Besides offering free tacos Tuesday, Taco Bell presented a paradox.
Though Americans enjoyed millions of free tacos from the chain courtesy of a speedy Red Sox rookie and seemingly at the expense of the company behind it, Taco Bell may have actually profited from its apparent generosity, marketing experts say.
As part of its “Steal a Base, Steal a Taco” promotion, the fastfood chain announced it would offer its signature beef and cheese creations free of charge to any recipient willing to brave long lines if a player stole a base during the World Series.
So when Red Sox outfielder Jacoby Ellsbury successfully swiped second base in Game 2, Tex-Mex fans across the country were more than ready to reap the benefits, according to Boston University associate professor of advertising John Verret, who said a resulting mass of hungry fans fed right into the company’s plans.
“I imagine that [Taco Bell] gained more than they lost because they will gain more customers, and that’s the hardest thing to do,” Verret said.
Offering refunds and free merchandise are two classic forms of marketing that generate buzz and promise larger profits in the long run, he said.
“There’s only three ways to improve business,” he said. “Get your current customers to buy more, get them to buy more often and get new customers.”
Taco Bell spokesman William Portz estimated millions of tacos were given away in the company’s 5,800 restaurants, though it is still too early to tell.
“When you can take something of a national scope [like the World Series] and make it relevant locally, that’s a big win for us,” he said. “The opportunity to do that on a national scale is priceless.”
Taco Bell received $8 million worth of exposure during games, enough to offset its advertising costs, Portz said.
“There are a lot of people who haven’t been inside our doors,” he said, adding free tacos were a strong draw for first-time customers. “This stolen base allowed everybody to root for something.”
The Taco Bell beneath Warren Towers also gave Boston University students the free chance to see a World Series hero up-close. Customers who lined up around Commonwealth Avenue onto Cummington Street caught a glimpse of Ellsbury after he made a cameo at the restaurant.
“Anything free, I’ll take it,” said BU Academy freshman Sabrina D’Souza. “Free stuff attracts everyone.”