For USA Today reporter confronting bad Taco Bell news, heavy is the head that wears the sombrero

A sports reporter who also aggregates Taco Bell news once a week for USA Today is clearly uncomfortable with negative news swirling around the Yum unit. The writer, Ted Berg, was especially unhappy with an incident last Saturday where a Taco Bell cashier in Phenix City, Ala., refused to serve two Lee County Sheriff’s Office deputies.

“These are emotional times, the nature of which extends far beyond the scope of This Week in Taco Bell,” he writes, apparently deadly-seriously. “But this site believes firmly that Taco Bell is for the people, and that no hungry would-be Taco Bell consumer of any race, creed or occupation deserves to be denied Taco Bell unless he or she represents an obvious and imminent hazard to the safety or well-being of the other patrons or Taco Bell employees.”

This Week in Taco Bell
Image of Berg’s blog.

Berg continues: “There’s a lot to be made of what’s going on in our world right now, and perhaps a lot that needs to be done about it. But we don’t need to make any of it about Taco Bell. Taco Bell should be a sanctuary from the never-ending onslaught of heartbreaking and awful and terrifying news we seem to face daily, not the source thereof. That those two cops wanted Taco Bell better helps me identify with and understand them, as I also want Taco Bell.”

Berg is clearly a huge, huge Taco Bell fan. Last week, he wrote about visiting the company’s southern California headquarters in Irvine, where the fast-Mexican chain made him its honorary president for the day, set him up in CEO Brian Niccol’s office “and even decorated the desk with photos reaped from my social-media history.” Berg also got to wear founder Glenn Bell’s sombrero; photo, top.

Brian Niccol
Niccol

Despite the warm welcome, Berg assured readers the visit “will not color the content of the ruthless Taco Bell journalism I aim to provide.”

Berg says This Week in Taco Bell is “the Internet’s foremost source of aggregated Taco Bell content.” But we haven’t launched Boulevard publicly yet; that’ll be Aug. 1. And then, of course, we’ll grab the top mantle for our minute-by-minute, wall-to-wall, scorched-earth coverage.

Related: Follow Berg on Twitter. He’s not alone among other over-the-top Taco Bell fans: UCLA psychology student Paige Dudek got to spend her 21st birthday in May at company headquarters after writing a letter to Yum CEO Greg Creed.

And speaking of bad news, let’s recall that former Taco Bell executive who sued an Uber driver for $5 million, after viral video showed him assaulting the driver.

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