Taco Bell is selling $1 lettuce-free enchiritos “for those who’ve been riding with us” as the fast-food chain tries to recover from slumping store visits after it was linked to an explosive diarrhea-causing parasite.
The Mexican-inspired chain, known for its tongue-in-cheek marketing tactics, posted a graphic on its social media accounts showing apparent comments from loyal customers, like “Taco Bell forever” and “U my ride or die,” to promote the limited-time offering.
The $1 offer is “just to show how much we appreciate you,” Taco Bell said on its website.
Rewards members using the app can also get a side of regular nacho fries for just a buck.
Taco Bell’s US restaurants have been hammered since food safety regulators linked a cyclospora outbreak to lettuce served at the chain across five states, warning the parasite could cause an intestinal illness characterized by watery diarrhea.
As of last Friday, foot traffic to US locations was down 18.9%, according to Placer.ai.
Owner Yum! Brands’ stock has fallen about 8% so far this month. Other lettuce-exposed restaurants have struggled as investors fear customers will steer clear of fresh produce during the cyclosporiasis that has sickened thousands.
Taco Bell is under pressure to win back wary customers fast, as it has been the best-performing chain in Yum! Brands’ portfolio for years.
Over the weekend, the Food & Drug Administration announced that the initial test results that linked the outbreak to Taylor Farms, a Taco Bell supplier, were a false positive.
Taylor Farms said authorities had “apologized” to them about the incident – but Food and Drug Administration officials insisted this was false, saying they still believe the parasite originated with the Mexican supplier despite the false positive.
The supplier is recalling the potentially tainted lettuce, which was sent to 27 states and sold to Americans at grocery stores and Taco Bell restaurants.
Taco Bell said it has already removed the lettuce from its locations.
Taco Bell CEO Sean Tresvant vowed in a LinkedIn post this week to “be transparent about what we know and what we are doing next.”
“We aren’t entitled to your loyalty,” he said. “We earn it one meal at a time.”
As of the most recently released data on Saturday, a total of 1,644 people across five states have been infected – 94 of whom were hospitalized, according to the Centers for Disease Control and Prevention.
Cyclospora is a microscopic parasite that is typically transmitted when infected feces contaminates food or water, according to the FDA.
It can cause cyclosporiasis, which is characterized by symptoms like loss of appetite, weight loss, stomach cramps or pain, bloating, gas, nausea and fatigue, in addition to watery diarrhea, according to food safety regulators. Some people may become infected and be asymptomatic.
The main risk from cyclosporiasis is dehydration that can lead to more serious complications. Those most at risk include people with weakened immune systems, the elderly and children.