Link to my article
http://adage.com/article?article_id=141285
While the article main point is about how taco bell is taking a jab at subway's iconic Jarred effort it really shows how dieting can really create a positive or negative image in the media for your resturant . So taco bell has put seven new items and even have Ms. Dougherty to push there new web and tv infomercials. well thats all good but what has it done for there social image and how does it relate to social media. well according to zeta buzz which mines blogs, message boards and social media postings to measure buzz about a subject has found that taco bell's rating has dropped six points after launching the diet. while volume of posts increased 44 %, the tone has become more negative. Prior to launch, posts were 73% positive, putting it ahead of other chains such as Subway, Wendy's, and Domino's. Now taco bell is down to 67% and ranks below White castle,Blimpie and Arby's which rank among the lower tier. Also three words are associated with Taco bells campaign which have been fat, stop, and joke. Taco bell is still very serious about this campaign of dieting and is now using NBA's Portland Trail Blazers on board to lend credibility. The question is will it change the publics perception of taco bell to back where it once was...
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I think this is was a great attempt to try and meet consumer demands, especially with the buzz of being health conscious nowadays. But it just seems like another idea gone wrong. TacoBell has never been known to be even remotely close to a health conscious establishment. I think it was a bad idea from a managerial perspective because they should have looked at their core values, and just in a sense stick to their guns. The failed attempt not only affect their business but had a bloggers had a field day upon this attempt. Some were a fan, and some never gave it a chance. But you can't fault the company for trying to meet consumers' demands. That's what you are supposed to as a business, you must be able to adapt to current times. The company must try to find trends to ride and help boosts not only sales but also the positive aspect of their social media. They didn't do anything wrong, but trying to mirror Subway and their "Jared" commercials is not looking like the smartest of ideas. Hopefully the company will be able to meet new consumer demands but still be able to manage a positive social media outlook upon their company.
ReplyDeleteTaco bell has definably dropped the ball with this ad campaign. I am a complete fan of taco bell, and when I go to this fast food restaurant, I go to indulge myself in the grossest fattening greatness of their food. I can completely understand why “Taco Bell's buzz rating has dropped six points after launching the diet. While volume of posts increased 44%, the tone has become more negative.” I don’t think the CEO’s of the company realized that the market that that have been able to control does not want to be told that the food they are eating is not good for them. If they had made a different ad maybe saying that they have an alternative, for when families go and one of them does not want the normal taco bell food, this marketing campaign could have been perceived differently. With regards to bringing on a nutritionist, they are now trying to piggy back subway instead of throwing in the towel and saying they messed up; Coke did it when they changed there recipe I think they should now.
ReplyDeleteI think that this article is very good. The article shows where quick service establishments my or then again may not go in the near future. This can be seen as the keystone for an entire industry leading the forefront from Taco Bell. The Key point that I liked in the article is that of using a NBA team to help spread the word. Back when the Dream team of basketball was together for the Olympics McDonalds jumped on this opportunity to push there products. I think Taco Bell is trying to put the right food forward in many average consumers eyes. However is this just another ploy to boost sales and bolster the bottom line of a company that is in an already saturated marketplace? This article as I have stated before seems to be showing the ideals of a company in their pursuit to change the image of how non traditional "would be" customers view their food. Gaining new customers will be benifitual, selling them on the healthy alternatives of Taco Bells menu, marketing fizz. This was a cool article.
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