Taco Bell offers $1 deals to win back customers after cyclospora outbreak

Investing.com -- Taco Bell is selling a cheese-covered stuffed tortilla without lettuce for $1 as the chain works to recover from a parasite outbreak that drastically lowered customer visits.

Customer traffic at the company's U.S. locations dropped after health authorities linked cyclospora infections to shredded lettuce from supplier Taylor Farms that was sold at Taco Bell in multiple states. Trust in Taco Bell declined after the news became public, with more diners saying they trust the brand "not much" or "not at all" in polling conducted by research firm Morning Consult.

The chain is promoting the discounted items through social media posts and advertisements that feature customer comments including "You're my ride or die" and "We ain't mad at you." Taco Bell is selling Enchiritos for $1, reduced from approximately $4.29, and regular nacho fries for $1. According to the company's website, the promotion aims to "show how much we appreciate you."

Shares of parent company Yum are down more than 9% since July 10, the day before authorities officially connected Taco Bell to the outbreak.

Taco Bell removed all affected lettuce from Taylor Farms from its locations, with some restaurants acting before public health authorities identified the supplier. On Monday, Taco Bell CEO Sean Tresvant addressed customers on LinkedIn, promising to "be transparent about what we know and what we are doing next."

"We aren't entitled to your loyalty," he said. "We earn it one meal at a time."

You May Also Be Interested In

• Alphabet Sees FY26 Capex $195B To $205B, Saw $180B To $190B
• Fast food restaurant stocks fall after FDA issues new cyclospora alert
• Jefferies Downgrades Henry Boot Plc (BOOT:LN) to Hold