Taco Bell, seeking to further bolster its value bonafides at a time when the industry is at a competitive peak, on Thursday introduced a new “Cravings Value Menu” with items ranging from $1 single items to $5 boxes.
The menu, which will officially start on Dec. 27, will feature a limited time offering of its Grande Burrito for $1 in two varieties: Chicken Enchilada and Three Cheese Nacho.
The Chicken Enchilada Burrito features shredded chicken, red sauce, sour cream and cheddar cheese. The Three Cheese Nacho Burrito includes seasoned beef, nacho cheese sauce, red tortilla strips, sour cream and a three-cheese blend.
“As a brand that likes to challenge industry norms, we have really sought to rethink what a value menu should be and the conventions of storytelling for it,” Taco Bell’s Global Chief Brand Officer Marisa Thalberg said in a statement.
The company plans to elevate its least expensive menu items with national ads featuring what it promises is “a world that is fantastical and surreal” that discusses “value beyond belief.” The ads will be televised nationally starting Dec. 27 and will also be featured on the chain’s social and digital platforms.
Earlier this year, Taco Bell promised 20 new $1 menu items, a goal it reached with the Grilled Fiesta Potato Breakfast Burrito, Spicy Tostada and Chicken Mini Quesadilla.
The Cravings menu will continue to have $1 items, including the Spicy Potato Soft Taco, Cheesy Bean & Rice Burrito, Beefy Fritos Burrito, Triple Layer Nachos, Cheesy Roll-Up, Spicy Tostada, Shredded Chicken Mini Quesadilla and Beefy Mini Quesadilla, along with other items.
It will also be rolling out more $5 boxes.
Quick-service restaurants have spent the past couple of years fighting hard over value customers, with varying degrees of success, amid weak sales and traffic. Quick-service traffic was down 4.6% in September and 1.9% in October, according to the Technomic Chain Restaurant Index.