Dive Brief:
- Taco Bell introduced its "Dollar Cravings Menu" Monday, where everything really will be just $1.
- The move is a bit surprising, as McDonalds and Burger King have more or less taken away their dollar menus and replaced them with "value menus"—with some items that cost up $5.
- The introduction of the true "dollar menu" is a move for Taco Bell to stand out by keeping costs lower than competitors.
Dive Insight:
For deal-hunters, there is a catch. Out of the 10 items on the dollar menu, four of them were previously available for less than $1. The chain also expects for customers to buy more than one item, so customers will have the freedom to "create their own unique meals," said Stephanie Perdue, vice president of brand marketing.