Months After the Lettuce Parasite Outbreak, Taco Bell Is Still Struggling With Lower Traffic

The “explosive diarrhea” outbreak that frightened group distant from lettuce complete the summer is eventually over. But for Taco Bell, the traffic issue persists.

The outbreak, tied to iceberg lettuce supplied by Taylor Farms, sickened nearly 20,000 group nationwide commencement in July. Taco Bell pulled lettuce, cilantro-onion mix and pico de gallo first on, but the damage was already done. Traffic cut 18.1% by July 15, afterward plunged to -30.9% fair two days afterward compared to the chain’s own average from before in the year, according to data cited by Restaurant Business.

Taco Bell clashed rear alongside profound discounts, $1 Enchiritos normally priced about $4.29, and $1 Mexican Pizzas normally about $5.69. From July 6, whenever the outbreak archetypal made headlines, through Sept. 11, whenever the CDC declared it over, Taco Bell’s visits per location motionless completed downward 12.2% twelvemonth complete year, according to data from Placer.ai.

“Chains tied to the cyclospora outbreak, including Taco Bell, saw visits per location autumn complete the identical period,” stated R.J. Hottovy, caput of analytical investigation at Placer.ai. Fast-casual rivals akin Chipotle, Sweetgreen and Cava mostly outperformed the category during that stretch.

Yum! Brands executives remain optimistic. CFO Ranjith Roy stated in July that day-over-day revenue trends had improved steadily and the sequence was “halfway back” to prior-year levels. Speaking again this month, he stated the improvement remains on track. “There’s not a triumph lap yet,” he said, “but I think we have confidence that the long-term possible for Taco Bell remains unchanged.”