Taco Bell will add a Cantina Chicken Rolled Quesadilla to its permanent menu on Thursday, the chain said in a press release. The Rolled Quesadilla, priced $6.69, contains twice the meat of the previous iteration of the Cantina Chicken Quesadilla, Taco Bell said, offering consumers a greater value of protein per dollar. Taco Bell previously tested the Rolled Quesadilla format with its Steak & Poblano LTO last fall, which proved a major hit with consumers, the chain said.
The brand is accompanying the launch of the Rolled Quesadilla’s permanent version with a Crispy Chicken Slider version of the brand’s signature Crunchwrap, priced at $2.49. Taco Bell also tested a beef-based LTO of the Crunchwrap Slider last year, per the press release. But as beef costs have skyrocketed and consumer demand for chicken continues to grow, changing the core protein could prove better for margins and for driving traffic.
The chicken category has experienced considerable growth in recent years, from new concepts going national to major QSR brands debuting new versions of old classics. All of this is likely to intensify competition for occasions involving the protein. Taco Bell said its new menu items will help it stand out.
The chain is working to “build a differentiated chicken lineup that delivers bold flavor in uniquely Taco Bell formats.”
Taco Bell’s ongoing menu innovation has proven key to its ongoing same-store sales growth. The chain highlighted over 20 menu items last week during its annual Live Más LIVE event that included desserts and chicken items, among others. The chain also made its Nacho Fries permanent.
