---
title: "Taco Bell Reveals New Dollar Menu with Creative Marketing"
url: https://burnaze.com/article/316b6fad-3143-4c12-83a5-62fb9706db87
source: "1851 Franchise"
original_url: https://1851franchise.com/taco-bell-reveals-new-dollar-menu-with-creative-marketing-3920
category: "Restaurants"
industry: "Restaurants"
topics: ["Marketing"]
published: 2016-03-11T17:12:00.000Z
modified: 2026-11-01T13:05:26.410Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/922c7c812685d95d75f2826bb03114085070160311115333.png
---

# Taco Bell Reveals New Dollar Menu with Creative Marketing

**TL;DR:** Taco Bell has introduced a new $1 Morning Value Menu, with research showing 84% of consumers prefer to spend $1 or less. The menu launch comes as McDonald's phases out its Dollar Menu for the McPick 2.

*originally published in 1851 Franchise on 2016-03-11. [Read the original](https://1851franchise.com/taco-bell-reveals-new-dollar-menu-with-creative-marketing-3920).*

## Story

To coincide with the release of its new $1 Morning Value Menu, Taco Bell conducted a new study and found that consumers would rather spend less money than more money. The research performed by the brand found that 84 percent of consumer would spend $1 over more than $1. Shockingly, 16 percent of consumers said they would prefer to spend more than $1.

The research was a fun promotion to help promote Taco Bell's Morning Value Menu, which was launched on March 10. The franchise brand has a number of new items on their breakfast menu and Marisa Thalberg, chief marketing officer for Taco Bell Corp., said consumers are ready for the dollar menu to make a comeback.

“We believe firmly in the power of research and strive to deeply understand our customers. We also believe firmly in the power of the painfully obvious,” Thalberg said in a statement. “Our survey results were completely expected: Americans would rather pay less and have more choice. And of course, they love bacon for breakfast.”

The cheaper menu comes in the wake of McDonald's phasing out its "Dollar Menu" for the new "McPick 2."

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- menu pricing (topic)
- McDonald's (company)
- Taco Bell (company)
- Chick-fil-A (company)
- unit economics (topic)
- loyalty programs (topic)
- ai adoption (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/taco-bell-reveals-new-dollar-menu-with-creative-marketing-3920). Summarized by Burnaze (https://burnaze.com/article/316b6fad-3143-4c12-83a5-62fb9706db87).