Taco Bell Debuts $2 Meal Deals

IRVINE, Calif. -- Taco Bell has launched an all-new $2 Meal Deal as the centerpiece of its Why Pay More Value Menu.

Available in four combinations, the $2 meal includes one Taco Bell item -- a Chicken Burrito, Double Decker Taco, Gordita Supreme or Beefy 5-Layer Burrito Deal -- a bag of 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. "Taco Bell is setting out to make big changes to big things and our brand promise with $2 Meal Deal is three 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 revealed consumers think combo meals are too pricey and have lost their relevance, the company said in a statement. This data was further bolstered by the insight that drinks are also viewed as too expensive.

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, will include 15-second and 30-second spots that humorously depict 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 handled through Draftfcb and digital was handled by R/GA, San Francisco.

Taco Bell first defined "value" when it introduced its three-tiered menu in 1988, and redefined value in 2004, with the Big Bell Value Menu, which gave customers a choice of more items. In 2008, the chain's permanent Why Pay More Value Menu re-established a key differentiation of three price points -- 79 cents, 89 cents and 99 cents.

Taco Bell's 5,600 restaurants sell more than 22 million Why Pay More Value Menu items each week.

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