Taco Bell has launched a line of street-food-inspired tacos, including one with shredded pork.
The new Cantina Tacos come in fire-grilled chicken, beef carne asada and pork carnitas flavors. Each is served on corn tortillas and topped with chopped onion, cilantro and a lime wedge.
They are available at participating restaurants among the chain’s nearly 5,600 units nationwide for $1.49 each, $2.79 for two, or $4.99 for two tacos and a 30-ounce drink.
“Our Cantina Tacos are based upon authentic-style Mexican street tacos, which are designed using simple, fresh ingredients, that customers regard as high quality,” said Taco Bell Cop chief marketing officer David Ovens.
Taco Bell joins a growing number of restaurants promoting street-food-style items.
ESPN Zone launched a fleet of food trucks in June serving a menu developed by Los Angeles food-truck chef Roy Choi. The trucks, which operated in Los Angeles and New York, were part of a World Cup soccer promotion.
In April, celebrity chef Rick Bayless opened a street-food-oriented taqueria called Red O in Los Angeles.
Chicago-based Lettuce Entertain You Enterprises opened a street-food-themed Taco Shack in Las Vegas in March.
Taco Bell said the Cantina Tacos are being promoted through national television and radio advertising as well as through social media efforts and in-store advertising.
Draftfcb of Irvine, Calif., is responsible for the television advertising, including a 30-second spot called “Calling Card,” narrated by a lime, which introduces the new tacos while a couple enjoys eating them.
Draftsfcb also is doing in-store signage, while digital marketing is being done by R/GA of San Francisco.
Taco Bell, based in Irvine, Calif., is a subsidiary of Yum Brands, Inc., of Louisville, Ky., which also operates KFC, Pizza Hut, Long John Silver and A&W restaurants.
Contact Bret Thorn at [email protected].