After months of testing its “$1 Cravings” menu, fast food giant Taco Bell reports that it is likely to introduce its newest value menu on a national basis by summer.
Although company officials would not release an exact target date in 2013 for all of its fast food units to offer the “$1 Cravings” items, it did indicate that the products tested received good enough customer satisfaction ratings to earn a national roll-out.
“Our $1 Cravings Menu just went into test in two markets, and pending final results, will launch nationally in the near future,” said Rob Poetsch, a spokesman for Taco Bell.
Taco Bell, owned by Yum Brands, Inc., currently offers a value-priced menu called “Why Pay More” and the new “$1 Cravings” offerings would most likely replace that menu.
A dozen menu items tested at store locations in Missouri and California, each value-priced at one dollar, include mini chicken quesadillas and a nacho loaded griller made with beef. Taco Bell’s announcement comes at a time when all of the giants in the fast food category of the foodservice industry continue to hurt for business, with sales flat over the past few years.
“At Taco Bell, our value menu is our entire menu. So when consumers are looking for what they get for what they pay – whether it be Fresh Mex with our Cantina Bell Menu, signature beverages or snacks with our Happier Hour Menu, or a dollar menu with our $1 Cravings Menu – Taco Bell can’t be beat,” said Poetsch.
Competitors Burger King as well as McDonald’s have also recently begun focusing their marketing on their most reasonably priced menu offerings and Wendy’s has restructured its popular 99 cent menu board to offer customers more variety and price points.
Taco Bell is owned by Yum Brands Inc., which also owns KFC and Pizza Hut.
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