Taco Bell’s Secret To Driving Fast-Food Customers Back Into Stores

Taco Bell has reportedly found the secret to driving fast-food customers back into its stores, hitting them right in their pockets. This comes as most fast-food companies are having difficulties retaining customers in tough economic times.

Per CNN, Yum! Brands CEO David Gibbs revealed his company’s secret weapon in a second-quarter earnings call Tuesday. He cited Taco Bell’s 10-item value menu as one way the fast-food giant is attracting return customers in a challenging economic environment.

Gibbs stated, “I think we’re really seeing Taco Bell stand out from the crowd.” Referring to the value menu, he added, “They’re unique items that nobody else in the industry has. And they’re not like junior-sized versions of a core item.”

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The company’s Cravings Value Menu includes items that cost between $1 and $2.99. It also features four vegetarian options: the Cheesy Roll-Up, Spicy Potato Soft Taco, Cheesy Bean & Rice Burrito, and Cheesy Fiesta Potatoes.

Customers can also choose from other Cravings Value Menu items, like the Double Stacked Taco, Stacker, Cheesy Double Beef Burrito, 3-Cheese Chicken Flatbread Melt, Chicken Enchilada Burrito, and the Loaded Beef Nachos.

In June, the company introduced the $7 Luxe Cravings Box. The Luxe Cravings Box, available for a limited time, features full-sized menu items, including a Chalupa Supreme, Beefy 5-Layer Burrito, Double Stacked Taco, chips and nacho cheese sauce, and a medium fountain drink. The price point was a 55% discount off suggested menu prices (based on a-la-carte menu items), according to Taco Bell.

“With the launch of the $7 Luxe Cravings Box, we’re giving consumers our most craveable items at an affordable price point and living up to our commitment on value to satisfy cravings with fan favorite full-sized menu items,” said Taylor Montgomery, chief marketing officer of Taco Bell North America. “Our Cravings Value Menu is one of the leading value menus within the industry, offering 10 items at under $3, because we believe consumers shouldn’t have to choose between affordability and abundance.”

Subsequently, Yum! Brands hasn’t only focused on Taco Bell regarding value deals. The company has launched KFC’s Taste of KFC deals and Pizza Hut’s $7 Deal Lover’s Menu.