Taco Bell to Give Chipotle a Run for its Money

The opening of right across Bloomingdale Avenue from last year may have put a dent in the national franchise's receipts. But now Taco Bell is fighting back.

The Irvine, Calif.-based chain announced Wednesday in a press release that it plans to roll out menu items created by celebrity chef Lorena Garcia for its nearly 5,600 U.S. restaurants.

In addition to the usual tacos, burritos and nachos, Taco Bell will add such "gourmet Mexican" selections as black beans, cilantro rice, citrus- and herb-marinated chicken and cilantro dressing.

The Garcia-inspired new Cantina Bell menu will be unveiled July 5. And the new items will be backed by a guarantee. If consumers don’t love it, Taco Bell will replace it.

Garcia—who was featured on NBC “America’s Next Great Restaurant” and will appear on the new season of Bravo’s “Top Chef Masters” July 25 – worked with Taco Bell beginning in October 2010 to create and perfect the menu.

Cantina Bell will feature eight new ingredients for Taco Bell such as whole black beans, cilantro rice, 100-percent all-white meat chicken in a citrus and herb marinade, guacamole made with 100-percent Hass avocado, fire-roasted corn salsa, creamy cilantro dressing, romaine lettuce and pico de gallo.

Beyond the new food items and sides, Garcia has influenced the menu in other ways by focusing on the build and presentation, and by including more ingredients per item but each in smaller amounts.

Taco Bell will also offer side combinations as part of the new menu, including chips and Garcia’s pico de gallo or fire-roasted corn salsa, chips and guacamole, or black beans and cilantro rice, each for $1.49.

“Lorena is truly an inspiration, and her new menu and passion for food has inspired a new menu with the freshest flavors that exceed expectations,” said Brian Niccol, chief marketing and innovation officer, Taco Bell Corp. “Additionally, in true Taco Bell fashion, she worked with us to create a high-quality, value-driven lineup of new offerings comprised of new ingredients that offers a broader array of tastes and flavors our consumers are seeking, all wrapped up in terrific Taco Bell value and convenience.”

“Taco Bell approached me with an interesting challenge,” said Lorena Garcia in the press release. “They have a passionate fan base that loves the great taste of the classic menu items – and they don’t want to change that. They were looking to keep these menu items and expand their food to offer new flavors with great taste. As a chef, I saw this as an opportunity to help create diversity to the Taco Bell experience, and to introduce and celebrate the tastes and flavors from around the world to millions of customers.”

To help promote the new Cantina Bell menu and encourage consumer trial, Taco Bell is guaranteeing its quality. If a customer tries and doesn’t like the Cantina Bowl or Cantina Burrito, Taco Bell will replace it.

“We stand behind the quality of all of our products,” said Niccol. “With Cantina Bell, we want to underscore this commitment. Our fans love layers of flavors – and our new menu delivers flavors that are brighter, refreshing, in the end, incredibly satisfying.”

The additions going nationwide July 5 will take a bigger bite out of the wallet, but the newcomers are also bigger than the chain's regular burritos. The Cantina Burrito Bowl and Cantina Burrito, offered with chicken or steak, will sell for nearly $5 apiece. A vegetarian option will be offered, also for nearly $5.

Here’s a highlight of each of Taco Bell’s new ingredients:

• Black Beans:

Taco Bell will use black beans, not refried, and add a Latin Spice Blend of onion, garlic, cumin, chili powder, with other ingredients

• Cilantro Rice:

Rice cooked in a cilantro seasoning that features onion, garlic, cilantro and parsley

• Citrus and Herb Marinated Chicken:

Boneless, skinless chicken breast marinade that features garlic, onion, lemon, cilantro and tomatillo

• New Guacamole:

Lorena-inspired guacamole made with Hass avocados, and blended with tomato, jalapeno, onion, cilantro and lemon juice and other ingredients

• Fire-Roasted Corn Salsa:

Super Sweet yellow corn and fresh red and green bell peppers, fire roasted, with our Latin Spice Blend

• Creamy Cilantro Dressing:

Lorena-inspired Creamy Cilantro dressing features cilantro blended with oil, lemon juice, vinegar and garlic, and other ingredients

• Pico de Gallo:

Diced tomatoes and onions blended with fresh chopped cilantro and a tangy dressing made with lemon juice and vinegar