Taco Bell’s latest plan to win back customers: $1 Mexican Pizzas

Last week, Taco Bell offered $1 Enchiritos in a bid to win back customers after experiencing a double-digit traffic decline following an ongoing cyclospora outbreak sourced back to lettuce supplied to the chain by Taylor Farms.

This week, it’s breaking out an even bigger gun — offering its signature Mexican Pizza for $1 on July 28 only. The deal is available in-store or via the Taco Bell app or website while supplies last with a limit of one Mexican pizza per transaction. The Mexican Pizza is one of the chain’s best-selling items.

The Mexican Pizza typically retails for about $5.69 in the Louisville, Kentucky, market.

Additionally, customers who join the Rewards program can claim a medium drink for $1 on July 28.

In a message posted to its app, Taco Bell said it is “beyond grateful for you,” a nod to consumers for their support amid the outbreak in which the chain has borne a brunt of the headlines.

Following initial reports of the outbreak, foot traffic at Taco Bell fell by 18.1% on July 15 and nearly 31% on July 17 compared to the day-of-week average from Jan. 1 through July 6 and according to Placer.ai data.

Since then, however, social media discussions have shifted the blame away from Taco Bell and toward Taylor Farms, according to analytics company PeakMetrics.

CEO Sean Tresvant leveraged this shift last week with a message on LinkedIn thanking the company’s fans for their loyalty through the crisis.

“We felt the love. Through the posts. The comments. The stories. We saw them all. The community that said, ‘we've got you.’ The fans who said they ‘can't quit us.’ We appreciate every bit of that energy. Thank you.

“Our fans reminded the world that Taco Bell is a part of your stories, your routines, your celebrations, and the everyday moments in between. We aren’t entitled to your loyalty. We earn it one meal at a time.”

Taco Bell’s Mexican Pizza was brought back in late 2022 as a permanent item after a long hiatus. The product’s return helped drive an 8% sales lift at the chain that quarter.

Despite the significant short-term impact from the cyclospora outbreak, some analysts believe the damage to Taco Bell is unlikely to last long, noting that the company has made the right moves with swift action to remove affected lettuce and public communication. Yum Brands reports its second-quarter results July 30, which will likely provide more color on the impact the outbreak has had on Taco Bell.