USA- California-based fast food giant Taco Bell has launched its new menu lineup, which features five favourites from every decade since the 1960s in a nostalgic move meant to rejuvenate the company’s brand.
The new menu is only available in three locations in Southern California, from August 15 through August 19.
However, the fast-food chain revealed plans to make the nostalgia-filled menu available across all outlets nationwide by the end of the year.
The first menu item making a comeback is the Tostada, a combination of crispy corn tostada shells, refried beans, a red sauce, lettuce, and cheese, which debuted when the chain opened in 1962. The Tostada will retail at US$2.19 dollars.
The Green Burrito, a popular choice from the 1970s, is filled with crunchy onions, refried beans, shredded cheddar cheese, and a sauce made from tomatillos, chiles and jalapeños. It will retail at US$2.49.
The fast food chain opted to bring back the Meximelt from the 1980s, which is a combination of melted cheddar, Monterey jack, and mozzarella, with ground beef and pico de gallo, wrapped up in a tortilla. It will retail at US$2.99.
From the 1990s, Taco Bell opted to bring back the Beef Gordita Supreme, a flatbread filled with seasoned beef, a three-cheese blend, reduced-fat sour cream, lettuce, and diced tomatoes. The meal will also retail at US$2.99.
The chain has also brought back the Caramel Apple Empanada from the 2000s, a pie offering filled with apple pieces and a creamy caramel-flavoured filling. The pie will retail at US$2.99.
The move is seen as a means of rejuvenating the chain’s product offering by igniting excitement-filled nostalgia among customers while reintroducing fan favorites to newer customers who are unfamiliar with these classic offerings.
Taylor Montgomery, Taco Bell’s Chief Marketing Officer, said, “Now we’re thrilled to unite two groups of fans: those who fondly remember these menu items and those who have yet to experience the delight of a Caramel Apple Empanada or savor their first bite of a Meximelt with this menu.”
The new menu item should help revive customer loyalty and increase demand as more customers seek to relive craveable products from the company’s vault.
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