Taco Bell Unveils Dollar Menu: Another Jab at McDonald's?

Credit: McDonald's

Credit: McDonald's

What does value mean to you in QSR foodservice? Is it defined by the quality of ingredients? Speediness? Price? Customer service? 

It’s probably a combination of the above.

Big QSR brands like McDonald’s are switching up their Dollar Menu strategy (most of the offerings aren’t even $1, but rather in the $2-$5 range), putting more of an emphasis on value — because maybe $1 seems “too cheap” for a meal you’re trying to promote as “higher quality.” But just like the epic QSR Breakfast Battle (not to mention its viral "Ronald McDonald" campaign), Taco Bell is taking this opportunity to win customers. The fast food chain is adding a Dollar Cravings menu (where everything on the menu is actually $1) to its offerings. Interestingly enough, most of Taco Bell’s Dollar Cravings menu items are getting marked up. But when you’re still paying only $1, does this really matter? It’s all about value perception, and Taco Bell is giving McD’s a run for its money. Pun fully intended. Read More