Cafe Society

Taco Bell asks, "Would it kill you to say you're sorry?" after beef lawsuit is dropped

What can three or four million dollars buy you?

A summer home in the Hamptons, a small company or, if you're Taco Bell, sweet, meaty vindication.

The Alabama-based law firm that had filled a lawsuit against Taco Bell in January -- charging that the Mexican fast-food chain put too little beef in its tacos to call them beef -- has dropped its suit.

Taco Bell didn't take the Beasley Allen allegations quietly: The taco-slinger threatened to file its own countersuit and kicked off a media overreactive shit storm blitz, saying the accusations were wrong and that the company has always accurately listed the beef ingredients -- 88 percent beef, 12 percent secret recipe. Taco Bell says it dropped three or four million dollars on that response; in turn, the firm dropped its claim.

For its part, Beasley Allen claims it withdrew the suit after Taco Bell changed its marketing and product disclosure. But according to Taco Bell CEO Greg Creed, the company isn't doing anything differently.

And Taco Bell spent more cash to revel in what it sees as a victory: The company took out a full page ad in this morning's USA Today that says, "Would it kill you to say you're sorry?"

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