Foodie Friday at last and this week the topic is, once again, fries. I see that Taco Bell has joined damn near every other quick-service restaurant and is now offering fries. Not just any fries, though. Nacho fries, which I gather are fries with a bit of Mexican seasoning and some nacho cheese on the side. Sounds good, right? Well, maybe, but not from a business perspective and let me tell you why (and how it might just apply to your business too!).
When I think of Taco Bell (or any other taco chain), fries don’t enter into the equation. I realize that a few of Taco Bell’s direct competitors have fries (more on that in a second) as does every burger chain and chicken joint. Do you really think that diluting the brand is worth capturing those people who MUST have some fries with the burrito?
Moreover, Taco Bell has actually done a great job in positioning itself as having healthy alternatives and, in fact, has some of the best options for healthy eating in all of fast food. While they don’t tout themselves as being healthy (they respect that much of what’s on their menu isn’t and know it would be inauthentic to claim to be), the fact is that they can now offer “choice” while competing against Chipotle and other “healthier” alternatives.
The chain has also done a great job in coming up with weird menu items that are true to the brand. While I’m not rushing out to grab a naked egg taco or a firecracker burrito, those items are true to the brand identity. Even the California Loaded Fries burrito rings true while just plain fries don’t. A better idea? How about offering carne asada fries, which are common in Southern California and taking them nationally? Sort of a Mexican version of poutine, Taco Bell could have stayed true to their brand while offering something they believed was lacking in their menu. Del Taco, a SoCal competitor, offers chili fries. Here is a chance to one-up them and take a regional specialty into new areas.
Ask yourself this. Would you head to Burger King for a taco? Maybe for a breakfast burrito but I wouldn’t classify what is basically an egg sandwich wrap as “Mexican.” McDonald’s tried and failed with pizza, and it wasn’t just because of the product. If you’ve done a good job of branding, your customers have a focused expectation of your product. Diluting that image or causing cognitive dissonance with a new offering helps neither you nor them.
My local taco place doesn’t serve fries. It serves papas, and only as a side on the kiddie menu. Frankly, I was upset when they went to a menu in English because it hurt the authenticity of the place in my mind. Fortunately, the food spoke louder than the language change. See your brand from the consumer’s eyes and you won’t get too far out of bounds. You with me?