News
Taco Bell adds shrimp to the menu
March 3, 2010
Taco Bell has introduced added a new protein to its menu, at least for a limited time. The new Pacific Shrimp Taco LTO, which debuts nationwide today, features six succulent shrimp marinated in authentic Mexican spices, crisp lettuce, freshly prepared salsa and avocado ranch sauce.
Lidija Davidson, director of brand marketing for Taco Bell, said the new offering is the start of a new trend for the chain: a leaning toward premium products.
"While consumers rank Taco Bell as the value leader in QSR, we see an opportunity to also offer them high quality products," she said. "The Pacific Shrimp Taco is just one of many menu items we're launching that showcase a key quality ingredient."
Davidson said the product performed successfully in test markets and the company expects the same from the nationwide launch. "We're confident that it will help drive quality perceptions among consumers while also bringing exciting product news to the Taco Bell brand."
The Pacific Shrimp Taco is available for $2.79 at participating locations through April 11.
Future products
Greg Creed, president and chief concept officer for Taco Bell, told investors at parent company Yum! Brands' annual investor update conference that the shrimp taco is one of three new proteins planned for U.S. stores. The chain plans to launch a line of soft corn tacos featuring pork as well as its traditional chicken and steak. A third protein will be introduced later next year. The chain also is testing breakfast.
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