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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?


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