Taco Bell Corp. is competing with McDonald's at its own game -- the $1 menu.
The Mexican food chain, based in Irvine, launched its new Dollar Cravings menu Monday, featuring 11 items to lure young, deal-seeking diners to its drive-throughs.
Targeting millennials, who have scaled back visits to quick-service restaurants in the past few years, the taco chain teased the new menu Friday on the mobile application Snapchat. The company said millennials drive 50% of the chain's transactions.
Known for its recession-friendly 79-cent tacos, Taco Bell has been tinkering with its menu to attract new customers. It started a breakfast menu in March, and last month launched a protein-heavy menu to cater to healthy eaters.
Last week the company opened its first fast-casual taco concept, U.S. Taco Co., in Huntington Beach to expand outside the fast-food market and compete with Chipotle.
"They have the ability to reach a number of customers at different price points with quality items where burger chains can't," Burke said.