The chain experienced a sharp decline in foot traffic following reports that tied the outbreak to shredded lettuce supplied to its restaurants from Taylor Farms. The source of the outbreak has since become murky following the FDA’s false positive classification. A look at social media sites indicates a massive shift in blame away from Taco Bell and toward Taylor Farms and the federal organizations charged with swiftly identifying a source in the interest of public health.
CEO Sean Tresvant has thanked Taco Bell’s customers for sticking by the chain, which is also offering them Enchiritos for $1 as a sign of appreciation for their loyalty.
Outbreak fallout lingers despite shifting blame
When news of the outbreak hit about two weeks ago, Taco Bell bore the brunt of the headlines, which has impacted business. Social media discussions now focus blame on the supplier and federal agencies for the delayed response.
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Fast-food chains have faced similar crises before. Chipotle dealt with an outbreak in 2015 after E. coli and norovirus cases were connected to its restaurants. That company spent years restoring confidence, including updating food safety measures and launching transparency initiatives. Taco Bell’s response has been less focused on corporate messaging, instead emphasizing customer appreciation.
The financial impact remains clear. Foot traffic data shows a drop in the weeks after the outbreak. While the $1 promotion may help, it addresses only the immediate issue, not the long-term challenge.
Competitors are closely observing the situation. The fast-food industry has seen an increase in food safety incidents in recent years, with outbreaks tied to produce like romaine lettuce and raw onions. How chains handle these events—whether through discounts, transparency, or menu adjustments—can influence customer trust for years.
Taco Bell’s approach may set a precedent.
