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Taco Bell's New Focus: Drinks, Premium Food, and Breakfast

Taco Bell's New Focus: Drinks, Premium Food, and Breakfast

Turns out McDonald's and Burger King won't be the only fast food chains focusing on premium products. So will Taco Bell.

On Tuesday, Yum Brands Inc., which operates Taco Bell, held an investor meeting and announced dramatic plans to shake up the menu at the Tex-Mex chain. Among other things, the game plan includes zeroing in on premium foods, highlighting healthy options, and testing a new line of breakfast offerings.

This year the company launched a nine-item Fresco menu, filled with healthier alternatives that have less than 9 grams of fat, that will be the focus of a "Drive-Thru Diet" campaign in January. It also has plans to extend its selection of beverages, based on the current success of its Frutista Freeze drinks. On top of everything else, the corporation is about to enter early market testing on a breakfast menu, slated to launch in 2012, that'll feature cobranded foods from brands like Seattle's Best, Cinnabon, and Jimmy Dean.


Do you think the fast food corporation's marketing tactics will bring in more diners? Have you sampled anything from Taco Bell's new menu? If not, would you be willing to give it a try?


Kelliegrl Kelliegrl 8 years
I saw the marketing case at marketing conference a year ago, and I wasn't sold, seems to stretch the brand a bit.
wunami wunami 8 years
Darn. I really liked Taco Bell for it's cheap greasiness. I don't care if it's not at all authentic. Sure...I don't eat there often, but I just like that it's there for when I get that craving.
JennMSU JennMSU 8 years
their fruitista isn't my favorite. i think there is a bullet point below it that says that it doesn't contain any actual juice, but hey, it's T-Bell, what do you expect? McD's has smoothies and they are really good! has anyone else has these? Michigan is typically a test market for a lot of these items (especially where I live -- Starbucks is 25 minutes away!) so we've had the McCafe drinks for quite awhile and honestly, I think I'm hooked on those too!
atomicspin atomicspin 8 years
I don't know why Taco Bell doesn't learn from their own history lessons. They had a "light" menu in the early 90's that failed miserably. They had a breakfast menu in the mid-90's that was absolutely delish, but failed miserably. I don't know how adding "Jimmy Dean" to their lineup is going to make it any more successful. That being said, I am Cinnabon's bitch, so we'll see how that part does.
PinkNC PinkNC 8 years
I haven't tried these new drinks yet but they look good.
SugarCat SugarCat 8 years
I had the fruitista - I had a hankering for a slurpee and this came nothing close to it. It was alright..
luckykarma luckykarma 8 years
I tried the Frutista thing once and it was okay. Nothing spectacular.
snarkypants snarkypants 8 years
well said mamasita! my thoughts exactly!
mamasitamalita mamasitamalita 8 years
those drinks look like they are all sugar. no thanks. if I want a freaking Big Mac or crunchy gordita, I will get fast food. I don't want my fatty delicious burrito "healthified". if I want healthy burritos, I'll make them myself. leave junk food alone and let it be what it is - junk. people can make their own decisions about whether or not to eat it.
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