Quartz·2 min read·easy
Why Taco Bell is beefing up its protein offerings
✦AI Summary
Taco Bell is introducing a Protein Power menu to appeal to health-conscious consumers interested in muscle performance. This strategy targets the chain's core demographic of young men while aligning with broader nutritional trends.
This summer, restaurant chain Taco Bell plans to test a new Protein Power menu in some US stores, as part of its drive to stay within new “nutritional guardrails” and present a healthier face to customers. CEO Greg Creed notes increased consumer interest in protein for “performance,” presumably meaning building muscle, a great fit for its young, male-skewed dining clientele.
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