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Forbes: The Taco Bell chain expects the U.S. restaurant price wars to heat up as the industry navigates its toughest operating environment in two decades.
 
The chain introduced its "Why Pay More" menu in May with items priced at 79, 89 and 99 cents. McDonald's, Wendy's/Arby's Group and others have rolled out value menu items and while other types of restaurants offer reduced-price meals, special promotions and smaller portions to drive sales.
 
Taco Bell is also promoting premium-priced items with higher profit margins, but the company expects the value items to carry it through the tough economy.
 

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