Quoted – Fast Food Keeps Pushing Value Envelope

Taking the value menu down yet one more rung, Taco Bell has introduced a $2.00 combo meal featuring a taco or burrito, medium soft drink and a bag of Doritos. The move is seen as a direct strike at popular dollar menus at McDonald’s and other hamburger chains, where three items cost $3.

Commercials that began running Sunday even poke fun at the dollar menu. Taco Bell workers and customers are seen pondering how the chain can sell three items for $2, and assume one of the items must be “free.” The actors then argue about which item the freebie is.

Speaking to Walletpop.com, Scott Testa, professor of business administration at Cabrini College, said fast food chains are using these deals as loss leaders and hoping consumers stock up on fuller-margin items.

“They get you in with the $2 promotion and while people are there they hope they will spend money on other areas such as some extra guacamole and up-sell them on those products,” he said.

http://www.retailwire.com/news/article.cfm/14514