As Barry pointed out last week, Taco Bell -- my favorite arm of the Yum! Brands (NYSE: YUM) empire -- introduced a "Steal a Base, Steal a Taco" gimmick wherein free crunchy beef tacos (one per customer) would be handed out if a base was stolen in the 2007 World Series. Thanks to a speedy move from Boston Red Sox rookie center fielder Jacoby Ellsbury, free tacos are on the table.There are, of course, some catches. The offer must be redeemed between 2:00 p.m. and 5:00 p.m. local time tomorrow, October 30. And the deal is valid at participating locations only.
The site advertising the Free-Tacos deal, however, could use some updating. It closes with "Watch the 2007 MLB World Series Live on FOX." As fans of the national pastime already know, the Red Sox again nabbed the World Series trophy in a four-game sweep of their opponents. (They committed the same offense against the St. Louis Cardinals in 2004). Colorado Rockies fans should be entitled to two tacos as a consolation prize, but the bitter taste of defeat might have a negative effect.
Meanwhile, at YUM, regular tacos currently run somewhere around 89 cents to 99 cents a pop, depending on the market. That's a lot of free ground beef, cheese, and red sauce, even for a 3-hour window. I'm assuming YUM officials are counting on most free-taco bandits also ordering other menu items, or a drink.
Beth Gaston Moon is an analyst at Schaeffer's Investment Research.
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