Three meals aren’t enough for Taco Bell

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People are getting gigantic and flabby eating the crap at your fast-food restaurants. Do you: a) add salads to the menu; b) stop supersizing; or c) invent the concept of a “fourth meal,” between dinner and breakfast, at which you can stuff yourself even fuller than you were before. Taco Bell chooses “c.” The chain has set up a Web site called, which features a virtual town whose pajama-clad inhabitants are devoted to playing games and wolfing down enormous amounts of “melty, crunchy, spicy, grilled” Taco Bell food at inappropriate times. What does the news media think of the fourth-meal idea? A typical headline: “Dieticians wary of ‘fourth meal.’” What a surprise.

—Posted by Tim Nudd

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@nudd Tim Nudd is a former creative editor of Adweek.