Taco Bell has a long history of bringing back fan-favorite menu items when customers don't expect it. Unlike rivals like McDonald's (MCD) and Wendy's (WEN) which have a recurring schedule for many (but not all) of their most-popular limited time offers (LTOs), Taco Bell seems to keep things entirely random.
When the Yum Brands (YUM) chain takes something off the menu, you can assume it's going to come back at some point. The problem for customers is that you never know if a favored item will disappear for months or years.
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That's part of the chain's genius. When it introduces an LTO that its customers like, they have to order it as often as they can because they don't know when it will come back once it leaves the menu.
Some items, like the chain's Nacho Fries, have come and gone multiple times (in a variety of versions) over the course of a single year. Others might pop up for a few months and then go away for years.
Now, the chain has brought back a fan favorite for a trial run that could be a precursor of its nationwide return.
Image source: Taco Bell
Taco Bell Tests Triple Double Crunchwrap Return
Sometimes, Taco Bell's menu can be a bit confusing. The chain, for example sells a line of Breakfast Crunchwraps and a variety of lunch/dinner Crunchwraps that are part of its permanent menu. It has also offered the Triple Double Crunchwrap as a limited-time-offer first in 2016, then most-recently in 2021.
Now, the chain has been testing a return of the fan favorite Triple Double Crunchwrap as part of a three-course, and a five-course menu offering, Brand Eating reported.
The Triple Double Crunchwrap consists of two layers of seasoned beef, nacho cheese, and a crunchy tostada shell along with lettuce, reduced-fat sour cream, and tomatoes wrapped up in a folded flour tortilla which is then grilled.
"The $5 3-Course Meal is being tested as part of the Cravings Value Menu where it slots in place of the $5 Classic Combo. It includes a Triple Double Crunchwrap, Crunchy Taco, and Cinnamon Twists," the website reported. "The Triple Double Crunchwrap 5-Course Meal costs $8.99 and includes a Triple Double Crunchwrap, Beefy 5-Layer Burrito, Nacho Cheese Doritos Locos Taco, Crunchy Taco, Cinnamon Twists, and a medium fountain drink."
The offer is currently being tested in a limited number of stores in Ohio.
Taco Bell's Strategy Is Working
Taco Bell saw its first-quarter system sales grow by 12%. That breaks down to 8% growth in same-store sales and 6% unit growth.
"These incredible results build on years of sustained top-line strength as the team executes on its consistent growth formula, which leverages the combination of brand buzz with unparalleled value offerings, mass occasions, and digital initiatives," Yum Brands CEO David Gibbs said during his company's first-quarter earnings call.
He cited LTOs and value as drivers of the company's success.
"This quarter, Taco Bell created customer buzz around crave-able product offerings that included the Crispy Melt Taco and the Grilled Cheese Burrito while still providing everyday value through $2 burritos on the Cravings Value Menu.," he shared. "Strong demand for the Grille Cheese Burrito is a fantastic example that proves Taco Bell can win in the big burrito category and participate in higher price points while maintaining value leadership."
