Taco Bell Puts New $1 Menu to the Test

The new pricing is available in California and Tennessee

   

Taco Bell Puts New $1 Menu to the Test

taco bell redesign yum brands 630 300x200 Taco Bell Puts New $1 Menu to the TestTaco Bell, owned by Yum! Brands (NYSE:YUM), is testing a new, cheaper menu in two cities.

The Mexican fast food chain is testing the $1 menu in Fresno, Calif., and Knoxville, Tenn., the Associated Press reports. Testing began in October and will continue for several more months. A decision will be made later about rolling out the menu nationally.

The “$1 Cravings Menu” contains nine items, three of which are new to the chain: a spicy chicken mini-quesadilla, a spicy cheese roll-up and a beefy cheese burrito. All are smaller than the chain’s typical menu items.

The menu was developed to allow customers to feel they have choice regarding whether to order from a specific discount menu or not. The company has split the menu into five basic “cravings,” beefy, cheesy, spicy, crunchy and sweet.

The new approach should also allow Taco Bell to more directly compete with McDonald’s (NYSE:MCD) Dollar Menu.

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Article printed from InvestorPlace Media, http://investorplace.com/2013/01/taco-bell-puts-new-1-menu-to-the-test/.

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