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Taco Bell to Offer Fancier Menu Items

June 18, 2002|Marc Ballon

Taco Bell Corp., in an ongoing effort to shed its image as a place for little more than low-priced food, is rolling out a chicken bowl later this week and a steak bowl next month. The company plans to spend $35 million over 12 weeks to advertise the premium products--its most expensive campaign ever for new menu items.

Taco Bell recently unveiled several upscale products, including chicken and steak quesadillas and grilled stuffed burritos. The Irvine firm wants to offer products at the speed of fast food but with the taste of more upscale fast-casual chains, President Emil J. Brolick said.

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Marc Ballon

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