Hindsight is 20-20. Was the crisis response and communication effective? Compare and contrast alternative digital communication efforts and provide alternative recommendations for the discussion below.

Taco Bell is one of the largest well-known fast food companies in the United States and its brand image is seen as such. A cup with a brand image in purple is resembled with the Taco Bell brand and is well known as such along with the bell sound heard from ordering online. The fast food companies app generates sales for the company by offering exclusive deals only mobile users are able to use. The app sends promotional free food items throughout the year with purchase points incentivizing customers to order more to make their visit to the location worthwhile. This encourages customers to visit the brick-and-mortar fast food chain when given the option to go somewhere else.

The fast food giant was accused of not offering pure beef in their product, "Taco Bell was hit with aclass action suit for false advertising, alleging that its taco seasoned ground beef doesn't meet USDA requirements and is actually only 35% beef. The suit claims internal company documents refer to it as taco meat filling" (Kalb). This publicity caused many people to be hesitant eating at Taco Bell in the future but created a lot of publicity for to company. The company responded on social media stating they use real beef and the reports were false. According to Taco Bell's website they offer 100% pure beef products, "We use 100 percent USDA premium beef in our seasoned beef. We prepare it much the same way you prepare taco meat at home" (Taco Bell). Whether or not the food allegations are true, the company gained publicity from this and continues to advertise their use of pure beef and customers continue to return to the fast-food giant.