- Taco Bell is killing its dollar menu.
- On Thursday, the chain announced it is swapping out its Dollar Cravings Menu for a unified Cravings Value Menu, which ranges from $US1 menu items to $US5 Cravings Boxes.
- The dollar menu is disappearing as a fast-food staple as chains increasingly emphasise bundled value deals.
Taco Bell is ditching the dollar menu.
On Thursday, the chain announced it is swapping out its Dollar Cravings Menu for its new, unified Cravings Value Menu. The Cravings Value Menu will include both $US1 menu items, such as the $US1 Grande Burrito, as well as $US5 Cravings Boxes.
In December 2017, Taco Bell announced it was expanding its dollar menu. The chain rolled out 20 limited-time $US1 offerings throughout 2018, in addition to the 20 permanent $US1 menu items.
“While [the dollar menu] was a huge focus in 2018, and a promise we exceeded, in 2019 we’re really focusing on the revamped Value Cravings Menu and what that means for fans,” a Taco Bell representative said in an email to Business Insider. “We’re confident the new look, feel and offerings go against competitors value offerings.”
The dollar menu – made famous by McDonald’s – has mostly disappeared from modern American fast-food chains. While many chains have $US1 menu items, companies have increasingly turned to different types of value deals.
For example, McDonald’s killed the Dollar Menu in 2013. In January, McDonald’s launched the $US1 $US2 $US3 Dollar Menu, which offers deals at three price points. And, in November, McDonald’s launched the $US6 Classic Meal Deal, a bundled deal that includes one entrée, a small fry, a drink or sweet tea of any size, and an apple pie or seasonal pie.
McDonald’s isn’t alone in turning to bundled deals as a way to win over budget shoppers. Burger King introduced its $US6 King Box in December, and Wendy’s expanded its four-for-$US4 bundle deal earlier in 2018.
Now, with the Cravings Value Menu, it seems that Taco Bell is ready to join its rivals in emphasising bundled deals as the dollar menu’s power continues to fade.
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