Taco Bell fans, rejoice; McDonalds Dollar Menu now has some competition, Taco Bell is introducing a $1 'Cravings' Menu nationwide, with even more affordable value menu items. The menu is currently being tested in Sacramento, California and Kansas City, Missouri. This is just the latest of Taco Bell's new promotions following Taco Bell joining Snapchat, the introduction of the highly successful Doritos Locos tacos, the healthy Fresco menu and the heartier Cantina Bell menu.
The '$1 Cravings Menu' will feature 12 choices, a mix of new and existing items from the "Why Pay More?" value menu. Under the new Cravings Menu the items will be divided into different categories including "beefy", "cheesy", "spicy", "crunch" and sweet. Items include the new Beefy Cheesy Burrito, Shredded Chicken Mini Quesadilla, Churros, Beef Crunchitos, Beefy Nacho Loaded Grillers, Cheesy Roll Up, Cheesy Bean and Rice Burrito, Spicy Chicken Mini Quesadilla, Spicy Cheesy Roll Up, Triple-Layer Nachos and Tostada, Caramel Apple Empanada and Cinnamon Twists.
Taco Bell will also host a "Happier Hour" promotion seasonally between 2 p.m. and 5 p.m. where snack and beverage items will be $1. Even the normally pricey higher-end Cantina Bell menu, which offers fresh-mex food similar to Chipotle and Qdoba, will undergo a price reduction from $8 to $5.
Overall Taco Bell seems to be launching a two-track strategy aimed at capturing market share from both low end and high end fast food. The question is, is it wise for a company that has a lingering reputation for cheap low quality food to try to introduce ever cheaper food? That will be up to Taco Bell fan's to decide but given the reception that greeted Doritos Locos there is no reason to believe that Taco Bell can't pull off another marketing success with its Cravings Menu. If nothing else, they will always have the stoner demographic, especially in Colorado and Washington.
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