Taco Bell Tests Tests ‘Low-End’ $1 Cravings Menu
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Taco Bell is working on what it’s calling a new “low-end” menu, dubbed $1 Cravings.
The menu, which is in test in Sacramento and Kansas City, Mo., includes 12 items such as a Shredded Chicken Mini Quesadilla, Churro and Triple Layer Nachos, all priced at a dollar. Chief Marketing and Innovation Officer Brian Niccol said in a conference call with reporters Thursday that the company is working on redefining value in all areas of its menu, and that Taco Bell recognizes that it has to address customers’ needs with a dollar menu. He added that Taco Bell is learning that its customers want and need a dollar-menu solution, but that Taco Bell is not offering that with its current value-menu iteration.
The chain’s current value menu, dubbed “Why Pay More,” includes items originally priced at 79 cents, 89 cents and 99 cents, though those prices have largely increased to well north of a dollar over time. There are also $2 meal deals on the “Why Pay More” menu. The chain initially announced the $1 Craving test in January, noting then that if the $1 Cravings menu goes national, it would replace the “Why Pay more” menu.
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