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Good morning, PR pros:

Taco Bell’s recent removal of 2.3 million pounds of seasoned meat from its locations in 21 states has consumers asking, “Where’s the beef?”

The beef was discarded after federal regulators were alerted that three customers had complained about metal shavings in their menu items. Though Taco Bell swiftly removed the beef in question, and some locations offered steak or chicken substitutes, a few Twitter users criticized the fast-food chain for hiding the news:

Hey @tacobell can you guys be real about what’s going on with your beef. I love eating there and the secrecy of what’s going on makes me afraid to ever eat at your restaurant again

— ICU RN (@jeff_serenks) October 14, 2019

What do you think about Taco Bell’s crisis response? How do you remain transparent without attracting attention to a PR crisis? Share your thoughts under the hashtag #MorningScoop.

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