In a bold move blending nostalgia with novelty, Taco Bell is set to roll out its larger-than-life Cheez-It collaboration across the United States. Starting June 6, the fast-food giant will introduce the “Big Cheez-It Tostada” and “Big Cheez-It Crunchwrap Supreme” to its menus nationwide, promising a unique twist on their classic offerings.
A Giant Leap for Fast Food
Originally trialed in a single location two years ago, the oversized Cheez-It items quickly captured the imagination and appetites of Taco Bell enthusiasts, leading to an “overwhelmingly positive reaction,” according to the company’s press release. This enthusiastic response has paved the way for a broader release, allowing more consumers to experience the novelty firsthand.
The “Big Cheez-It Tostada” layers traditional ingredients like ground beef, reduced-fat sour cream, fresh tomatoes, crisp lettuce, and melty cheddar cheese atop a giant Cheez-It cracker. Priced at $3.99, it reimagines the concept of a tostada with a crunchy, cheesy twist.
Meanwhile, the “Big Cheez-It Crunchwrap Supreme” takes a different route by replacing the internal tostada shell of the beloved Crunchwrap with a massive Cheez-It, all for $5.49. This item mixes nacho cheese sauce with the usual suspects of beef, lettuce, and tomatoes, wrapped in a soft tortilla.
Strategic Moves in a Shifting Market
This launch is more than just an innovative menu addition; it’s a strategic effort by Taco Bell to stay relevant and appealing, especially as the economic landscape sees consumers tightening their belts.
“These kinds of collaboration often bring publicity to both brands, allowing them to expand their reach,” Taco Bell stated, highlighting the mutual benefits for both the fast-food chain and Cheez-It’s parent company, Kellogg’s.
In addition to the individual items, Taco Bell is also introducing the “Big Cheez-It Box” deal. For $8.99, this combo meal includes a “Big Cheez-It Crunchwrap Supreme,” a five-layer beef burrito, nacho fries, and a medium drink, packaging flavor and value in an attractive offer.
Taco Bell’s Broader Menu and Market Strategy
The release of these Cheez-It infused items is part of Taco Bell’s larger strategy to continuously innovate its menu. Earlier this year, the brand announced an array of new offerings set to launch in 2024, including a Mountain Dew Baja Blast gelato and upcoming collaborations with other popular brands like Tajin and Cinnabon.
Despite the broader economic downturn affecting consumer spending, Taco Bell has emerged as a strong performer within the Yum Brands portfolio. The company reported a 2% growth in same-store sales for the first quarter of the year, with its shares rising nearly 5% annually.
As Taco Bell continues to adapt and evolve, its focus on creative menu items and strategic brand partnerships appears to be a recipe for sustained interest and excitement from consumers, keeping the brand at the forefront of the fast-food industry’s innovation wave.
