Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: TUESDAY, September 7, 1993 TAG: 9309070015
SECTION: NATIONAL/INTERNATIONAL PAGE: A-8 EDITION: METRO
SOURCE: Associated Press
DATELINE: MORTON, ILL. LENGTH: Medium
But this school-lunch popularity has nothing to do with tuna casseroles, franks 'n' beans or overcooked vegetables. It's tacos they crave - Taco Bell tacos.
"This is the only place in town you can get Taco Bell," said cafeteria cashier Marilee Grove. "We've had lots of calls from parents who want to eat here."
Fast-food restaurants are looking at the school cafeteria as a nontraditional market to enter in the ever-competing, billion-dollar industry.
Pizza Hut has 4,500 high school outlets. Taco Bell sells its wares in 1,500 schools and is eyeing more. McDonald's Corp. says schools aren't part of its national strategy, but its franchisers have taken over some cafeterias.
Nutritional experts can hardly stomach the trend. They accuse schools of jeopardizing kids' health - especially those from poor families who depend on federally subsidized lunch programs.
Business analysts say it's a profitable move.
Taco Bell is so popular it's overwhelming the small space it is allotted in the Morton cafeteria.
"It's great," said junior Kevin Briggs, 17, as he loaded a tray with tacos and a burrito. "This is a lot better than the greasy pizza and bland hamburgers we normally get. I could eat this every day."
Michael Jacobsen hopes not. He's executive director for the Center for Science in the Public Interest in Washington, D.C. "These are exactly the kinds of meals the surgeon general says we shouldn't be eating," he said.
"Many of these foods are very high in fat, calories and sodium and they contain very little dietary fiber," he said. "The schools are, in effect, putting their imprimatur on this kind of eating and on these brand names. It's a very ominous development."
Schools say it's better to give students something they like.
"We're serving 400 customers in 90 minutes," said John Roedl, food service director in Morton, a Peoria suburb of 15,000. "A lot of restaurants need 12 hours to do that much business."
Roedl says adding a few Taco Bell items lures more kids into buying school meals.
"We expected our receipts to increase 15 to 20 percent. They're up 25 percent the first week," he said.
At Elgin, Illinois' second-largest school district, profits from fast food subsidize traditional lunches for 11,000 middle and high school students, said Paula Schmicker, director of food and nutrition.
by CNB