Taco Bell's menu might as well be written on a chalkboard because it seems to change every week.
Customers of the chain never know exactly which limited-time offers will be on the menu and when they might go away.
The Yum Brands (YUM) chain has been willing to get rid of fan favorites (like removing the Mexican Pizza during the covid pandemic), and it regularly uses an "absence makes the heart grow fonder" strategy.
These bold moves keep customers engaged even if they're sometimes enraged when the chain either takes something they like off the menu or runs out of a limited-time offer before its scheduled end date.
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Taco Bell, unlike its key rival, McDonald's (MCD), also listens to its customers. The Mexican chain has conducted multiple polls, where it asks customers which products to bring back. When it has done that, it has put the top vote-getter back on the menu.
McDonald's, for its part, has trolled its customers on Twitter by asking them to answer the question "Bring back ____" and then not returning Snack Wraps, the clear winner, to its menu.
Taco Bell Chief Marketing Officer Taylor Montgomery, in a May 22 Reddit "Ask Me Anything," confirmed that the chain would be abiding by a recent customer vote and bringing back a popular favorite.
Image source: Taco Bell
Taco Bell Sticks to Its Menu Promises
Taco Bell has turned to its customers multiple times, letting Rewards members vote on which popular menu items to bring back. The Enchirito, a cross between an enchilada and a burrito, has twice been the winner of those votes.
The popular menu item, launched more than 50 years ago, first came back briefly last November. And now Montgomery has confirmed that it will be coming back again, as promised.
"Late last year the Enchirito won the fan vote to temporarily come back on the menu," the CMO wrote during his Reddit session. "If you missed it, don't worry, I can confirm publicly for the first time that it will be back very soon for a limited time."
Montgomery did not specify when the item would be brought back or for how long. Taco Bell shared some of the Enchirito's history in a news release when it returned last year.
"The Enchirito has an even longer love story, going back to 1970 before its departure in 2013, and was one of the first bold innovations that demonstrated Taco Bell's drive for Mexican-inspired fusion," the chain said.
"The Enchirito is made up of a soft flour tortilla, loaded with seasoned beef, beans, and diced onions all rolled up and smothered with its classic red sauce before being topped with melted shredded cheddar cheese,"
New Nacho Fries Are Coming, Too
Taco Bell has gone after its fast-food rivals, including McDonald's, with its nacho fries, its take on the classic burger-chain side dish.
The Mexican chain has offered its version of french fries in a lot of different ways, and it has released the latest edition, steak chili verde fries, nationwide.
"The new Steak Chile Verde Fries feature a new Chile Verde Hot Sauce that incorporates jalapeño, lime, and zesty herbs," the company said in a news release.
"This sauce is poured on top of crispy, spiced fries along with Taco Bell’s signature warm nacho cheese sauce, three cheese blend, reduced fat sour cream, crunchy Fiesta strips, and marinated and grilled steak."
Taco Bell will also offer the Steak Chile Verde Fries in a number of ways, The classic version will sell for $4.49 (prices may vary in some markets). A Steak Chile Verde Fries Burrito, consisting of the same flavors and ingredients as the Steak Chile Verde Fries, but wrapped in a warm tortilla, will be offered for $3.99, and a vegetarian version of both will cost $3.79 and $3.49, respectively.
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