McDonald's is practically synonymous with fast food, and has inspired countless other in-and-out burger chains like Wendy's and Burger King. Then there are the chicken fast food joints, like KFC, Popeyes, Chick-Fil-A, and Raising Cane's. But Taco Bell has always existed in its own lane, with no major national competitor going toe-to-toe with Mexican-inspired fast food.
Despite the lack of direct competition, Taco Bell has its sights set on taking down the big dog: McDonald's. Here's how they plan to do it.
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Taco Bell is following McDonald's leads in several key ways, NRN reports. McDonald's launched its McValue menu (RIP OG Dollar Menu), and Taco Bell launched its customizable Luxe Boxes. McDonald's announced its beverage-focuses CosMc's concept, and Taco Bell announced its Live Más Café. When McDonald's brought back its famed Snack Wraps, Taco Bell discounted its closest offerings, its new Crispy Chicken Tacos and Burritos. In fact, crispy chicken is key to the Bell's strategy.
The "Mexican" chain first embraced crispy chicken in April, adding nuggets to its menu after a hugely successful limited run a few months prior, per Fox Business. "The demand for our nuggets was off the charts," the company's Chief Marketing Officer Taylor Montgomery said, "which is why we’re looking at making crispy chicken permanent..."
In June, they added the Crispy Chicken Tacos and Burritos. Although these items will only be available for a limited time, the company promises crispy chicken will become a mainstay on the menu come 2026. "The craving for crispy chicken is growing every single day and our fans told us loud and clear: give us more," food innovation exec Liz Matthews said in a Taco Bell press release. Montgomery added, "Crispy chicken is having a moment."
Crispy chicken is indeed having a moment, which has led all the fast food chains to embrace it. Since Popeyes introduced its chicken sandwich in 2019, Yelp searches for chicken sandwiches have risen 125%.
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