Taco Bell’s certified-vegetarian menu could win me back

Taco Bell logoSurely, you’ve heard the jokes – or made up your own.

Q: Why did the chicken cross the road?
A: Because there was a Taco Bell on the other side.

Q: What do you do after placing an order at Taco Bell?
A: Look the cashier in the eyes and say, “We never had this conversation.”

Or maybe when you heard Taco Bell’s former slogan “Run for the border,” you snickered and said “Run for the bathroom.”

Now, the company once famous for its talking Chihuahua mascot has taken a decidedly serious move. On Thursday, it announced a certified vegetarian menu, thus laying a claim as the first quick-serve restaurant to do so.

Among Taco Bell’s announced veggie items are the Cantina Power Veggie Bowl and the 7-Layer Burrito. The 35 ingredients that constitute the 13 all-veggie items also are certified by the American Vegetarian Association, and some of those ingredients can be swapped out to make the meals vegan.

All items are available now at each of Taco Bell’s 6,000 restaurants nationwide.

This matters to me because Taco Bell once was my fast-food place of choice. Their bean burritos and tostadas were better than typical fast fare, were less expensive, and they fit nicely into my family’s veggie-only lifestyle.

“We get it – being a vegetarian can be tough when you go out to eat,” Taco Bell CEO Brian Niccol said in Thursday’s news release.

But not long after the chain trotted out Gidget, the Chihuahua star of its “Yo quiero Taco Bell” promotion in the late 1990s, Taco Bell’s image went to the dogs.

In 2000, Taco Bell, a subsidiary of Yum! Brands Inc., was swept up in a Kraft Foods recall of taco shells made from genetically altered corn. In 2006 and 2007, it was accused of having unsafe sanitation practices after customers were sickened by E.coli contamination traced to lettuce and spinach in some meals.

And in 2011, the chain battled accusations that its seasoned beef was less than 40 percent real beef. (Not that I had a beef with their beef, but the controversy planted doubts in many consumers’ minds about the authenticity of other ingredients.)

By catering to a veggie crowd – and with an AVA-certified menu at that – Taco Bell may be taking additional steps toward putting all that bad news behind it, and maybe win me back as well.

If the Chihuahua trots back out, however, watch me trot away and never return.

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