Normally, Taco Bell rolls out new menu items one at a time. The chain may have multiple additions based on a new ingredient, like its recent line of shredded beef products, but it rarely adds more than one different food item at the same time.
The Yum Brands (YUM) -) chain, however, likes to keep people guessing. Unlike its chief rival Chipotle Mexican Grill (CMG) -), which adds one new protein variant every few months at most, Taco Bell operates unpredictably.
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Sometimes, the Mexican chain tells people about new menu items well in advance while at others, the chain literally just adds items without any fanfare. It's a unique strategy that helps the company build social media buzz while also always giving its fans a reason to visit.
Taco Bell has a very versatile menu because a single new ingredient can be used across multiple products. That allows it to offer a bunch of new items without complicating operations in its kitchen.
In this case, however, the chain has borrowed from a bunch of its past strategies while also doing something new. It's telling people when some new items will debut, and one popular take on a McDonald's (MCD) -) classic will return while bringing most of its revised menu to customers on the same day.
Image source: Taco Bell
Taco Bell shares menu news
Taco Bell fans have two dates they should circle on their calendars. On Sept. 7, The chain will add a bunch of new items to its menu, "bringing more limited goodness in one month than some chains do in a year," according to the Snackolator Instagram page. The menu additions include:
- Rolled Chicken Tacos with choice of dip
- Strawberry Creme Delight Freeze
- $2 Chicken Enchilada Burrito
- Cheesy Jalapeno Mexican Pizza
- Strawberry Twists.
That's not all that Taco Bell has planned for September. The chain also plans to bring back its famed Nacho Fries on Sept. 28m, with a new large-size option.
Nacho Fries are a clear example of Taco Bell doing things differently than its fast-food rivals. The fries themselves incorporate spices you traditionally see used in Mexican cooking while the nacho cheese sauce gives them a spin that McDonald's and Burger King don't offer.
Wendy's (WEN) -) has followed Taco Bell's lead and offers a variety of different seasonal cheese fries choices in addition to its popular Baconator Cheese Fries.
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Taco Bell leans on digital sales·
In a sense following McDonald's lead, Taco Bell has been investing heavily in its digital ordering capabilities. That's something Yum Brands CEO David Gibbs talked about during the chain's second-quarter earnings call.
"Our distinctive digital capabilities, which enable easier experiences and greater access to our iconic brands, continue to unlock incremental sales through higher spend and frequency, as well as incremental profitability for our system," he shared. "On that note, I'm pleased to report another quarter of double-digit growth, resulting in $7 billion in digital sales, representing over 45% of our global system sales."
Gibbs also highlighted the brand's partnership with noted Taco Tuesday enthusiast Lebron James,
"This quarter, the team launched a campaign to liberate Taco Tuesday in a first-ever global Taco Tuesday campaign spanning 19 markets in partnership with a true global icon, LeBron James. The campaign created massive brand buzz with engagement and mentions in one week for Taco Tuesday liberation surpassing the entirety of the highly successful Mexican pizza relaunch last year," he added.
