Just in time for New Years resolutions, there’s a new diet to ring in the New Year with. The ‘Drive-Thru Diet’ is being introduced by Taco Bell in a weight loss campaign with a menu that includes 7 items under 9 grams of fat, and re-emphasizes their "Fresco" burritos and tacos. All with an invitation to ‘Make a Frescolution’.
The idea was conceived when Christine Doughtery reported that she lost 54 lbs from choosing the low-fat "Fresco" menu items at Taco Bell in place of her old daily fast food choices. Undoubtedly, this triggered the memories in the Marketers at Taco Bell of how Subway benefited from advertising the before and after pictures of Jared Fogle, who lost 245 pounds in one year through a Subway diet.
In the ads, Christine says, "When I decided to trim down, I knew I had to be realistic with myself, I didn’t want to cut out my fast food, so I started choosing Fresco items from the Drive-Thru Diet menu. These results aren’t typical, but for me, they are fantastic."
On the Taco Bell website, you can print out a coupon for a free Fresco Taco. There you will also see the added disclaimer (included in the excerpt below).
Drive-Thru Diets
Woman Loses 54 Lbs Eating Taco Bell
Trend Themes
1. Drive-thru Diets - Quick-service restaurants can capitalize on growing demand for healthier fast food options by introducing low-fat menu items, a trend popularized by Taco Bell's Drive-Thru Diet campaign.
2. Fast Food Weight Loss - The success of campaigns such as Taco Bell's Drive-Thru Diet and Subway's Jared Fogle ads show that there is a market for fast food chains that provide healthier options and promote weight loss.
3. Marketing of Healthier Fast Food - As consumers increasingly prioritize health and wellness, quick-service restaurants can create successful marketing campaigns around healthier menu options like Taco Bell's Fresco items and Subway's low-fat sandwiches.
Industry Implications
1. Fast Food Industry - The fast food industry can adapt to changing consumer preferences by introducing healthier menu options and promoting them with successful marketing campaigns.
2. Weight Loss Industry - The success of Taco Bell's Drive-Thru Diet and Subway's Jared Fogle campaign demonstrates the potential for diet and weight loss companies to partner with fast food chains to promote healthier options.
3. Health and Wellness Industry - As more consumers prioritize health and wellness, there is an opportunity for companies in the health and wellness industry to partner with fast food chains to create and promote healthier menu options.