Taco Bell launches limited-time chicken items as fast-food chains compete in booming $268 billion market.
Taco Bell is entering the fast-food chicken battle with a new menu item that undercuts competitors in price and adds a bold twist to the popular snack wrap format.
Beginning June 17, Taco Bell customers can order a range of crispy chicken items, including tacos, burritos, and strips, available for a limited time across participating locations. The Crispy Chicken Taco, the centerpiece of the new lineup, will start at just $2.79—less than comparable offerings from Wendy’s and Popeyes.
The new taco closely resembles the McDonald’s Snack Wrap, which is scheduled to return on July 10. Taco Bell’s version features one crispy chicken strip layered with purple cabbage, shredded lettuce, pico de gallo, and cheddar cheese, all wrapped in a soft tortilla.
Customers can customize their tacos with two new sauces. The Spicy Ranchero Sauce blends creamy garlic with tomatoes, onions, jalapeño, and Anaheim chiles. The Avocado Ranch Sauce offers a zesty ranch base with a touch of avocado. These sauces are also available for an additional charge—$0.60 when added separately or $0.30 when added to other menu items. Prices may vary by location.
Affordable Options and Proven Recipes
In addition to the tacos, Taco Bell will offer its Crispy Chicken Strips as a stand-alone menu item, priced at two pieces for $3.99. The strips use the same recipe that fueled the popularity of the brand’s recently introduced Crispy Chicken Nuggets.
For those craving a larger option, the Crispy Chicken Burrito will also be available. It includes the crispy strips, cabbage, lettuce, pico de gallo, cheddar cheese, and a choice of either the Spicy Ranchero or Avocado Ranch Sauce, all wrapped in a full-sized tortilla.
Chief Marketing Officer Taylor Montgomery said the new menu items reflect Taco Bell’s commitment to innovation while honoring its signature flavors.
“Crispy chicken is having a moment, but our fans made it a movement,” Montgomery said. “We decided to bring our sell-out Nuggets recipe to formats that define our brand. True innovation means elevating the icons, not replacing them.”
Montgomery added that Taco Bell’s approach to crispy chicken is different from traditional fast-food competitors.
“We’re not like every other chicken spot out there,” he said. “We’re doing crispy chicken the only way we know how—full of flavor and unmistakably Taco Bell.”
Fast-Food Chicken Market Continues to Grow
Taco Bell’s foray into the chicken space comes amid growing consumer demand for fried chicken, with the global chicken market projected to reach $268 billion. Industry experts say that the competition among fast-food brands is intensifying as companies look to differentiate themselves with unique offerings.
Taco Bell’s decision to launch affordable, flavorful chicken items is aimed at winning over both loyal customers and newcomers, especially as budget-conscious consumers look for value without sacrificing taste.
With more than 8,100 locations nationwide, Taco Bell is well positioned to distribute the new menu items on a wide scale.
As the fast-food chicken race heats up, Taco Bell’s latest offerings are likely to draw attention—not just for their competitive pricing, but also for their bold flavors and customization options.
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