Taco Bell is betting that more value will be a winner in 2026.
The Mexican fast-food chain on Tuesday said that it will release a Luxe Value Menu starting on Jan. 22.
The menu will feature 10 items priced at $3 or less, including five new items and five returning items, including the Cheesy Bean and Rice Burrito, the Spicy Potato Soft Taco, the Cheesy Roll Up, the 3 Cheese Chicken Flatbread Melt and the Cheesy Double Beef Burrito.
The new items include a Mini Taco Salad, a Beefy Potato Loaded Griller, Chips and Nacho Surpreme Dip, Avocado Ranch Chicken Stacker and, for a limited time, Salted Caramel Churros.
The items are priced from $1.19 to $2.99.
Members of Taco Bell Rewards will be able to access the menu starting this Friday on the Taco Bell app. Loyalty members in Los Angeles will also be able to reserve a preview of the menu on Wednesday and Thursday through 10 chauffeured trips through a drive-thru at a location there. Customers must reserve a spot on that preview through the reservation app Resy.
The menu is being introduced following successful tests last year. “This isn’t just a menu refresh,” Luis Restrepo, chief marketing officer for Taco Bell North America, said in a statement. “It’s a new standard for value at Taco Bell and across the industry.”
Taco Bell has been one of the most consistent performers in the restaurant industry and thrived last year because of its balance of value and menu innovation, including Luxe boxes priced at $5 to $7. Same-store sales grew 7% in the third quarter despite an overall weak performance in the quick-service sector.
Numerous restaurant chains have pushed new discounts early this year in a bid to generate traffic growth at a time when consumers are cutting back, particularly lower-income diners.
Yet restaurant diners have said in surveys that they do not want value to come at the expense of taste. Taco Bell hopes that its new menu will give them innovative new items at lower prices.
“Through extensive fan testing and bold innovation, we created menu items that deliver an elevated experience at an accessible price point,” Restrepo said.
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