Most people have that one favorite menu item that keeps them coming back to the same restaurant. But when that offering suddenly disappears, customer loyalty can weaken quickly, putting even the most established brands at risk.
Taco Bell has long prioritized innovation, consistently introducing new menu items while maintaining accessible prices. That strategy has led the chain to remain culturally relevant, keeping the brand fresh and customers eager to see what’s coming next.
This approach has also helped Taco Bell outperform many competitors during the current industry downturn. Persistent inflation and economic uncertainty have prompted consumers to make more value-driven decisions, leading them to be more selective about dining out and forcing restaurants to compete harder for fewer visits.
Prices for food at home increased 2.6%, while prices for food away from home rose 3.7% in the 12 months ended September 2025, according to recent U.S. Bureau of Labor Statistics data.
As a result, foodservice traffic declined 1% in the quarter ending June 2025, as consumers cut back on dining out, according to Circana.
“If debt is a piece of the profit puzzle, food costs are another. In fact, they appear to be an even bigger, more widespread concern,” said QSR and FSR Magazines Editorial Director Danny Klein.
While Taco Bell holds a reputation for constant innovation, the brand has recently taken a different track, leaning into nostalgia. Reviving discontinued fan favorites allows the chain to spark excitement without the risk and cost of launching entirely unfamiliar products.
One of the most requested items has been the Quesarito, first introduced in 2014. The Quesarito blends a beef burrito and a cheese quesadilla, filled with seasoned beef, rice, Chipotle sauce, sour cream, melted cheeses, and nacho cheese sauce, all wrapped in a grilled quesadilla.
Despite its strong demand, Taco Bell made the item an in-app exclusive in 2020 before discontinuing it altogether in 2023.
After a nearly three-year absence from the menu, the fan-favorite Quesarito returned in December 2025 as part of Taco Bell’s Decades Menu. Now, the chain is once again shaking things up by introducing a bold new take on the classic to drive buzz and visits.
Taco Bell launches the Volcano Quesarito
Taco Bell is debuting the Volcano Quesarito, a new version featuring its Volcano Sauce, a creamy, cheesy, and spice-forward sauce that puts “a twist on the beloved classic.” However, the launch doesn’t stop there, as the chain is also rolling out an all-new Volcano Style Menu with five additional items paired with Volcano Sauce.
The move reflects Taco Bell’s strategy to promote innovation by revamping familiar products while maintaining operational efficiency and driving growth.
“We’re always pushing for new ways for our fans to experience the things they love about our menu,” said Taco Bell Chief Marketing Officer Luis Restrepo in the press release. “The Volcano Sauce is proof of how we continue to lead in sauce innovation, delivering bold, craveable experiences fans can only get from Taco Bell.”
Taco Bell’s Volcano Style Menu
- Volcano Crunchy Taco: A classic crunchy taco with seasoned beef, shredded lettuce, shredded cheddar cheese, and Volcano Sauce.
- Volcano Crunchwrap: The signature Crunchwrap filled with seasoned beef, Nacho Cheese sauce, Volcano Sauce, sour cream, shredded lettuce, tomatoes, and a tostada, all wrapped and grilled.
- Volcano Cheesy G: Seasoned beef, shredded lettuce, cheddar cheese, and Volcano Sauce inside a flatbread with a three-cheese blend and wrapped around a crunchy taco shell.
- Volcano Steak Fries: Seasoned fries topped with steak, Nacho Cheese sauce, cheddar, pico de gallo, and Volcano Sauce.
- Volcano Bell Grande: Nacho chips loaded with seasoned beef, refried beans, Nacho Cheese sauce, Volcano Sauce, sour cream, and tomatoes.
Starting now, Taco Bell Rewards Members can unlock exclusive access to the Volcano Style Menu through the Taco Bell app for a limited time, reinforcing the brand’s ongoing push toward digital engagement and loyalty-driven sales.
Taco Bell debuts the Volcano Quesarito and an all-new Volcano Style Menu.
Taco Bell’s broader strategy
This latest move is part of Taco Bell’s Relentlessly Innovative Next-Generation Growth (RING) strategy, which focuses on menu innovation, enhancing its digital sales experience, and international expansion. The plan aims to increase the U.S. average unit volume and triple the brand’s global store count by 2030.
Earlier this year, Taco Bell also hosted the Live Más Live Event in Las Vegas, where it unveiled more than 30 new menu items and brand partnerships set to debut at its U.S. restaurants in 2025.
More Fast-Food Business News:
- McDonald’s expected to bring back beloved childhood favorite in 2026
- Chick-fil-A made a major change to its chicken, fans are noticing
- Taco Bell, Jack in the Box bring back discontinued menu items
So far, the strategy appears to be working. In the third quarter of fiscal 2025, Yum! Brands’ (YUM) Taco Bell reported a 9% year-over-year increase in U.S. system sales, and same-store sales rose 7%.
“Value is rarely defined only by price,” said Circana Senior VP and Industry Advisor for Food and Foodservice David Portalatin in a statement. “Operational excellence in providing quality, affordability, great experiences, and convenience is what leads winning restaurants and their supply chain partners to greater success.”
Fast-Food chains reviving discontinued menu items
- Jack in the Box: Brought back its first-ever chicken sandwich, the Chicken Supreme, in December 2025 after a 21-year absence (Source:The Street)
- McDonald’s:Revived the Snack Wrap in July 2025 after nearly a decade (Source:McDonald’s)
- KFC: Returned the Potato Wedges in August 2025 following a five-year hiatus (Source:The Street)
- Burger King: Reintroduced the Cini Minis in August 2025 after 13 years (Source:Today)
Related: Taco Bell reveals 30 new menu items launching in 2025