Taco Bell CEO Sean Tresvant addresses the cyclospora outbreak and offers lettuce-free discounts to regain customer trust.
Taco Bell CEO Sean Tresvant issued a public letter to customers acknowledging the ongoing cyclospora outbreak, which was linked to shredded iceberg lettuce from Taylor Farms. The outbreak, which has affected restaurants in at least nine states, caused a significant drop in foot traffic and a nearly 10% decline in parent company Yum! Brands shares. To mitigate the impact, the chain has completed the removal of all affected lettuce and is offering steep discounts on lettuce-free menu items. These promotions include a $1 Mexican pizza, $1 Enchirito, and $1 regular nacho fries for rewards members. The administration of the brand has noted that while the worst sales hit occurred shortly after the lettuce was pulled, day-over-day sales trends are showing steady improvement. By offering value plays and leveraging digital engagement, the chain aims to recover sales momentum and the positive sentiment of its customers who have remained loyal during the foodborne illness investigation.