Taco Bell Customer Visits Plunge 19% Amid Cyclosporiasis Outbreak
A cyclospora parasite outbreak suspected to be tied to Taco Bell lettuce has delivered a massive blow to the chain's customer traffic while the stock of its parent company, Yum! Brands, has fallen drastically from a five-month-high earlier this month.
Taco Bell's customer visits on July 17 were roughly 19% below the chain's average Friday traffic level for the year to date, according to Placer.ai, which tracks location activity via mobile devices, as first reported by Bloomberg.
The broader fast-food category posted only a 1.9% traffic decline that same day, meaning Taco Bell's drop was approximately 10 times worse than its peers, the data shows.
Shares of Yum! Brands, which is also the parent company of KFC, have fallen about 10% since July 10, when news reports first connected the chain to an ongoing outbreak of an “explosive diarrhea parasite,” erasing roughly $4.3 billion in market value.
Over 1,600 cyclosporiasis cases have been attributed by the Centers for Disease Control and Prevention to Taco Bell restaurants in five states—Indiana, Kentucky, Michigan, Ohio and West Virginia.
The stock plummet came days after Yum! Brands hit a five-month high of $167.49 per share on July 7.
Yum! Brands is set to release its earnings on July 30.
More than 7,000 people (most of whom live in Michigan) are confirmed or suspected to have been sickened with cyclosporiasis, an illness caused by the cyclospora parasite, in the last two months, and federal investigators scrambled for weeks to discover the source until identifying Taco Bell’s lettuce supplier as the probable origin. The Food and Drug Administration said more than 1,600 of those sickened in the outbreak reported eating at Taco Bell restaurants, and blamed Taylor Farms’ shredded lettuce. On Sunday, however, the agency backtracked and said a test of the brand’s lettuce for the cyclospora parasite had returned a false positive. The agency didn’t completely clear Taylor Farms, and the supply chain evidence remains, but as of Monday no produced samples have returned a positive test for the parasite. Cyclospora outbreaks are notoriously challenging to trace because the parasite is difficult to detect—finding it has been likened to “a needle in a haystack”—and the CDC says it expects cases to rise through the end of August.
Yum! Brands, Sweetgreen and major McDonald’s franchisee Arcos Dorados warned investors about cyclosporiasis in recent Securities and Exchange Commission filings. Each company explicitly named the illness as a material business risk and warned fresh, raw leafy greens handled at its restaurants were at risk for the parasite.