Taco Bell Weighs in on Chicken Sandwich Wars With Crispy Taco Version

Kimberly Redmond  |

Taco Bell plans to launch its own version of a chicken sandwich this year, becoming the latest fast-food chain to enter the so-called “chicken sandwich wars.”

On Monday, Yum! Brands Inc's (NYSE: YUM) California-based chain unveiled its Crispy Chicken Sandwich Tacos, which features crispy tortilla chicken and chipotle sauce served in a flatbread. The new item, priced at $2.49, will begin testing at participating locations in Nashville, Tennessee, and Charlotte, North Carolina, starting March 11, with a nationwide rollout is coming at an unnamed date later this year. 

Following the success of chicken sandwiches rolled out by Chick-fil-A and Restaurant Brands International’s (NYSE: QSR) Popeye’s Louisiana Kitchen in 2019, restaurants have been scrambling to add their own versions to menus.

Taco Bell will soon be competing against brands including McDonald’s, Burger King, Wendy’s and Shake Shack. Even KFC, a restaurant also owned by Yum! Brands, has expanded its newest offering of chicken sandwiches to restaurants nationwide.

During an interview in January with Business Insider, Taco Bell’s chief global food innovation officer Liz Matthews said, “I think a lot of players out there are doing a great job, but what I will say is that we will interrupt that with what we’re going to do on chicken.” 

On Monday, Taco Bell also teased that the Crispy Chicken Sandwich Taco will not be the only new crispy chicken offering hitting menus this year, with more “innovations” promised to be on the way.

The company has been down the chicken road before, with previous menu items including 2015’s Crispy Chicken Chickstar, a star-shaped tortilla wrap filled with crispy chicken, 2017’s Naked Chicken Chips, chip-shaped crispy chicken pieces with nacho dipping sauce and 2017’s Naked Chicken Chalupa, chicken shaped like a tortilla stuffed with taco fillings.


Source: Equities News


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