The Interesting Way Taco Bell Might Be Entering The Chicken Sandwich Wars
Taco Bell has entered the chicken sandwich wars. Sort of. As Chew Boom writes, starting on March 11, Taco Bell will test a Crispy Chicken Sandwich Taco at participating locations in Nashville and Charlotte.
Taco Bell's Crispy Chicken Sandwich Taco is made by placing their crispy tortilla chicken, which is marinated in jalapeño buttermilk and seasoned with Mexican spices, in a folded puffy bread and topping it with a creamy chipotle sauce. It will cost $2.49. Lovers of spicy foods can also enjoy a version with crunchy jalapeños added.
USA Today reports that a national debut is expected to occur later this year for the Crispy Chicken Sandwich Taco. Taco Bell also ended on a tantalizing note for fans, explaining that this isn't the "only crispy chicken innovation arriving in 2021." This, as USA Today notes, has occurred during an expansion period after Taco Bell reduced their menu last year, including the removal of the fan-favorite Mexican pizza. The new chicken sandwich is unlikely to appeal to the fans bereaved of their pizza as one major appeal of that item was that it could be made vegetarian. Still, as Forbes notes, the cheaper price point that Taco Bell has set when compared to Popeyes might draw enough of an appeal to offset the difference.
Taco Bell's sandwich taco isn't just another chicken sandwich
Taco Bell was making noise in January that they intended to join in on the endless action of the chicken sandwich wars. "I love watching the competitors," Liz Matthews, Taco Bell's Global Chief Food Innovation Officer, told Business Insider. "I think a lot of players out there are doing a great job, but what I will say is that we will interrupt that with what we're going to do on chicken."
The timing of the announcement, however, places the news the week after both Wendy's and Popeyes attempted to capture the chicken sandwich spotlight. It also is just jumping ahead of the long-fabled entrance of McDonald's three new chicken sandwiches on February 24, as Eater reports. With so many brands pumping in new chicken sandwiches or attempting to redirect chicken sandwich attention to their own offerings, the industry seems set to have another shakedown concerning who earns the largest portion of the massive profits in the chicken sandwich market. Taco Bell's slightly different offering of a chicken taco instead of yet another chicken sandwich may just snag them the win.