Taco Bell Debuts "Nostalgic" Menu (With Vintage Prices) — with One Annoying Catch

Amid soaring fast food prices, many families have found it easier to skip the drive-thru for the sake of their restaurant budget — but fast food chains like Taco Bell are turning to value meals and nostalgia to entice customers back. 

Taco Bell has tested a new limited-time Luxe Cravings Box priced at $7, but now, in addition to the Luxe Cravings Box, Taco Bell is tapping into the power of nostalgia by testing a "Nostalgic Menu" at select Southern California locations. Available for a limited time at three restaurants in Fullerton, Irvine, and Brea, this menu revives beloved items from past decades. 

It includes the Tostada from the 1960s ($2.19), the Green Burrito from the 1970s ($2.49), the Meximelt from the 1980s ($2.99), the Beef Gordita Supreme from the 1990s ($2.99), and the Caramel Apple Empanada from the 2000s ($2.99).

According to Taylor Montgomery, Taco Bell’s chief marketing officer, the restaurant aims to reintroduce these classic items to unite fans who remember them fondly with those who have yet to experience them. With plans to potentially expand these offerings nationwide later this year, 

Taco Bell is banking on the comfort and value of nostalgic favorites to draw customers back into its restaurants.

Read on for more about Taco Bell’s value meals — and why they’re better deals than most of their competitors.

McDonald's rolled out a $5 meal deal this week, offering customers the choice of a McDouble or McChicken, a four-piece Chicken McNuggets, small fries, and a small soft drink. That may seem like a comparable offer on paper to Taco Bell's new Luxe Cravings Box, but there is a huge difference in the food portions. 

McDonald's $5 value meal essentially repackages the dollar menu items and then charges an additional dollar — leaving customers who can do math squinting suspiciously at the "deal." 

Taco Bell, on the other hand, genuinely discounts the bundled food. 

• Chalupa Supreme : $4.99
• Beefy 5-Layer Burrito: $3.79 
• Double Stacked Taco: $1.99 
• Chips and nacho cheese sauce: $2.19
• Medium fountain drink: $2.49

That's $15.45 worth of food for just $7. 

Other fast food chains are trying to cash in on value meals minus the value, seeming to hope consumers won't notice. Burger King recently began offering a $5 Your Way Meal to compete with McDonald's, including a burger (three different options), chicken nuggets, fries, and a drink. 

Wendy's countered with a breakfast option for $3, including an English muffin and a side of seasoned potatoes.

Taco Bell has several different meal options, some of which are available for a limited time, but all of which pack more food for your dollar than competitors. 

Consumers crave fast and affordable food options, and Taco Bell is the fast food chain pivoting to meet those needs by offering actual value rather than just trying to make it look like value. 

This makes it the first choice for families on a budget looking for a quick meal during vacations, adventures, and other family outings that make the most of the summer season.