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Taco Bell Taps Into Nostalgia Trend With Decades Retro Menu

 

As they say, what’s old is new again. At least at Taco Bell, where the chain this week introduced “The Decades Menu,” bringing back customer favorites from the 1960s through the 2000s.

The Tostada is back -- one of the six original menu items when the first  Taco Bell walk-up window opened in 1962. The 1970s  Green Sauce Burrito, which the chain touts as “one of our most-hacked burritos,”  also makes its return, along with the 1980s Meximelt, the 1990s Gordita Supreme, and lastly the 2000s Caramel Apple Empanada. All Decades Menu items will be available for $3 for a limited time.

"The Decades Menu and the merch we're creating are an ode to our rich history and a love letter to our fans, whether they've been rolling through our drive-thru for decades or are just about to discover their first Caramel Apple Empanada," said Taylor Montgomery, Taco Bell CMO, in a release.

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To complement the Decades menu, Taco Bell has also launched the $7 Luxe Cravings Box, featuring the Gordita Supreme, a Beefy 5-Layer Burrito, Double Stacked Taco, chips, nacho cheese sauce and a medium fountain drink, also for a limited time.

And what retro rewind would be complete without accompanying merch? The brand has created limited edition stainless steel Decades Cups, along with limited edition hoodies, all embellished with designs with from the ‘60s through the 2000s. And multiple limited edition plastic Decades Cups will be served with any medium drink order while supplies last.

A weekly in-app Decades Quiz will give rewards members a shot at winning either a hoodie or a stainless steel cup by answering decade-specific questions such as, "What dance are you doing after your first bite of Taco Bell?" and "The '90s called, what do you say?" At the end of the quiz, which runs for five weeks, five winners will be selected to win the entire Decades hoodies and stainless-steel cups collection.

The chain also has various Decades Deals available for delivery via Uber Eats through Dec. 18. 

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