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After nine years of declines, Yum achieved net new store openings in the U.S. last year. To spur new restaurant growth, Taco Bell is also offering franchisees better contract terms. For now Brandt said Taco Bell wants to ensure the "$1 Cravings Menu" performs strongly before it's rolled out more widely. The menu could also be tweaked along the way, but currently includes three new items: a spicy chicken mini quesadilla, a spicy cheese roll up and a beefy cheesy burrito, which is smaller than Taco Bell's typical burritos. The test by Taco Bell was reported earlier by the site BrandEating.com, which covers fast food news. Taco bell typically tests new menu items on the West Coast and either on the East Coast or in the South. That's because perceptions about Taco Bell vary depending on location. While the Mexican food market is much more competitive on the West Coast, Brandt said "Taco Bell defines what Mexican food is" in some parts of the East Coast. Janney Capital Markets analyst Mark Kalinowski noted the new value menu could be a smart move, given McDonald's recent return to emphasizing its Dollar Menu, after an attempt to tout the new "Extra Value Menu" flopped. Kalinowski noted that the promotion of the Dollar Menu helped boost sales in November for McDonald's.
[Associated
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