While its chief rival in the Mexican fast-food space, Chipotle, seems to only offer something new maybe once a quarter, Taco Bell sometimes adds more than one new item in the same week. The chain maintains a breakneck pace of additions that don't seem to follow any specific schedule.
Even recurring favorite limited-time offers seem to come and go on a random basis. You might see a fan favorite come back after only being gone for a few months, or it might disappear for years.
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The Yum Brands (YUM) -) chain also follows different scripts for each menu item. Its recently-returned Volcano Menu, for example, was heavily promoted. Press releases were sent to the media and Taco Bell clearly wanted attention for the launch.
Other products simply pop up with no fanfare (perhaps to create a buzz on social media). That's especially true when the chain tests new items on a limited basis.
Now, Taco Bell has two different tests going on for new products that could eventually join the nationwide menu or (as is sometimes the case) might never be seen again.
Image source: Taco Bell
Taco Bell wants to offer value and compete on higher-priced items
Taco Bell has two goals -- delivering value and showing that it can compete at the higher end of the market with Chipotle. That's something Yum Brands CEO David Gibbs spoke about during his company's first-quarter earnings call.
"This quarter, Taco Bell created customer buzz around crave-able product offerings that included the Crispy Melt Taco and the Grilled Cheese Burrito while still providing everyday value through $2 burritos on the Cravings Value Menu," he said. "Strong demand for the Grilled Cheese Burrito is a fantastic example that proves Taco Bell can win in the big burrito category and participate in higher price points while maintaining value leadership."
Now, the chain has two separate menu item tests going on which each speak to either value or competing at higher price points.
Taco Bell testing two new menu items
Taco Bell has been testing a new Shredded Beef Grilled Cheese Burrito in select locations in Oklahoma.
"Grilled until bubbly, the Shredded Beef Grilled Cheese Burrito includes a melty three-cheese blend on the inside and features Taco Bell’s new slow-braised shredded beef simmered in spices until tender and juicy plus a classic, flavorful green sauce," Chewboom reported.
Shredded beef, which is a new protein, can be substituted across the chain's menu.
If you live in Dayton, Ohio, however, you will be able to test Taco Bell's new value offerings — $2 Chicken Flatbread Melts that come in two flavors, Mexican BBQ Flatbread Melt and Three-Cheese Flatbread Melt.
"The Mexican BBQ Flatbread Melt features grilled marinated all-white meat chicken slathered in a zesty new Mexican BBQ sauce, paired with a blend of three shredded cheeses — cheddar, mozzarella, and Monterey pepper jack -- all melted together," a separate Chewboom story shared.
The Three-Cheese Flatbread Melt "brings a creamy and mildly spicy twist with its Creamy Chipotle sauce and three shredded cheeses — cheddar, mozzarella, and Monterey pepper jack," the site added.
Taco Bell offers these new items both a la carte and as part of various combo meals.
