Taco Bell struggles to capture Hispanic market

Via DoL: "Advertising Age reports that Taco Bell is having a hard time convincing Hispanics, particularly Mexicans, to eat at their restaurants:

"'Taco Bell's fast-food version of Mexican food isn't playing very well with Hispanics, who contributed just a half-percent to the company's same-store-sales gain of 7% in 2005, despite making up 20% of Taco Bell's core 18-to-34-year-old target market.'

"If native Mexicans choose not to eat at TB is it because of the advertising or because the food isn't really Mexican food? According to one Carl Kravetz, who handles advertising for El Pollo Loco, it's the food:

"'If they say they deliver good Mexican food to [Hispanics] they won't be believed. If they say they have good, filling, cheap American food, they may have a chance.'"