Chipotle Who? Taco Bell Working on New Low-End Menu

by Nate Wooley | May 3, 2013 12:53 pm

taco bell 630 300x225 Chipotle Who? Taco Bell Working on New Low End Menu[1]Yum Brands’ (NYSE:YUM[2]) Taco Bell might take a new, low-price menu national sometime this year.

The new items — dubbed the “$1 Cravings” menu — began testing in January, the Associated Press reports[3].

The new menu is aimed at the lowest-price crowd. Each item will be $1 and will replace the chain’s earlier “Why Pay More” menu which featured multiple price points.

The menu has 12 items to start and includes some newer items such as the Shredded Chicken Mini Quesadilla and the Beefy Nacho Loaded Griller. It is currently being tested in the Kansas City and Sacramento markets.

Increased competition between fast-food chains — and a lack of growth — are forcing companies to innovate. Most of them are bringing out some form of discounted meals for the lowest spenders in an attempt to increase sales.

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Endnotes:
  1. [Image]: http://investorplace.com/wp-content/uploads/2012/01/taco-bell-630.jpg
  2. YUM: http://studio-5.financialcontent.com/investplace/quote?Symbol=YUM
  3. the Associated Press reports: http://www.washingtonpost.com/business/taco-bell-says-new-value-menu-_-1-cravings-_-may-come-soon/2013/05/02/357508dc-b36f-11e2-9fb1-62de9581c946_story.html
  4. Taco Bell Wrapper Leads to School Lock-Down: http://investorplace.com/2013/05/taco-bell-wrapper-leads-to-school-lock-down/
  5. McDonald’s Mulls All-Day Breakfast Menu, Delivery: http://investorplace.com/2013/04/mcdonalds-mulls-all-day-breakfast-menu-delivery/
  6. Chipotle to Roll Out Premium Margaritas Chainwide: http://investorplace.com/2013/04/chipotle-to-roll-out-premium-margarita-across-chain/

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