News

Taco Bell launching revamped $1-$5 menu

December 13, 2018

Taco Bell is doubling down on its value focus, by launching a revamped and unified Cravings Value Menu with all items in the $1 to $5 range. The menu launches Dec. 27, a news release said. 

The chain is kicking off the menu launch with a $1 LTO of a grande burrito in either chicken enchilada or three cheese varieties. 

"As a brand that likes to challenge industry norms, we have really sought to rethink what a value menu should be AND the conventions of storytelling for it," said Global Chief Brand Officer Marisa Thalberg, in the release.

The brand will also launch a new marketing campaign around the menu with what it says is some of the most sophisticated imagery in use that takes the audience into "a world that is fantastical and surreal" on national television, digital and social platforms starting on Dec. 27, as well. 

Earlier this year, the brand surpassed its stated goals to launch 20 new dollar-menu items with the introduction of dishes like the grilled fiesta potato breakfast burrito and chicken mini quesadilla.