In a move that takes well-seasoned aim at a simmering surfeit of questionable press leveled against its integrity in recent months (remember the accusation that the company is lying by even calling its ground beef “meat”?), Taco Bell is giving tacos away for a week. Proclaim “taco libre” inside one of the 204 Canadian Taco Bell locations between 3pm and 6pm on April 7 to 13, and you’ll be rewarded with a taco without being asked for a dime in exchange.
“We thought we’d set the record straight,” Dan Howe, chief marketing officer for the company that owns the brand in Canada, has said of the promotion. "We stand behind the quality of our beef, and want to share the facts with Canadians.”
In other Taco Bell news, Priszm Income Fund, which owns more than 400 Canadian KFC, Taco Bell and Pizza Hut franchises, has been granted bankruptcy protection as it takes steps to sell 231 of its fast-food eateries to U.K.-based Soul Restaurants Canada Inc.
Priszm's trustees and directors, meanwhile, including executive chairman John Bitove—the prominent Toronto businessman who founded the Toronto Raptors and is chairman of Mobilicity—have resigned.
And a disgruntled Taco Bell customer in San Antonio, Texas, fired an air gun at an employee and then discharged a semiautomatic assault rifle at police officers in March, when the clerk told him the price for his beloved Beefy Crunch Burrito had risen 50 cents to $1.49 per. The enraged Mexican food fan was eventually lured from the hotel room in which he later barricaded himself with tear gas. No word yet on the guy’s impression of prison food.
Ay yi yi.