Taco Bell Corp. today announced a significant partnership with the National Cattlemen’s Beef Association (NCBA) and the Cattlemen’s Beef Board (CBB) in efforts to meet the increasing consumer demand for steak and to introduce a premium “carne asada-style” product — the Grilled Steak Taco.
“Taco Bell is proud to collaborate with the beef industry to bring consumers the delicious taste of the new Grilled Steak Taco with creamy lime sauce,” said John Pain, vice president of food marketing, Taco Bell Corp.
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“The demand for beef has been steadily increasing for nearly two years and we decided that this would be the right time to offer consumers what they’re demanding — with a renewed focus on quality,” he said.
“The Grilled Steak Taco promises to deliver a great taste experience. Beef producers applaud Taco Bell for the introduction of this exciting new menu item. Taco Bell’s commitment to quality and value is meeting consumers’ need for a quality steak item at an affordable price,” said Jane Gibson, director of foodservice marketing for NCBA.
The new Grilled Steak Taco will permanently replace the Steak Soft Taco on the menu beginning Feb. 22, and will be served with cheddar cheese, lettuce, tomatoes and a tangy new creamy lime sauce on a flour tortilla for $1.49.
During the promotion, the beef industry’s Beef Check logo will be featured prominently on in-store signage and national television commercials. “Taco Bell is excited to use the Beef Check logo on advertising and education materials because it shows the beef industry’s support for this product,” said Pain.
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By GlobalDataAs part of its 2001 marketing campaign, Taco Bell will premier a new commercial for the Grilled Steak Taco that will be broadcast nationally on radio and television between Feb. 25 and March 24.
In the 30-second commercial titled “Cow Guys,” four office buddies are enjoying a Grilled Steak Taco bonding session and become so enthralled in the experience that they begin calling each other names like “Steak Tex, Steak Slim, Steak Jesse and Steak Zeke.”
As the guys address each other by these pretend names, two girls who are acquainted with the men walk by and respond to the guys in a puzzled manner.
Taco Bell Corp., a division of Tricon Global Restaurants Inc. (NYSE:YUM), is the nation’s leading Mexican-style quick service restaurant chain with $5.2 billion in system-wide sales. Taco Bell serves more than 50 million consumers each week in more than 7,200 restaurants nationwide.
This foodservice partnership is funded in-part through the national beef checkoff, which is administered by the Cattlemen’s Beef Board.
This 110-member board is appointed by the Secretary of Agriculture to oversee the collection of the $1-per-head checkoff, certify state beef councils, implement the provisions of the Federal order establishing the checkoff and evaluate the effectiveness of checkoff programs.
Producer-directed and consumer-focused, the National Cattlemen’s Beef Association is the trade association of America’s cattle farmers and ranchers, and the marketing organization for the largest segment of the nation’s food and fiber industry.
