Price promotions are some of the worst assignments in advertising. That’s the rap, but it’s a bad rap.
Taco Bell and Deutsch have no problem at all communicating the value of the QSR’s “Dollar Menu.”
“At Taco Bell, the dollar gets you access to more.” There are few places where this line would be believable, but Taco Bell is one of the places where it is. Making the items on the dollar menu something that only members of a secret society can enjoy, creates intrigue—not an easy thing to do for fast food.
According to Adweek, Taco Bell’s CMO Marisa Thalberg and her team dug into consumer perceptions around QSR value menus and found that consumers viewed the value menu as a trade-off.
“Maybe it wasn’t filling because it was really small or really basic or not really that exciting,” said Thalberg. “That’s not what they would say about Taco Bell, and we saw that as a real point of difference.”
In related news, Taco Bell is using YouTube to deliver Taco Hacks, Spicy Hacks, Vegetarian Hacks on more.
Taken together, hungry but underfunded Americans are asked to join the Bellimuniati and then learn to customize the Taco Bell menu to their exact tastes.