I can’t make this stuff up, see for yourself…
Taco Bell is calling it a “Frescolution,” an attempt to harness the popularity of the nation’s most sought after New Year’s decree. They are not the first company that’s taken a timely stab at turning a profit in Q1. Remember McDonalds limited-edition “Go Active!” Meals, Pizza Hut’s “Fit N Delicious” line, Starbuck’s Skinny Latte and Dunkin Donuts egg-white Wake Up Wraps? They all were taking a novel idea and infusing it into their menu. Let us all agree that every fast food joint can stamp their claim to a healthier lifestyle on a short list of menu items. This is the type of better choices movement that makes health educators like me blush. But, there seems to be a fundamental problem.
I caught my first live glimpse of this commercial during the College Football National Championship game. It came about three advertising breaks after Taco Bells commercial advertising the 79 cent seven layer burrito, which coincidently has 510 calories and 18 grams of fat. This compliments the recent FOURTHMEAL campaign that encourages patrons to seek out a “Melty, Crunchy and Spicy” indulgent after a long night on the town. Are you beginning to identify the inconsistency? The same company that’s given us the Jared-like epiphany to fast food dieting has loaded our mind with the irresistible opportunities that will present themselves when we are greeted at the Drive-Thru window. The dopamine must be running wild in the convenience lobe of our brain.
It’s not the nutritional content of the Fresco Menu that I’m concerned about. In fact, the only drawback to the seven items seems to be the strangle-hold the 1500 milligrams of sodium would put on your heart. I am worried that our palate has a hard time resisting the urge to order just one. Or that when the common fast-food junky approaches the window the lure of the under-a-dollar menu might tempt them into a changing their game-plan.
What did you think of the commercial? Would you be able to eat responsibly at a Taco Bell?
In some respects, I am pleased to see "better" choices on fast-food menus. For someone like me who only enters a fast food joint on the off-chance I don't pack food on a long-distance road trip, having the option to choose a slightly better food option is nice. However for those who think "healthy" fast food is their ticket to weight loss, this will never work. Like you said Adam, there is just too many contradictions on their menus: fourth meal, super sized portions, the regular "favorites" that are just not good for you. I just see it as another marketing/PR scheme to get more of us through their doors.
ReplyDeleteI agree! Let's face it - when most of us are heading through the drive-thru, we aren't focused on choosing a healthy meal. It's usually when we have run out of time, ideas and the ability to make the 'best' decision. It's great that they are offering 'healthier' options - but unfortunately for most - it won't have a chance next to the half pound beefy, cheesy melt.
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