Taco Bell releases $5 'Build Your Own Cravings Box,' and rewards members get early access
Taco Bell is giving its fans the power to create their own combo meals.
The fast-food chain announced the new $5 "Build Your Own Cravings Box," which is available on the Taco Bell app for rewards members starting Tuesday. Other digital customers can build their box beginning Feb. 11.
There are 18 variations of the limited-time box, available for app or web and pay-ahead orders. There are vegetarian options by swapping protein for beans.
“As we see it, there aren’t a lot of choices out there when it comes to value, forcing customers to play by others’ rules,” Nikki Lawson, Taco Bell’s chief global brand officer, said in a news release. “But when your fans have different favorites on the menu, why not celebrate that?”
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Lawson called out the competition for celebrity collaborations and said Taco Bell is putting "fans in the driver's seat and allow them to eat how they want to eat, not how someone, irrespective of how famous they may be, tells them to.”
Last fall, McDonald's had its first celebrity meals in nearly 30 years and teamed up with musicians Travis Scott and J Balvin. The popularity of the month-long collaboration with Scott, also known as Cactus Jack, led to shortages of key ingredients across the nation, and McDonald's shifted the $6 meal to an app-only promotion.
Lady Gaga Oreos are the latest in a string of partnerships featuring music stars and brands. The specially-themed packages of the cookies based on Gaga's latest album, "Chromatica," were released last week.
While Taco Bell isn’t making a celebrity meal, it says it is working with celebrities including actor Noah Centineo, TikTok influencer Nava Rose, K-Pop star CL, iconic Drag Queen Onyx Black and BMXer Brad Simms.
“However, the celebrities won’t be sharing their own orders, but rather reminding consumers to never settle for someone else’s taste buds,” Taco Bell said in its release. “With no predetermined celebrity meal in sight, fans will be encouraged to share their own unique Cravings Box orders on social platforms, such as TikTok, with a never-before-seen filter and hashtag challenge.”
Taco Bell's new Cravings Box
There are four parts to the box and consumers pick one in each category:
Specialties: A signature item like the Chalupa Supreme, Cheesy Gordita Crunch or Crunchwrap.
Starter: A Crunchy Taco, Soft Taco, Beefy 5-Layer Burrito or Bean and Cheese Burrito
Side: Chips & Nacho Cheese Sauce or Cinnamon Twists.
Drink: Medium fountain drink.
While the box is advertised at $5, prices vary by location. The offer also is not valid with delivery orders.
To join Taco Bell Rewards, download the app and register for an account. Taco Bell told USA TODAY that anyone who joins the loyalty program on or after Tuesday will have access to the $5 Build Your Own Cravings Box offer the following day. New members also get a free Doritos Locos Taco for signing up.
Cheesy Fiesta Potatoes coming soon
Taco Bell is adding more items to the menu starting March 11.
Two former items featuring potatoes, Cheesy Fiesta Potatoes and the Spicy Potato Soft Taco, are coming back after being removed from the menu last year in response to the COVID-19 pandemic. Mexican Pizza and items with shredded chicken were also removed.
The chain said it will also partner will Beyond Meat to create a plant-based meat option it will test in the next year.
Contributing: Brett Molina, USA TODAY
Follow USA TODAY reporter Kelly Tyko on Twitter: @KellyTyko
This article originally appeared on USA TODAY: Taco Bell 'Build Your Own Cravings Box' available for rewards members
