Sunday, May 30, 2010

At a Taco Bell in Hamilton, NJ

In the real world, the "lobby" of a Taco Bell closes BEFORE the drive-thru. But this is Hamilton, New Jersey.

Right now, Taco Bell is pushing the "$2 Meal Deal." IPBiz had earlier discussed IP issues with Subway's $5 footlong. See

The saga of the $5 footlong: lessons for IP people?
. In the time between Nov. 2009 to May 2010, we've gone from $5 to $2 deals. [An article from Nation's Restaurant News referred to the "Subway Effect": Researchers say consumers’ devotion to discounted meals may be a long lingering byproduct of the economic downturn. A recent study by AlixPartners LP found that the number of consumers who expect to pay $5 or less for a meal — what researchers dubbed the “Subway Effect” — has grown significantly post-recession.]

Taco Bell does seek innovation:

The price tag undercuts most other value meal combos available at fast food restaurants. According to Nation's Restaurant News, combination meals at other quick-service restaurants are typically $3 to $5.

"Taco Bell is setting out to make big changes to big things and our brand promise with $2 Meal Deal," David Ovens, chief marketing officer, said in a statement. "We want to change the way consumers can access value menus by introducing a new and substantially better deal, especially when it comes to a meal."

Taco Bell said a study found that many consumers thought combo meal deals were "too pricey and have lost their relevance." It said that drinks, especially, were seen as too expensive.

from Taco Bell rolls out temporary $2 Meal Deal

UPDATE. Sept. 9, 2010.

It appears that the $2 meal deals are vanishing. Within the local NJ area, the "meal" is still around but priced at $2.49 or $2.99.

Also, on burgers, Consumer Reports Ranks McDonald's Hamburger America's Worst


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