Taco Bell to Roll Out Low Price Menu

Taco Bell officials said that the fast food chain is set to launch a new $1 Cravings menu that would provide value offerings at lower prices. The chain started testing its new value offerings earlier this year and has changed the menu to have more variety. Taco

Taco Bell is currently testing a second version of the menu at branches in Sacramento, California and Kansas City, Missouri. Company officials said that if the test showed good results, the menu could debut nationally later this year.

Test items on the $1 Cravings menu consist of shredded chicken mini quesadillas, triple layer nachos, churros, Beefy Nacho Loaded Griller, spicy beef mini quesadilla, cheesy bean and rice burrito, Beef Crunchito, spicy potato soft taco, Beefy Cheesy Burrito, Cheesy Roll-Up, Cinnamon Twists, and caramel apple empanada. The $1 Cravings menu is a vital part of the chain’s value strategy.

Del Taco, Arby’s, Wendy’s and Dairy Queen are currently testing value menus or have already rolled out new low-priced offerings. Taco Bell vice president of brand marketing Chris Brandt said that people are looking for a dollar menu and the company needs to make sure that it is still relevant.

He added that consumers are evolving and Taco Bell’s goal is to listen to what they want and at the given price range. He said that the earlier versions of the menu were not satisfying the cravings of the consumers. He was optimistic that the new menu would give better results.

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

Taco Bell will also add a Double Steak Quesadilla to its Cantina Bell menu, which is priced at $4.99. Another limited-time offer is the Beefy Crunch Burrito that will return on May 23 for 99 cents.