Taco Bell Hopes to Go Gourmet

Staff Writer
The chain hopes to rebrand itself and catch up to Chipotle

Photo Sasabune Omakase Modified: Flickr/erin/CC 4.0

Looks like Taco Bell, home of the Doritos Locos Taco and Fritos-topped menu items, is trying to class up. The chain is reworking its menu to appeal to diners accustomed to Chipotle's naturally flavored pork, chicken, and beef.

According to Taco Bell's president, Greg Creed, the new menu will include items such as black beans, cilantro rice, and corn salsa, all staples at Chipotle. While Chipotle has tripled its shares since the end of 2009, Taco Bell has closed 1,000 stores since 2000.

So apparently the Yum! Brands chain is looking to make food “every bit as good as Chipotle,” Creed told Bloomberg. But don't expect Chipotle prices. 

"It’s got people to believe they can pay $8 for a bowl or a burrito," Creed said, claiming Taco Bell will charge less than $5.

The Daily Byte is a regular column dedicated to covering interesting food news and trends across the country. Click here for previous columns.

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