The news comes after a broad decline of the dollar menu across fast-food chains. McDonald's killed its iconic Dollar Menu in 2013; in 2017, McDonald's executives admitted that the company was stillThe economics of selling a menu item for just a dollar did not make sense for many companies, as franchisees complained of low profit margins. Instead, McDonald's, Wendy's, and other chains — including Taco Bell — gravitated towards bundled deals.
Taco Bell itself seemed to abandon its dedication to the dollar menu in favor of more bundled deals last year, swapping out its Dollar Cravings Menu for its new, unified Cravings Value Menu last December. However, Melissa Friebe, Taco Bell's senior vice president of brand marketing and consumer insights, says that the chain is committed to keeping the $1 menu items around.
"Customers are looking for a real clear idea of what they're getting," Friebe said. "And, more and more, this idea of being clear, consistent, transparent. People's lives are so busy, they just want to know that they've got something reliable for them. But what's great about Taco Bell is you also have the variety, the unexpectedness, the creativity."
Friebe says that the addition of $1 breakfast menu items is one of the biggest changes to Taco Bell's Cravings Menu since it launched in 2014. With
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