Taco Bell brings back exclusive menu collaboration for a limited time | Official Website of Louis Velazquez, entrepreneur, finance guy and tech innovator

Taco Bell is revisiting a partnership that is nostalgic to the Mexican community, but the launch is unknown to many.

Despite global economic uncertainty, slowing consumer spending, and rising competition within the fast-food industry, Taco Bell continues outperforming its rivals by prioritizing menu innovation, value-driven offerings, and strategic brand collaborations.

In the first quarter of fiscal 2025, Taco Bell’s U.S. sales surged 11% year-over-year, attesting to the success of its new strategy.

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A major contributor to this momentum was the Taco Bell Live Más Live Event in Las Vegas last year, where it unveiled over 30 new menu items and brand partnerships set to roll out across U.S. restaurants in 2025.

Over the last few months, Taco Bell has launched various new menu items in conjunction with major partners, including Dulce de Leche Cinnabon Delights with Cinnabon and Mike’s Hot Honey Diablo Dipping Sauce.

However, rival fast-food chains have adopted similar strategies to stay competitive.

Taco Bell brings back a limited-time collaboration.

Image source&colon; Taco Bell

Taco Bell outpaces fast-food competitors with menu innovations and strategic partnerships

In such a competitive fast-food market, major chains have begun teaming up with popular brands to create limited-time collaborations.

These strategic partnerships aim to boost sales and enhance brand visibility by introducing exclusive menu items that attract new customers while keeping loyal fans engaged. Merging well-known brand names allows both parties to stand out in a saturated market and generate buzz.

However, launching collaborations can be expensive. Hence, some fast-food chains test these offerings in select markets before rolling them out nationwide. This allows them to gauge customer interest while minimizing risk.

Recent examples include Wendy’s (WEN) unveiling of the new “Wednesday Meal of Misfortune” in partnership with Netflix to promote “Wednesday” Season 2. Burger King (QSR) also expanded a collaboration with Naruto by launching the Burger King x Naruto King Jr. Meal in the U.S.

Taco Bell partners with Tajín to bring back a limited-time taco

Last year, Yum! Brands’ (YUM) Taco Bell launched a limited-time menu with the popular Mexican seasoning brand Tajín, featuring a Tajín Crunchy Taco, Tajín Twists, and the Tajín Strawberry Freeze, which was only available at one Taco Bell location in Orange County, California.

The Tajín menu was eventually discontinued. However, one item seemed to have caught consumers’ attention because Taco Bell shared it is once again teaming up with Tajín to bring back the Tajín Crunchy Taco.

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This latest relaunch features a crunchy corn taco shell coated with Tajín Clásico seasoning, filled with seasoned ground beef, lettuce, shredded cheddar cheese, ranch sauce, and mango pico de gallo salsa.

If the shell’s seasoning isn’t enough, customers also receive an extra Tajín packet to sprinkle on the taco for additional flavor.

The new Tajín Crunchy Taco is currently being tested for a limited time at select Taco Bell locations in Columbus, Ohio. However, if it performs well in test markets, it may be expanded nationwide.