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Taco Bell has already stolen the show with big menu announcements this year, and it’s only mid-January. The latest news indicates that the chain is working to make a splash with new chicken items in 2021.
Liz Matthews, Global Director of Food Innovation, said Business intern that Taco Bell plans to “discontinue” the chicken sandwich category with a significant innovation in chicken, but has remained tight-lipped on details and timing. (Related: McDonald’s Is Making These 8 Major Upgrades.)
This will mark Taco Bell’s official entry into the bustling Chicken Sandwich Wars – a fierce competition between fast food chains for America’s best chicken sandwich. Chick-fil-A and Popeyes are currently considered the top two brands in the market, while others like McDonald’s, Wendy’s and Burger King tested or launched their own chicken sandwiches last year.
“I love watching the competition,” Matthews said in a recent interview. Business intern. “I think a lot of the players are doing a great job, but what I will say is we’re going to cut that off with what we’re going to do on the chicken.”
Taco Bell has already had success with crispy chicken products. The Naked Chicken Chalupa, where a piece of fried chicken replaces the shell, has become a fan favorite and is a repeat limited-time offer for the chain.
Chicken products aren’t the only innovation Taco Bell has already put on the menu this year. This week, the chain announced the return in March of two beloved potato products – Cheesy Fiesta Potatoes and Spicy Potato Soft Tacos – which were taken off its menu last year.
The fast food chain also revealed a new partnership with Beyond Meat, which will be its first foray into plant-based meat in the U.S. market.
“The return of our beloved potatoes is just the first step in showing our fans the strong continued commitment to vegetarians that we are making this year,” Matthews said in the announcement. “We’ve long been a leader in the vegetarian space, but this year we have more meatless options in store that vegetarians, veggie curious and even meat eaters will love.
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