Food & Beverage

Taco Bell relaunches 'naked chicken' as answer to QSR chicken sandwich 'sameness'

Taco Bell's chicken 'gets naked' in response to what the brand says is chicken sandwich "sameness." (Photo provided)

May 19, 2021

Taco Bell is taking a jab at what it calls the "Bun-mayo-chicken-pickle-bun" sameness of the chicken offerings at other QSRs by pushing its twist on chicken — the Naked Chicken Chalupa — which its loyalty club members can get a hand on starting today, a news release said.

The chain introduced the offering first four years ago, following what it said was the successful launch of the Crispy Chicken Chickstar in 2015, and the naked chicken chalupa has since been followed by naked chicken chips, a crispy chicken quesadilla and, finally, the crispy chicken sandwich taco, most recently.

"When you look at the industry, you see the same sandwich being introduced as new everywhere, but at Taco Bell, being a follower isn't our philosophy," Taco Bell Chief Food Innovation Officer Liz Matthews said in the release. "We've listened to our fans and we're confident this is the perfect time to bring back this fan-favorite. The Naked Chicken Chalupa is just the beginning of Taco Bell's chicken offerings this year with more unexpected menu items being introduced at a later time."

The Naked Chicken Chalupa includes marinated white meat chicken rolled in a crunchy coating and fried crisp inside the chalupa with lettuce, cheddar cheese, diced tomatoes and avocado ranch for $3.49 or in a box for $5.99, which includes a beef burrito, crunchy taco and medium fountain drink.

The chalupa re-release is accompanied by an integrated ad campaign, "Chicken Philosophers," launching May 23 in TV spots that feature 18th-century-style philosophers arguing over what the brand portrays as "seemingly indistinguishable differences" between chicken sandwiches, which the naked chicken chalupa is featured as the answer to. There's even a mini Chicken Philosophers mockumentary along the same lines being introduced.

The naked chicken chalupa releases nationally to all customers tomorrow.