October 3, 2006

View Comments | Post Comment

Fourth Meal

As my prior posts and bio reveal, I take notice of things related to obesity and eating disturbances. Once I get my PhD, I will officially be an expert in the area (or so they say). So last night, when I made a quick stop to Taco Bell, I was quite disturbed by their new ad campaign. I am a little behind, according to my later internet research, as these ads have been going on for a few months now, but not being an avid Taco Bell diner, I guess I missed out. Last night, driving on I-5 to Portland, I had the choice between McDonald's and Taco Bell, and I chose the latter.

This new ad campaign can be found in more detail here. They have decided to institute a "Fourth Meal" to promote their late night menu. It is "the meal between dinner and breakfast." There have been prior posts about late night eating here before, but the discussion was generally regarding eating in the "snack" category, and I think most people try to refrain from it on a regular basis. But calling it a fourth meal is not just capitalizing on the fact that people have late night bouts of eating, but actually promoting it. What? Does Taco Bell not realize that we have an obesity epidemic going on? First it was their "Big Bell Value Menu" with 1/2 pound burritos and other larger portion sizes. But I took that as being their version of the Super Size, and figured that like McDonald's and other fast food restaurants, they would decrease the emphasis on that menu over time. Perhaps keep it for people who want to eat a 1/2 pound burrito, but not make it such a focus.

But now the fourth meal thing? And they're not talking about a late night snack. This is a meal...like the 1/2 pound burrito meal...late at night...between dinner and breakfast. I'm just not sure about this anymore.

Posted by Cara Bohon at October 3, 2006 12:40 AM | Comments (8) | EatFoo 1.0 Posts


Comments

Post a new comment


As a chubby American, I am deeply offended by this post.

Posted by: Barzelay at October 3, 2006 2:49 PM


David, what's with your recent bouts of sarcasm online? I don't think I could offend you if I tried. Well, unless I became very closed-minded and hateful...

Posted by: Cara Bohon at October 3, 2006 2:57 PM


Sorry. I just looked back over your recent posts. I occasionally am very sarcastic, and it is purely coincidence that your recent posts all have elicited such responses.

To respond more seriously, it was my understanding that "late-night snacks" are actually healthier. And while Taco Bell advertising a fourth meal gives the impression that such a snack ought to be a full meal rather than a snack, is it really that bad to be suggesting late-night eating? After all, if the public is already having to resist all the other advertising having to do with eating tons of fast food for the first three meals, is it all that different for them to have to resist eating so much for the fourth one?

Posted by: Barzelay at October 3, 2006 4:24 PM


I would like to think that the "Fourth Meal" ad campaign is more of a result of advertising imitating life, rather than life imitating advertising. I thought it was pretty clever the first time I saw it because you instantly know the connotation - everyone likes to eat late at night, so it is pretty clever to label this universal human eating experience as "The Fourth Meal." People already like to eat out late at night; Taco Bell is just making light of the fact.

Some might say that they are irresponsible for advertising this, but based on the nutritional value of their food (strictly from a fat content point of view), the only responsible, health concious thing that they could do would be to start and advertising campaign called "Don't Eat Here, Fatty."

Posted by: Chris Santoro at October 3, 2006 6:58 PM


First, late night snacks are not healthier. In fact, most often people eat very unhealthy things late at night due to convenience, and therefore these snacks often contribute to weight gain and lower nutrition. So Taco Bell suggesting that we make our snacks into meals (and unhealthy ones at that) is a bad idea for health's sake. I'm not talking about resisting Taco Bell for the late night snack, but rather resisting late night eating period.

Second, I'm not saying Taco Bell should be promoting healthy eating because, Chris, you're right - they would have to tell people not to eat there. What I am saying is that they do not need to promote ADDITIONAL eating. If they want to capitalize on late night cravings, fine. They can advertise their late night menu in other ways besides creating this additional meal designed to promote an INCREASE in eating rather than a typical late night snack. Hell, they can say "Come eat our tacos for your late night snack - you're gonna do it anyway!" and I would have less of an issue with it than when they say, "You come here for a late night snack, and we'll give you a 1/2 pound burrito."

Finally, this is really an issue similar to one of my prior posts on portion sizes. I'm just really sick of our environment making it so incredibly difficult for people to eat a healthy amount of food in order to keep their energy balance level. The more advertisements there are for increased eating, the harder it is for people to refrain from overeating. Of course there will be continued advertisements if people keep doing it, but it's sort of the chicken/egg thing - something has to change first...

Posted by: Cara Bohon at October 3, 2006 7:08 PM


I totally agree about portion sizes, and you definitely hit the nail on the head about convenience. I don't have time to cook during the week, so Im always looking for something quick and cheap. The biggest problem and the biggest temptation I face is how quick and cheap things like Taco Bell are. Luckily the closest one to me is on the other side of town, and I am also highly aware of how bad it is, so I usually just fill a quesadilla with some black beans and cheese and toast it. Sometimes thats all Ill eat all day, and I am usually a big eater.

So yeah, it is difficult to not succumb to ads that tempt you to eat until you're stuffed, mostly because thats exactly the type of thing Im looking for at the end of the night. I want to eat a lot then get tired and pass out.

Posted by: Chris Santoro at October 3, 2006 7:14 PM


My late night snacks usually are healthy (entirely unlike my normal meals). Usually a small serving of fruit or cheese. Is this practice still bad for me?

Honestly, I'd prefer to just eat on the Hobbit meal schedule. Elevensies is one of my favorite meals of the day.

Posted by: Barzelay at October 4, 2006 12:12 AM


David, if your late night snacks are healthier, then it's a perfectly good practice. That's really why most late night snacks (and the Taco Bell version/meal) are bad - is cause they tend to not be healthy due to convenience. But if you can eat late at night and avoid the fatty, low nutrient crap...then eat away!

Posted by: Cara Bohon at October 5, 2006 7:41 PM

Post a new comment