Key facts
- Taco Bell will sell Enchiritos for $1 on Friday, July 21.
- The promotion is available while supplies last at participating locations via the app or website.
- The Enchirito is a lettuce-free menu item.
- The FDA linked shredded iceberg lettuce served at Taco Bell to at least 1,644 cyclosporiasis cases.
- Foot traffic at Taco Bell declined following news of the outbreak.
- Yum! Brands' stock price fell significantly after the FDA's announcement.
Taco Bell is offering its Enchiritos for $1 on Friday, a promotion aimed at drawing customers back following a significant E. coli outbreak linked to its iceberg lettuce. The fast-food giant announced the deal after the FDA reported that shredded lettuce served at Taco Bell restaurants in five states was connected to at least 1,644 cases of cyclosporiasis between May 13 and July 13.
The promotion, available while supplies last via the company's app or website between 8 a.m. and 11:59 p.m. PT, features a menu item that is intentionally lettuce-free. Enchiritos typically cost between $3.99 and $4.29.
Data from location intelligence firm Placer.ai indicated a drop in foot traffic at Taco Bell and other restaurants where lettuce is a staple following news of the outbreak. The stock price of Yum! Brands Inc., Taco Bell's parent company, fell from a five-month high of $167 on July 7 to $147 on July 17, the day after the FDA's announcement.
Sean Tresvant, CEO of Taco Bell, expressed gratitude to customers for their continued support during the outbreak via a LinkedIn post. He stated that the company would prioritize safety and transparency moving forward. Taylor Farms, the lettuce supplier, has faced criticism for its communication regarding the outbreak, with PR experts suggesting its approach added to the confusion.