Taco Bell tests a dollar menu in 2 cities

05/2/2013 | Advertising Age (tiered subscription model)

Taco Bell is experimenting with its version of a dollar menu, called $1 Cravings. Items available in the test markets of Sacramento, Calif., and Kansas City, Mo., include Shredded Chicken Mini Quesadilla and Triple Layer Nachos. The chain has had a "Why Pay More" menu starting lower than a dollar, but gradually those prices rose above the price point, muddying the value proposition, according to Brian Niccol, chief marketing and innovation officer.

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