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The more aggressive courtship of junk food-loving younger people comes even as Taco Bell also seeks to expand its customer base with it higher-end Cantina Bell bowls and burritos, which executives have said bring in more women. In the third quarter, Taco Bell said the new Cantina Bell items helped lift sales at restaurants open at least a year by 7 percent. Without naming Chipotle Mexican Grill Inc., Yum Brands Inc. President Richard Carucci said in a conference call with investors last month that fast casual chains taught the company an important lesson
-- that people are willing to spend more money for higher-quality food, if it can be delivered quickly and conveniently. As such, Taco Bell will also announce plans to extend its Cantina Bell line, with a test of a steak quesadilla for $4.99 in Charlotte, N.C. For its core menu, it will launch "XXL Steak Nachos" for $5.99. In Dayton, Ohio, it will start testing a "smothered burrito" with red sauce that will cost $2.99 for beef, or $3.99 for chicken or steak. Taco Bell is owned by Yum Brands Inc., which also owns KFC and Pizza Hut.
[Associated
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