- Taco Bell is expanding its $ 1 menu with 20 new offers planned for 2018.
- McDonald's is also resurrecting its Dollar Menu in January.
- The CEO of Taco Bell says that competition for value-conscious fast food diners is about to heat up.
Buyers of good offers: the menu in dollars is returning.
Taco Bell announced that it will expand its menu in dollars with plans to launch 20 offers of $ 1 for a limited time during 2018, in addition to the 20 permanent menu items of $ 1. In mid-December, the chain is deploying the stacker $ 1, which has layers of meat and cheese between a tortilla on the grill.
"People ask the question: Who orders on the value menu?" Brian Niccol, CEO of Taco Bell, told Business Insider.
"The real question is, who does not? … It does not matter if you make $ 40,000 or $ 140,000, young, old. "
According to Taco Bell, the $ 1 menu items generated $ 500 million in sales in 2017. $ 5 boxes generated an additional $ 1 billion in sales
While Taco Bell doubles its value, McDonald's is also resurrecting its iconic dollar menu.
McDonald's announced on Monday that it will introduce new menus priced at $ 1, $ 2 and $ 3 at the beginning of January, any size of soft drinks and cheeseburgers for $ 1, bacon McDoubles and McCafe drinks for $ 2, and Happy Meals and triple cheeseburgers for $ 3, reported Reuters.
Executives recognized that McDonald & # 39; s has had trouble attracting customers with securities since it killed the menu of dollars in 2013. With McDonald's and Taco Bell doubling on the dollar menu, it seems that at the beginning of 2018 it is shaping up to be a real battle for dollars. bargain buyers.
"Make no mistake, when the market leader starts doing things really well in different places, it only means that he has to be much more committed to his specific strategy, "said Niccol. "It will be more competitive [when McDonald’s rolls out its new value menu] without doubts."
Niccol said he is optimistic about Taco Bell's strategy, partly because the chain can launch new, more creative, and sometimes absurd products, while McDonald's focuses on more traditional offers. And, although it says that the financial situation of the clients has improved in general since Taco Bell deployed its menu of dollars in 2014, there is still a deep desire for value.
"With the technology of social networks and the recession mentality still fresh with people, they believe that they can have access to many experiences that maybe in the past they would have to pay a premium," Niccol said. .