The consumer market is loaded with various diet programs promising weight loss. One of the most recent contenders in the diet market is Taco Bell®, with its Drive-Thru Diet® Menu, which consists of seven items with 9 grams of fat or less. It might seem illogical to include “Taco Bell” and “diet” in the same sentence; however, the fast-food organization claims that its goal in this instance is to provide consumers with lower-calorie items. The company has its own Subway®-style success story in Christine, a regular customer who wanted to lose the weight, but not the fast food. According to, Christine succeeded by choosing lower-calorie, lower-fat items from the menu: “I reduced my daily calorie and fat intake by 500 calories to 1,250 calories a day. These results aren’t typical, but for me they were fantastic!” “The diet menu items can help with calorie reductions of 20–100 per item compared to corresponding products on our regular menu,” states the Taco Bell website. The company is quick to point out that, despite a caloric reduction, these are not low-calorie foods. What do you think? Is this a clever marketing scheme designed to boost sales, or can the Drive-Thru Diet promote healthy decision-making among customers?