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Taco Bell debuts $1 Morning Value Menu

A "breakthrough" new study* conducted on behalf of Taco Bell coinciding with the launch of Taco Bell's new $1 Morning Value Menu on March 10 reveals that consumers prefer spending less money than more money.

March 15, 2016

A "breakthrough" new study* conducted on behalf of Taco Bell coinciding with the launch of Taco Bell's new $1 Morning Value Menu on March 10 reveals that consumers prefer spending less money than more money, according to a company press release. The unsurprising highlights of the research include:

• 84 percent of consumers cite their preference to spend $1 vs. more than $1; while 16 percent of respondents desire to spend more.
• When considering $1 breakfast options, 81 percent say Americans should be given more choices.
• When thinking about $1 breakfast items, 80 percent say Americans should be given the option to have breakfast with bacon.

"We believe firmly in the power of research and strive to deeply understand our customers. We also believe firmly in the power of the painfully obvious," said Marisa Thalberg, chief marketing officer for Taco Bell Corp. "Our survey results were completely expected: Americans would rather pay less and have more choice. And of course, they love bacon for breakfast."

"While dollar menus disappear across America, Taco Bell is continuing to reinvent breakfast with delicious and unique menu items only Taco Bell can provide, with 10 items for $1 each," Thalberg added.

The new $1 Morning Value Menu contains four new items:

• Mini Skillet Bowl — A breakfast bowl filled with seasoned breakfast potatoes, scrambled eggs, cheese and Pico de Gallo.
• Breakfast Soft Taco — A warm flour tortilla filled with scrambled eggs, choice of bacon or sausage, and cheddar cheese.
• Sausage Flatbread Quesadilla — A grilled flatbread filled with a three-cheese blend, sausage and scrambled eggs.

The new menu items join existing breakfast items, including the Grilled Breakfast Burrito, available with choice of bacon, sausage or Fiesta Potato, hash browns, Cinnabon Delight two-pack and Mountain Dew Kickstart Orange Citrus.

*This survey was conducted online by Edelman Berland from Feb. 26–28 among 1,000 U.S. consumers (adults 18+).