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[XiaNaphryz]

http://nrn.com/food-trends/taco-bell-may-roll-out-1-cravings-menu-nationwide

Taco Bell is moving closer to a possible national launch of a new $1 Cravings menu that would redefine value offerings at lower prices, company officials said Thursday.

The chain began testing the new value offerings earlier this year and has evolved the menu to include more variety and craveable items, officials said.

Taco Bell is testing a second version of the menu at restaurants in Sacramento, Calif., and Kansas City, Mo. If all goes well, company officials said it could debut nationally later this year.

“Consumers want a $1 solution, and they want variety at a dollar price,” Taco Bell chief marketing and innovations officer Brian Niccol said.

Test items on the $1 Cravings menu include shredded chicken mini quesadillas, churros, triple-layer nachos, a Beefy Nacho Loaded Griller, a cheesy bean and rice burrito, a spicy beef mini quesadilla, a Beef Crunchito, a Beefy Cheesy Burrito, a spicy potato soft taco, a Cheesy Roll-Up, a caramel apple empanada and Cinnamon Twists.

The $1 Cravings menu is a key part of Taco Bell’s value strategy, especially as more quick-service chains tinker with low-price offerings.

Arby’s, Wendy’s, Dairy Queen and Del Taco are either testing value menus or have rolled out new low-priced offerings.

“There’s a core of consumers who want a dollar menu, and we need to make sure it’s still relevant,” Taco Bell vice president of brand marketing Chris Brandt said.

Consumers are constantly evolving, he said, and Taco Bell’s goal is to listen to them about what they crave at that price point. Earlier versions of the menu “weren’t satisfying the cravings,” Brandt said, but he expressed optimism that the new evolution would show results.

The new $1 Cravings line would replace Taco Bell’s existing Why Pay More? value platform, which has a tiered pricing structure. When it was introduced in 2008, the Why Pay More menu included items priced at 79 cents, 89 cents and 99 cents. Later, prices increased to up to $1.99 in some markets.

Work on the low end of the price scale is part of a larger effort to redefine value at the chain, Niccol said. While Taco Bell has long been known for value, he said, the chain is now focusing on offering affordability at different levels to meet the needs of various customers.

Last year, Taco Bell introduced a higher-priced Cantina Bell menu, which offers “Fresh Mex” food for around $5, which would be more expensive at fast-casual competitors like Chipotle Mexican Grill or Baja Fresh Mexican Grill.

This month Taco Bell will add a Double Steak Quesadilla to the Cantina Bell menu. The item features a new marinated steak with pepper Jack cheese, served with a new fresh salsa, reduced-fat sour cream and a side of chips, for a recommended $4.99.

The chain is also testing new fajitas at various prices that might be added to the Cantina Bell menu. The dish is offered with chicken or steak, along with onions, red and green peppers, cilantro rice, black beans, guacamole, reduced-fat sour cream and pico de gallo, and is served with warm tortillas.

For snackers, or what Niccol calls “clockless eaters,” Taco Bell launched in March a new Happier Hour from 2–5 p.m., when drinks and snacks like Loaded Grillers are priced at $1. The snack promotion is a limited-time offer available through the summer, he said.

Other limited-time offers, like the Beefy Crunch Burrito, which is stuffed with Flamin’ Hot Fritos will return on May 23 for 99 cents.

Irvine, Calif.-based Taco Bell has 5,800 units and is a subsidiary of Louisville, Ky.-based Yum! Brands Inc.

 

[ElectricBlanketFire]

Where's the Horse Burrito?

 

[Bread]

Wow, I don't want any of those things.

 

[jwk94]

hmm, the cheesy roll up looks decent

 

[BertramCooper]

hmm, the cheesy roll up looks decent

Don't they have that already?

 

[Shadow2222]

Hmm, the Ohio taco bells already have most of these.

 

[RumblingRosco]

I would eat and thoroughly enjoy everything on there except for the nachos, cinnamon twists, and soda.

 

[gutshot]

Triple-Layer Nachos are coming back? Aw yeah.

 

[- J - D -]

They miniaturized regular items and made em cheaper. Big woop.

 

[Mushroomer25]

Other limited-time offers, like the Beefy Crunch Burrito, which is stuffed with Flamin’ Hot Fritos will return on May 23 for 99 cents.

Why are you hiding the lead of this story? The FRITO BURRITO IS BACK.

 

[XiaNaphryz]

Don't they have that already?

Hmm, the Ohio taco bells already have most of these.

You guys are on the "cutting edge" of fast-food you know!

 

[BertramCooper]

You guys are on the "cutting edge" of fast-food you know!

Oh yeah. I always forget that.

 

[XiaNaphryz]

Oh yeah. I always forget that.

Not like Ohio has much else going for it, amirite?

 

[genjiZERO]

I was hungry for dog food today. It's annoying that there aren't really any Taco Bells in DC.

 

[Foob]

god taco bell is delicious

 

[Hawkian]

That bean and rice burrito has got to be like the best caloric "value" in all of food-dom!

 

[Lunchbox]

those are all terribad

why not pay the extra 9 cents and get a regular taco?

 

[Degen]

they'll just raise the price on all of it a few months later

 

[FallingEdge]

all of it. give me all of it.

 

[RBH]

"My life is complete."

 

[Flo_Evans]

I kind of want to get 50 tacos and just crawl into bed with them for the weekend.

 

[jakonovski]

Dear lord the calories!

 

[johnsmith]

The cheesy bean and rice burrito is the best thing at Taco Bell.

 

[Talon]

Check off "Freeman Taco Pic" on your bingo cards, everyone.

 

[akira28]

I kind of want to get 50 tacos and just crawl into bed with them for the weekend.

you will only stink up your bed, but it can be done.

 

[Milchjon]

Consumers want a $1 solution

Fucking hell, I love how even fast food is a "solution" these days.

My most hated word in the world right now.

 

[balddemon]

I love this menu. we've had it for a couple weeks at least. now I don't feel guilty about taco bell any more lol.

 

[darkside31337]

Whoa when the fuck did they bring back the cheesy bean and rice burrito?

 

[Talon]

Fucking hell, I love how even fast food is a "solution" these days.

My most hated word in the world right now.

I hate to hit you with this Drive By, but I have a Fire to Put Out. We need to figure out a Solution by focusing on Blocking and Tackling on this project.

I really think you will be a Value Add on this project. Why don't we Touch Base once you're settled? SAAS SAAS SAAS SAAS SAAS SAAS

This vomit of White Collar American Worker business terms has been brought to you by Oracle and SAP. You fucking hate us, and we love it!

 

[BertramCooper]

Not like Ohio has much else going for it, amirite?

Sorry, not gonna take that bait.

 

[Adam J.]

Where the F' is the standalone $1 chicken burrito? Screw this..

 

[antonz]

man after the del taco roll out this stuff looks terrible

 

[BassForever]

"My life is complete."

Freeman doesn't need value TB items, he buys the whole menu every time he goes

 

[Milchjon]

CRAVEABLE ITEMS!

 

[AkuMifune]

Domino's thread makes me want Domino's, BK threads make me want a Whopper, Taco Bell threads...nothing.

Haha Taco Bell.

 

[Hellsing321]

I knew I shouldn't have skipped lunch today. I want all that inside me right now.

 

[PunjabiPlaya]

Triple-Layer Nachos are coming back? Aw yeah.

Hell yes! I hated always asking for triple-layer nachos and them not knowing what it is and then having to explain that I want "cheesy nachos with beans and red sauce." Ended up costing more than $1 too.

 

[BertramCooper]

Taco Bell will remain on my shit list until the spicy chicken burrito makes its triumphant return.

 

[sphagnum]

I'm still pissed that they got rid of the cheesy double beef burrito.

 

[wanders]

That white rice better taste like regular Spanish rice.

 

[Recon]

Old. Was posted yesterday

 

[wanders]

Old. Was posted yesterday

Xia be slippin

 

[Goro Majima]

Hell yes! I hated always asking for triple-layer nachos and them not knowing what it is and then having to explain that I want "cheesy nachos with beans and red sauce." Ended up costing more than $1 too.

Haha I'm not the only one!

 

[NoRéN]

Where's the Horse Burrito?

The beefy Cheesy Burrito is there.

 

[TheBaldEmperor]

The cheesy bean and rice burrito is the best thing at Taco Bell.

Those were my favorite. I was so ticked when pretty much all the Michigan Taco Bell locations took them off the menu.

 

[Beermeister]

Yep, you will get some real quality food for $1.

 

[NoRéN]

Yep, you will get some real quality food for $1.

Yep, everyone goes to Taco bell for real quality food.

 

[RepairmanJack]

Taco Bell will remain on my shit list until the spicy chicken burrito makes its triumphant return.

Fuck that they need to bring back the Grande Quesadilla's, and forget those stupid chicken sandwich things they had to try and replace them.

 

[Bumblebeetuna]

Man every time I go to Taco Bell I think "ok, this time I'll find something that's good". And I do.. until I'm about 3 bites in, then I am depressed. Doesn't happen at any other fast food place lol. That said.. the spicy quesadilla piques my interest.. though it's probably just cheese and lava sauce.

 

[XiaNaphryz]

Xia be slippin

Old. Was posted yesterday

That was a general "Consumers demand ever cheaper fast food" thread covering a variety of fast food outlets. This thread is specifically about the Taco Bell menu!