Taco Bell® Reveals American Consumers Would Rather Pay $1 vs. More Than $1**

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Not entirely groundbreaking new research* coincides with
announcement of new, $1 Morning Value Menu at Taco Bell

IRVINE, Calif.–(BUSINESS WIRE)–THIS JUST IN: A breakthrough new study conducted on behalf of Taco Bell
reveals that consumers actually prefer spending less money than more
money.

Surprising no one, key highlights of the research include:

  • 84 percent of consumers cite their radical preference to spend
    $1 vs. more than $1; while 16 percent of respondents surprised
    everyone in their desire to spend more
  • When considering $1 breakfast options, 81 percent say Americans
    should be given more choices
  • When thinking about $1 breakfast items, 80 percent say
    Americans should be given the option to have breakfast with bacon

Ironically enough, the research coincides with the launch of Taco Bell’s
new $1 Morning Value Menu, available on menus nationwide today. The
latest study shows consumers unwavering in their desire for true dollar
menus, despite their disappearance in restaurants across the nation.
Championing the dollar, Taco Bell is the only national quick-service
restaurant to offer a $1 morning menu where all 10 craveable items are
actually $1 each. Setting them even further apart from national
competitors, Taco Bell has the only morning value menu that offers bacon
in some of the items. After all, Americans love choice, and they love
bacon too***.

“We believe firmly in the power of research and strive to deeply
understand our customers. We also believe firmly in the power of the
painfully obvious,” said Marisa Thalberg, Chief Marketing Officer for
Taco Bell Corp. “Our survey results were completely expected: Americans
would rather pay less and have more choice. And of course, they love
bacon for breakfast.”

Thalberg continued, “While dollar menus disappear across America, Taco
Bell is continuing to reinvent breakfast with delicious and unique menu
items only Taco Bell can provide, with 10 items for $1 each.”

Taco Bell first shook up morning routines back in 2014 with the
introduction of breakfast in restaurants across the country. The new $1
Morning Value Menu contains four brand new items with a twist,
including: the Mini Skillet Bowl, a delicious breakfast
bowl filled with seasoned breakfast potatoes, fluffy scrambled eggs,
warm melty cheese and freshly-prepared Pico de Gallo; Breakfast Soft
Taco
, a warm flour tortilla filled with fluffy scrambled eggs, your
choice of flavorful bacon or delicious sausage, and real cheddar cheese;
and the Sausage Flatbread Quesadilla, a pillowy flatbread filled
with a three-cheese blend, delicious sausage and fluffy scrambled eggs,
grilled to seal in all the flavors.

The new items join the reigning breakfast items, including the Grilled
Breakfast Burrito, available with your choice of Bacon, Sausage or
Fiesta Potato, Hash Brown, Cinnabon® Delights™ 2 Pack and Mountain Dew®
Kickstart™ Orange Citrus. The introduction of the $1 Morning Value Menu
shows the brand’s dedication to disrupt America’s breakfast routines by
presenting classic breakfast flavors with a twist, all at a price fans
will go crazy for.

The release of the new menu is an extension of the brand’s long-standing
promise to deliver quality food at great value. The launch is supported
by the brand’s announcement in late 2015 to serve exclusively cage-free
eggs by December 31, 2016.

A multi-channel marketing campaign supported the launch of the $1
Morning Value Menu, with content on TV, radio, digital, mobile, social
and PR. Leading up to launch, Taco Bell dropped hints with a first-ever
post on the app Wishbone. As the latest brand to begin using the
Wishbone and Slingshot platforms, Taco Bell will continue to engage on
the app for future campaigns.

Fans are encouraged to learn more about the Morning Value Menu by
visiting The
Feed on Ta.co
.

*This survey was conducted online by Edelman Berland from February
26–28, 2016, among n=1,000 US Consumers (Adults 18+).

**84% of people would rather spend $1 for an item vs. more
than $1 for the same item.

***When considering $1 breakfast options, 81% say
Americans should be given more choices; when thinking about $1 breakfast
items, 80% say Americans should be given the option to have
breakfast with bacon.

About Taco Bell Corp.

Taco
Bell Corp
., a subsidiary of Yum! Brands, Inc. (NYSE: YUM), is the
nation’s leading Mexican-inspired quick-service restaurant. Taco Bell
serves made to order and customizable tacos, burritos and specialties
such as the exclusive Doritos® Locos Tacos, gourmet-inspired Cantina
Power® Menu, lower calorie Fresco options and is the first QSR
restaurant to offer American Vegetarian Association (AVA)-certified menu
items. Taco Bell Breakfast offers portable, classic items such as the
A.M. Crunchwrap®, Waffle Taco and signature burritos. The company
encourages customers to “Live Más,” both through its food and in ways
such as its Feed
The Beat
® music program and its nonprofit organization, the Taco
Bell® Foundation
™. Taco Bell and its more than 350 franchise
organizations have more than 6,000 restaurants across the United States
that proudly serve more than 42 million customers every week.

Like: Facebook.com/tacobell

Follow: @TacoBell
(Twitter) and tacobell
(Instagram) and @tacobell (Periscope) and TacoBell (Wishbone)

Subscribe: YouTube.com/tacobell

Contacts

Taco Bell Corp.
Ashley Sioson, 949-863-3915
Ashley.Sioson@yum.com
or
Edelman
Emily
Erskine, 818-212-3403
Emily.Erskine@edelman.com