Thursday, July 10, 2014

Can Taco Bell Cook Its Way Out of Last Place? (And Should It Even Try?)

www.tacobell.com The munchers have spoken, and Taco Bell isn't going to like what it's hearing. A recent Consumer Reports poll asked its readers to chime in with their opinions on the quality of signature items at leading fast food restaurants. It got an earful as more than 32,000 offered up their thoughts on more than 96,000 meals across 65 chains. The most magnetic headline of the report was that McDonald's (MCD) burgers ranked dead last among the 21 largest burger flippers in the country. However, Yum! Brands (YUM) -- the parent company of KFC, Pizza Hut and Taco Bell -- got a double dose of bad news when KFC ranked eighth and worst on the list for chicken, and Taco Bell stumbled into a last-place eighth out of eight competitors in the burrito category. The Fine Cuisine-Cost Conundrum It's not necessarily ironic that the country's largest burger, fried chicken and Mexican chains ranked last in the Consumer Reports taste test. It makes sense. These chains tend to offer cheaper fare than their rivals, and part of that is a byproduct of lower spending on ingredients. Despite the advantages of buying in massive bulk, one should never expect the raw materials that go into a $1.49 Beefy 5-Layer Burrito at Taco Bell to be in the same category as those that go into a $6 burrito at Chipotle Mexican Grill (CMG). There's also something to be said about the old adage that familiarity breeds contempt. The well-known top dogs will always be the easiest targets. However, Taco Bell still needs to be careful. It used to be a compliment to be mentioned in the same breath as McDonald's, but these days, it's disparaging. People Still Want Their Gorditas Taco Bell can point to recent performance to prove that it's not being shunned by diners (relatively speaking) in the same way that McDonald's is. Outside of an unusual dip in its most recent quarter, Taco Bell has mustered positive comparable store sales pretty consistently in this country over the past couple of years. That hasn't been the case for McDonald's, which is coming off of three consecutive quarters of negative comps in the U.S. Taco Bell should be able to turn things around for the quarter that ended in June. We'll find out how it held up later this month when Yum! Brands offers up fresh financials, but the late March arrival of the Waffle Taco and June's addition of the Quesarito likely resulted in a healthy uptick in traffic.

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