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| Taco Bell menu items to welcome Cantina Bell menu |
Taco Bell has announced that it will roll out an ambitious upscale menu of fresh-Mex foods called the Cantina Bell menu, targeting customers of the $27 billion fast-casual industry.
"We saw the category was blossoming and we wanted to be in the space," said Brian Niccol, chief marketing and innovation officer at Irvine-based Taco Bell. "We'll be better on price, and better on convenience."
The Cantina menu, which will launch in the U.S. on July 5, includes tacos, burritos and bowls with suggested prices just under $5, challenging popular burrito chain Chipotle Mexican Grill Inc. where those item are staples and cost around $8.
Other Cantina menu offerings will be familiar to Chipotle devotees: black beans, cilantro rice and grilled corn salsa.
The 50-year-old Taco Bell chain is part of Yum Brand Inc. Its core menu of relatively low-priced food appeals to mostly male teenagers and young adults, who have been hard hit by unemployment.
The Mexican fast-food chain hopes that new menu items will spice up its sales, which went stale last year.
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