Taco Bell tests dollar 'Cravings' menu

Jan. 14, 2013

As the quick-service value menu competition heats up, Taco Bell may be stepping up its game soon. According to the Huffington Post, the chain has been testing its version of the value menu in Fresno, Calif., and Knoxville, Tenn.

The $1 Cravings Menu features nine items. If the tests prove successful, the Cravings Menu could replace the chain's "Why Pay More" menu, which was introduced in 2008 and features 89-cent and 99-cent offerings.

The tests are expected to continue for a couple more months before a decision is made to broaden the rollout. Chris Brandt, vice president of Marketing, told the publication that the "idea for "$1 Cravings" came about after consumer research showed diners felt like they were forced to eat off the value menu, rather than wanting the items it offered. So Taco Bell decided to split the $1 Cravings menu into what it considers to be five universal cravings: beefy, cheesy, spicy, crunchy and sweet."

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