Taco Bell Redefines Value for the QSR Industry and Makes Combo Meals Relevant Again for Dollar Stretchers Everywhere with All-New $2 Meal Deals

$2 Meal Deal Features Taco Bell® Item, Bag of Doritos and a Drink, for Two Dollars

IRVINE, Calif. (RestaurantNewsRelease.com) In a land where value meals are trapped inside a sea of sameness and combos are increasingly irrelevant, Taco Bell® is remaining true to its heritage as the quick service restaurant industry’s (QSR) value pioneer and redefining the idea once again. Beginning today, value seekers should look no further than Taco Bell, as we are fundamentally changing the QSR value paradigm with the launch of the all-new $2 Meal Deal. These four different combo meals consist of three items for just $2, Why Pay More!

While other QSRs tout dollar menus and combos at around $3, Taco Bell is breaking through the clutter and redefining value. Its $2 Meal Deal has a low price that won’t break the bank and variety that consumers enjoy via four different, enticing options.

$2 Meal Deal, the latest centerpiece of Taco Bell’s industry-leading Why Pay More® Value Menu, are available in four combinations and will include one Taco Bell item, a bag of Doritos chips and a medium drink. Available at participating Taco Bell locations nationwide, the $2 Meal Deal is available in the following four different combinations.

  • $2 Chicken Burrito Deal with Doritos chips and a medium drink
  • $2 DOUBLE DECKER® Taco Deal with Doritos chips and a medium drink
  • $2 GORDITA SUPREME® Deal with Doritos chips and a medium drink
  • $2 Beefy 5-Layer Burrito Deal with Doritos chips and a medium drink

“Our customers have come to expect really amazing value for their money and at most QSRs can typically find one item for one dollar, two items for two dollars, three items for three dollars, and so on,” said David Ovens, Chief Marketing Officer, Taco Bell Corp., Irvine, Calif. “Taco Bell is setting out to make big changes to big things and our brand promise with $2 Meal Deal is 3 items for $2. We want to change the way consumers can access value menus by introducing a new and substantially better deal, especially when it comes to a meal.”

Combo meals are a large part of the QSR business and a recent internal study by Taco Bell has shown that consumers think combo meals are too pricey and have lost their relevance. This data was further bolstered by the insight that drinks are also viewed as too expensive. Taco Bell is setting out to change these perceptions by offering break through value only Taco Bell can deliver and by partnering with great brands, such as this first-time partnership with Doritos, to “make value matter” for consumers in a relevant and differentiating way.

Taco Bell’s history is steeped in offering breakthrough value for consumers. It first defined value when it introduced its three-tiered menu in 1988, and redefined value again in 2004, with the Big Bell Value Menu®, which gave customers a choice of more filling items. In 2008, the permanent Why Pay More Value Menu re-established a key differentiation of three price points – 79¢, 89¢ and 99¢ – as Taco Bell challenged America to trade their burgers for burritos and save their dimes. It’s no wonder Taco Bell’s 5,600 restaurants sell more than 22 million Why Pay More® Value Menu items each week.

The 79-89-99 Why Pay More Value Menu gives variety seekers safe haven on a value menu. For 79 cents, they can enjoy the Cheese Roll-Up, Crispy Potato Soft Taco or Cinnamon Twists. On the 89 cent menu, the Crunchy Taco, Chicken Soft Taco, Triple-Layer Nachos and Beefy 5-Layer Burrito satisfy. Finally, the 99 cent menu features classics like the Bean Burrito, Soft Taco and Caramel Apple Empanada, as well as the Grilled Chicken Burrito, featuring creamy avocado ranch sauce. With the addition of the four $2 Meal Deal to this menu, customers now receive a drink and a side to make a full combo meal providing them tremendous value.

Taco Bell’s $2 Meal Deal will be promoted through an integrated summer campaign that includes TV and radio advertising, in-store promotions, Web sites and social media activity, as well as public relations and enhancements with Taco Bell’s existing sports and entertainment sponsorships. The TV advertising, handled through Draftfcb, Irvine, will include :15 and :30 spots that humorously depict our consumers’ question of “Which item in the $2 Meal Deal is free – the Taco Bell item, the chips or the drink?” In-store signage was also handled through Draftfcb, Irvine and digital was handled by R/GA, San Francisco. For more information about $2 Meal Deal, visit www.tacobell.com.

About Taco Bell Corp.

Taco Bell Corp. (“Taco Bell”), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation’s leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the 79-89-99 Why Pay More!® Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.