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Taco Bell Tests Fried Chicken In Several Menu Items

September 18, 2014: 12:00 AM EST
Taco Bell is testing “crispy” – i.e., fried – chicken in four menu items in its continuing effort to boost sales by expanding its menu into new areas and times of the day, such as breakfast. Over the past year the company has experimented with a chicken quesadilla, crunchwrap, chicken grillers and a crispy chicken breakfast biscuit taco. Taco Bell consulted with sister company KFC for advice on how to fry chicken. However, Taco Bell's recipe, kitchen equipment and preparation methods are different. A brand strategy expert thinks adding fried chicken to Taco Bell’s menu is a bad move. "I love fried chicken,” says Erika Napolitano, “but why would I want to go to Taco Bell to get it?"
Bruce Horovitz, "Taco Bell tests fried chicken in several products", USA Today, September 18, 2014, © USATODAY, a division of Gannett Satellite Information Network, Inc.
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