Food & Beverage

Taco Bell: 'Change is hard'

Photo: iStock

July 22, 2020

Taco Bell's plans to simplify its menu Aug. 13 were designed — according to the brand — to create a more efficient experience for both customers and store staff. The brand told QSRweb in an email that it was cutting some of its fan favorites from the menu, including the 7-layer burrito, potato bites and loaded grillers. The move came, according to Taco Bell, after "months of analyzing the new way we are running our restaurants … to ensure an easy and fast ordering experience for our guests and team members, while simultaneously opening up opportunities for even more innovation," brand leaders explained on its website.

The company said that since the pandemic hit globally, it has transformed operations at its stores and corporate headquarters to find the best way to position the longtime Mexican-American fast food concept for the future.

Leaving the menu are:
• Grilled Steak Soft Taco
• 7-Layer Burrito
• Nachos Supreme
• Beefy Fritos Burrito
• Spicy Tostada
• Triple Layer Nachos
• Spicy Potato Soft Taco
• Cheesy Fiesta Potatoes
• Loaded Grillers (Cheesy Potato, Beefy Nacho)
• Chips & Dips
• Mini Skillet Bowl

In their place, the brand is adding $1 beef burritos to the permanent menu and a $5 Grande Nachos box LTO. Taco Bell is also cutting Quesaritos, but customers may continue to order them digitally.

At a time when the confines of the pandemic are pushing brands to streamline in-store operations and build out-of-store channels, these would seem to be laudable business goals, but many customers are complaining via social media.

Taco Bell has not responded to QSRweb's request for comment but posted this message on its website:

"While change is hard, a simplified menu and innovation process will leave room for new fan favorites, continued progress in categories such as plant-based diets, and even opportunities for the return of some classics on a limited-time basis."