Taco Bell has already stolen the spotlight with big menu ads this year, and it’s only mid-January. The latest news says the chain is planning to be successful with new chicken items in 2021.
Liz Matthews, global director of food innovation, said Business Insider that Taco Bell is planning to “halt” the chicken sandwich category with significant innovation in chicken, but has kept its mouth shut about the details and the schedule. (Related: McDonald’s is doing these 8 major updates.)
This will mark Taco Bell’s official entry into the bustling Chicken Sandwich War – a fierce competition between fast-food chains for America’s best chicken sandwich. Chick-fil-A and Popeyes are currently considered the top two brands in the arena, while others like McDonald’s, Wendy’s and Burger King have already tested or launched their own chicken sandwiches last year.
“I love watching competitors,” said Matthews in a recent interview, reports Business Insider. “I think a lot of players are doing a great job, but what I will say is that we are going to interrupt that with what we are going to do on the chicken.”
Taco Bell has already been successful with crispy chicken items. The Naked Chicken Chalupa, where a piece of fried chicken replaces the shell, has become a fan favorite and is a limited time offer to repeat for the chain.
Chicken items are not the only innovation that Taco Bell has already put on the map this year. This week, the chain announced the return in March of two beloved potato items – Cheesy Fiesta Potatoes and Spicy Potato Soft Tacos – that were removed from its menu last year.
The fast-food chain also revealed a new partnership with Beyond Meat, which will be its first foray into meat of vegetable origin in the American market.
“The return of our beloved potatoes is just the first step in showing our fans the strong ongoing commitment to vegetarians that we are making this year,” said Matthews in the ad. “We have long been leaders in the vegetarian space, but this year, we have more meatless options that vegetarians, onlookers and even meat eaters will love.”
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