Burger King now sells $ 1 tacos nationwide. here's why

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The hamburger chain started selling crisp tacos on Tuesday. They cost $ 1 in most places, but are more expensive in Alaska and Hawaii and will only be available for a limited time.

Burger King first tested the tacos in the western states. "We found success with the tacos at these restaurants and knew that it was time to introduce this West Coast favorite," said Chris Finazzo, Burger King's North American president, in a statement. The new article adds "variety" to Burger King's snack offerings, he added.

Fast food chains use time-limited offerings to create hype and keep their brand at the top of consumers. And tacos in particular are a good way to attract customers, said Neil Saunders, managing director of GlobalData Retail, a research and consulting company.

"Tacos are still very popular with consumers," said Saunders, adding that fast food companies that do not sell tacos traditionally may "want to take a share of this action."

Jack in the Box especially had great success with his taco. The article was "a No. 1 seller and a fan favorite for years," CNN Business Jen Kennedy, vice president of product marketing at Jack in the Box, told CNN. She said taco was a "remarkable distinction for us." Jack in the Box has also just started selling tiny tacos, but it's too early to say how they are doing.

Consumers are also flocking to Mexican chains for tacos. The parent company of Taco Bell, Yum! brands (YUM), reported that in the first quarter, sales at American Taco Bell restaurants opened for at least a year increased by 5%. And sales to Chipotle (CMG) stores opened at least a year rose 9.9% in the first quarter.

With his tacos promotion, Burger King is probably trying to do more than just cash a specific and popular menu item, Saunders noted. It's also trying to create buzz for the brand with something unexpected.

Some Taco Bell restaurants face a shortage of tortillas
"Some are marketing," said Saunders, adding that Burger King knew how to attract attention through innovations in the menus. For Halloween, the chain served a hamburger that she said helped create nightmares. More recently, to celebrate the third season of Netflix's "Stranger Things", he sold Whoppers back in 1980s packaging.

There is a possible disadvantage for the cascades that attract attention, even those that succeed. They could distract Burger King's attention from growth creation in his main menu, Saunders said.

"They have to pay attention to some of these promotions," he warned. "Burger King can be very random with the menu." This can be a good thing because consumers like to try new things. But "sometimes you get the impression that Burger King pursues brilliant objects rather than focusing on his core business."

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