It's the classic American story of building you up only to tear you down. A nation whose waistline has expanded on the fourth meal is now being encouraged to look to the very same drive-thru for diet options.
In an effort to promote its new fresco menu as a healthy option, Taco Bell has launched the "Drive-Thru Diet," introducing pitchwoman "Christine" as their answer to Subway's Jared Fogelman.
The telling verbiage on the Web site insists that the Drive-Thru Diet is "not a weight loss program, it's about making different choices." Those choices include cutting calories but not cutting out fast food -- because it's not about leaving Taco Bell, just reframing your relationship.
It's the diet equivalent of mini cookies: "It's not so bad because it's just a mini burrito." Hence, the influx of snack wraps, snackers and other 99 cents options that are still fat laden, but come with lower calorie contents based on sheer size.
You have to give credit to fast-food marketing departments. In just five years, we've gone from Super Size Me to the "Drive-Thru Diet," in which daily visits to a drive-thru are painted in terms of better choices and a healthy lifestyle rather than as our slow decline into our couch cushions.
[Image via Flickr: woot deW00t]