• Article via QSR Magazine

Taco Bell is About to Shake Up the Value Wars

"Taco Bell’s year-long mission to win the value wars accelerated, in some fashion, when McDonald’s rolled out its $1 $2 $3 Dollar Menu at the beginning of 2018. The YUM! Brands chain responded by saying it would expand its $1 offerings by another 20 items, continuing a trend that’s built over the years. Taco Bell had 11 items for $1 in 2014 and more than doubled that by 2018. Taco Bell surpassed its goal to add 20 new $1 products this year, including the Grilled Fiesta Potato Breakfast Burrito, Spicy Tostada, and Chicken Mini Quesadilla. Not to mention the wildly succesful Nacho Fries.

The latest value iteration for Taco Bell is one the chain said goes as big on abundance as it does on price point.

“In a time when value menus are either shrinking portion sizes, walking away from creating innovative $1 products, or forcing fans to buy food they don't want, Taco Bell is doing something, well, beyond belief,” the brand said in a release.

Starting December 27, Taco Bell is launching a revamped, unified value menu called the “Cravings Value Menu” to replace its previous dollar menu.

The offerings no longer stick to the $1 mark, but rather build from another fast-food sweet spot: $5 and below. Taco Bell kicks off the menu with the limited time offering of the $1 Grande Burrito in two varieties—Chicken Enchilada and Three Cheese Nacho. The menu will be divided into four categories..."

Read the full article by Danny Klein here.

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