Taco Bell® Reveals American Consumers Would Rather Pay $1 vs. More Than $1**

Not entirely groundbreaking new research coincides with announcement of new, $1 Morning Value Menu at Taco Bell

March 10, 2016 // Franchising.com // IRVINE, Calif. – THIS JUST IN: A breakthrough new study conducted on behalf of Taco Bell reveals that consumers actually prefer spending less money than more money.

Surprising no one, key highlights of the research include:

  • 84 percent of consumers cite their radical preference to spend $1 vs. more than $1; while 16 percent of respondents surprised everyone in their desire to spend more
  • When considering $1 breakfast options, 81 percent say Americans should be given more choices
  • When thinking about $1 breakfast items, 80 percent say Americans should be given the option to have breakfast with bacon

Ironically enough, the research coincides with the launch of Taco Bell’s new $1 Morning Value Menu, available on menus nationwide today. The latest study shows consumers unwavering in their desire for true dollar menus, despite their disappearance in restaurants across the nation. Championing the dollar, Taco Bell is the only national quick-service restaurant to offer a $1 morning menu where all 10 craveable items are actually $1 each. Setting them even further apart from national competitors, Taco Bell has the only morning value menu that offers bacon in some of the items. After all, Americans love choice, and they love bacon too***.

“We believe firmly in the power of research and strive to deeply understand our customers.  We also believe firmly in the power of the painfully obvious,” said Marisa Thalberg, Chief Marketing Officer for Taco Bell Corp. “Our survey results were completely expected: Americans would rather pay less and have more choice. And of course, they love bacon for breakfast.”

Thalberg continued, “While dollar menus disappear across America, Taco Bell is continuing to reinvent breakfast with delicious and unique menu items only Taco Bell can provide, with 10 items for $1 each.”

About Taco Bell

Taco Bell first shook up morning routines back in 2014 with the introduction of breakfast in restaurants across the country. The new $1 Morning Value Menu contains three brand new items with a twist, including: the Mini Skillet Bowl, a delicious breakfast bowl filled with seasoned breakfast potatoes, fluffy scrambled eggs, warm melty cheese and freshly-prepared Pico de Gallo; Breakfast Soft Taco, a warm flour tortilla filled with fluffy scrambled eggs, your choice of flavorful bacon or delicious sausage and real cheddar cheese and the Sausage Flatbread Quesadilla, a pillowy flatbread filled with a three cheese blend, delicious sausage, and fluffy scrambled eggs, grilled to seal in all the flavors.

The new items join the reigning breakfast items, including the Grilled Breakfast Burrito, available with your choice of Bacon, Sausage or Fiesta Potato, Hash Brown, Cinnabon® Delights™ 2 Pack and Mountain Dew® Kickstart™ Orange Citrus. The introduction of the $1 Morning Value Menu shows the brand’s dedication to disrupt America’s breakfast routines by presenting classic breakfast flavors with a twist, all at a price fans will go crazy for.

The release of the new menu is an extension of the brand’s long-standing promise to deliver quality food at great value. The launch is supported by the brands announcement in late 2015 to serve exclusively cage-free eggs by December 31, 2016.

A multi-channel marketing campaign supported the launch of the $1 Morning Value Menu, with content on TV, radio, digital, mobile, social and PR. Leading up to launch, Taco Bell dropped hints with a first-ever post on the app, Wishbone. As the latest brand to begin using the Wishbone and Slingshot platforms, Taco Bell will continue to engage on the app for future campaigns. 

Fans are encouraged to learn more about the Morning Value Menu by visiting The Feed on Ta.co.

*This survey was conducted online by Edelman Berland from February 26 – 28, 2016 among n=1,000 US Consumers (Adults 18+).

**84% of people would rather spend $1 for an item vs. more than $1 for the same item.

***When considering $1 breakfast options, 81% say Americans should be given more choices; When thinking about $1 breakfast items, 80% say Americans should be given the option to have breakfast with bacon. 

SOURCE Taco Bell


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Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant.


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