Taco Bell attempting to 'reinvent the burrito' with all-new Quesarito, a burrito and quesadilla hybrid, set to launch nationwide June 9
Jennifer Nguyen
LOS ANGELES
,
June 6, 2014
(Industry Intelligence Inc.)
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After the success of “reinventing the taco” with its Doritos Locos Tacos, Taco Bell will now aim to “reinvent the burrito” with the all-new Quesarito, set to launch nationwide on June 9, Nation’s Restaurant News reported June 5.
The Quesarito, which company officials say has been its best-selling product in test markets since the Doritos Locos Tacos in 2012, is a combination of a quesadilla and a burrito. The large grilled quesadilla, which is rolled into a burrito, is loaded with melted cheese, seasoned rice, chipotle sauce, and reduced-fat sour cream, along with a choice of seasoned beef, seasoned chicken, or steak.
“We’re constantly hearing stories about two great things coming together to create something extraordinary, and that takes on a life of its own,” said Chris Brandt, Taco Bell’s chief marketing officer.
The seasoned beef Quesarito will be sold at a suggested price of US$1.99, coming in at 650 calories with 34 grams of fat.
The seasoned chicken version will be available for a suggested price of $2.79, with 620 calories and 30 grams of fat.
The steak Quesarito will be available for a suggested price of $2.99, with 640 calories and 31 grams of fat.
Starting June 12, Taco Bell will also be rolling out new TV ads for its brand new menu item. The commercial, entitled "Imagine," will feature one woman’s dreams about the Quesarito, according to Nation’s Restaurant News.
Taco Bell will launch interactive games throughout several social media platforms as a way to promote the Quesarito as well.
The new product comes just months after the fast food chain came out with its new breakfast menu, which includes the popular A.M. Crunchwrap and the Waffle Taco.
The primary source of this article is Nation's Restaurant News, New York, New York, on June 5, 2014. Click here to read the primary source's full version of the article.
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