Finally, a fast food chain with a conscience


How refreshing to see a fast food chain finally step up to the counter and do the right thing! Recently, Taco Bell announced it would remove ALL kids’ meals from their menus.

That’s right, Virginia, we’ve lived long enough to see bad food do good.

Acknowledging the overwhelming evidence linking fast food (and its evil cousin, sugar-loaded soda) to childhood obesity, Taco Bell has outflanked, outsmarted and out ‘niced’ McDonald’s, Burger King, Wendy’s and other competitors who aggressively market, and sell, their artery-clogging fare to little kids as soon as the latter are able to pronounce the words trans-fatty acids.

The Taco Bell move preceded a report yesterday linking soda and diet soda to childhood diabetes.

Make no mistake, though: Taco Bell plans to continue to fatten-up the rest of us. They recently introduced a horrific, 24×7 concoction called The Fourth Meal, that is aimed at late night partying, exam-cramming college students.

Still, I salute TB for laying off our nation’s little kids.

Meanwhile, global market leader Mickey D continues its cradle-to-grave policy of luring tykes into a lifetime of lard by handing out toys, building playground-equipped restaurants and, of course, using a clown as its corporate mascot.

Let’s call it like it is: A Happy Meal is like heroin to an unsuspecting kid.

So, you go, Taco Bell. Hopefully, other fast food chains will follow your lead. But, I have no hope for the soulless folks at McDonald’s. I’m only surprised they haven’t already developed an infant’s formula that mixes fries, burgers and milkshakes:

“So, let me repeat your order. That’s five Big Macs, five large fries, five supersized Cokes and a McTyke for that adorable baby of yours, correct?”

And a tip o’ RepMan’s Met’s cap to Peppercommer Ray Carroll for suggesting this topic.

9 thoughts on “Finally, a fast food chain with a conscience

  1. How nice to hear from you, No Mas! Hope things are going well for you in the enemy camp. As for Taco Bell, the kids’ menu move may indeed have been “cooked up” by PR types. Regardless, it’s a good thing. A very good thing. Hope to see you on a Greyhound bus headed my way soon.

  2. Nice post, and ever so timely as always. An interesting move by Taco Bell, for sure. I have to wonder, noting Ray’s mention that kids’ meals account for only half a percent of sales, if the move was altruistic in nature – or if it was a creative spin by corp. comms and agency counsel types. I wouldn’t be surprised if the removal of the kids’ menu was initially a cost-cutting measure that they were able to turn into a positive message.

    For me, my visits to fast food joints are rare, but when I go, I will sometimes order off the kids’ menu to help with portion control. Lord knows there is none of that going on with the regular menu.

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  5. Have to mention that Taco Bell’s kids’ meals accounted for only half a percent of their sales. That being said, I find this move strategic because it demonstrates corporate responsibly and positions their brand as an industry leader in addressing childhood obesity.

    I cannot help but wonder whether they’d still be using the child-friendly chihuahua mascot had they won litigation.