Taco Bell is testing a series of pricing tiers for its Luxe Box value meal at participating locations in the Bakersfield, CA area.
The options include the Classic Luxe Box for $5, the Supreme Luxe Box for $7, and the Premium Luxe Box for $9 (a missed opportunity to call it the “Bell Grande Luxe Box” to be sure). The test also renames the Build Your Own Cravings Box to the Build Your Own Luxe Box.
Here’s what you get with each Luxe Box tier:
The $5 Classic Luxe Box includes:
- A Beefy 5-Layer Burrito
- A seasoned beef Crunchy Taco
- Chips & Nacho Cheese Sauce
- A medium fountain drink
The $7 Supreme Luxe Box includes:
- A seasoned beef Chalupa Supreme
- A Beefy 5-Layer Burrito
- A Double Stacked Taco
- Chips & Nacho Cheese Sauce
- A medium fountain drink
The $9 Premium Luxe Box (pictured) includes:
- A Cantina Chicken Burrito
- A Cantina Chicken Crispy Taco
- Two Avocado Salsa Verde sauce packets
- A seasoned beef Crunchy Taco
- Chips & Nacho Cheese sauce
- A medium fountain drink
While a $5 or $6 price point is the current normal for fast-food value meals, a tiered value meal structure presents an interesting proposition in terms of choice and perceived value. It’ll be interesting if the concept catches on if it makes it out of testing.
Photo via Taco Bell.
