“Draw” is the characteristic that builds traffic, referring to Technom- ic’s analysis, and these three players are creating menu items that draw in customers. GIVING IT THE TACO BELL TWIST Taco Bell started the year off with Cantina Chicken, introduced at the chain’s groundbreaking Live Mas Live event in February in Las Vegas, at which the fast-food giant revealed its marketing calendar for all of 2024. The new slow-roasted chicken was created to be “destina- tional” not just a “me too” product, said Brett Pluskalowski, manag- er of research & development for Taco Bell’s food innovation team. “It took 60 iterations to make the chicken perfect.” The chicken has deep-roasted notes, much like carnitas, enlivened with tomatoes, chilies, garlic and onion, differentiating the product from its competitors. “It also has great mouthfeel and has elevated our pipeline,” said Pluskalowski. Indeed, Cantina Chicken is core to a number of new menu items, including the Cheesy Chicken Crispanada and Cantina Chicken Crispy Taco. It’s also a protein op- tion in the new Cheesy Street Cha- lupas as well as the menu’s burritos and tacos, and is “here to stay,” said Restrepo. “It’s one of our most-suc- cessful launches and brings fans of chicken more reasons to come to Taco Bell,” said Restrepo. All that has led to a boost in traffic, he add- ed. In the second quarter of 2024, parent Yum Brands reported that Taco Bell generated a 5% increase in same-store sales by focusing on innovation, with Cantina Chick- en playing a major role in that growth. “One in four items includ- ed a Chicken Cantina item,” Yum Brands CEO David Gibbs said during the earnings call. He noted that Taco Bell is outperforming the market by a “wide margin.”“It’s a clear standout in today’s environ- ment,” he said. Another traffic booster for the
QUICK-SERVICE MENU INNOVATION ACTIVITY HERE ARE THE COUNTS OF LTOS/NEW ITEM LAUNCHES AT TOP 500 QSRS.
PHOTO COURTESY OF TACO BELL
7,200-unit-plus chain is tying into hot brands and trends. “Street” is having a cool moment in culture now, and calling it out in the menu’s Cheesy Street Chalupas resonates with customers. Same with part- nerships with brands like Cheez-Its snack crackers, Tajin seasoning and up-and-coming singer/songwriter Omar Apollo’s Disha Hot Sauce. That hot sauce has a compelling story, too. The Grammy-nominated musician grew up in Mexico, where his mother had a restaurant and created the sauce, a blend of haba- neros, jalapenos and chile de arbol. “We learned of the story and decid-
ed to bring the sauce to life in our restaurants,” said Restrepo. “Disha Hot Sauce is a vehicle that allows us to put a Taco Bell twist on the menu and be in touch with [popular] cul- ture.” Like its quick-service competi- tion, Taco Bell is busy innovating in the beverage space. “We’re trying to make our beverages as unique as our food,” said Pluskalowski. Chur- ro Chillers are a prime example of the type of beverages only Taco Bell can bring. The lighter shakes tap into the brand’s Mexican flavor palette and expand the menu with a sweet, cold coffee option.
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OCTOBER 2024 RESTAURANT BUSINESS
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