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Taco Bell's new menu items and promotions boosted Yum! Brands' sales in the second quarter, despite inflation pressures impacting KFC and Pizza Hut.
Taco Bell's New Menu Items Drive Growth for Yum! Brands Amid Inflation, as KFC and Pizza Hut Struggle
As inflation continues to pressure consumers, Taco Bell provides a modest sales boost to Yum! Brands, even as KFC and Pizza Hut struggle.
According to Quartz, Yum! Brands reported lower-than-expected sales for the second quarter on August 6, partly due to reduced spending by U.S. consumers and the impacts of the Middle East conflict. Despite this, Yum! Brands' shares experienced a slight rise on the same day.
“Taco Bell is a clear standout in today’s environment, not only achieving same-store sales growth well ahead of the QSR category but delivering restaurant-level margins near a record high,” David Gibbs, Yum! Brands’ chief executive officer told investors during the earnings call.
Gibbs noted that sales at Taco Bell grew “across all income cohorts,” despite higher fast food prices industry-wide, new menu items like the Cantina Chicken and the famous Taco August 6 promotion continue to attract consumers.
Taco Bell Boosts Loyalty Programs and Menu to Compete Amid Fierce Fast-Food Market Challenges
Taco Bell and its parent company have invested in loyalty programs and refreshed menu offerings to lure customers. Taco Bell's deals include the $7 Luxe Cravings Box and a Baja Blast-flavored gelato, with a pie of the same flavor coming later this year. The chain is also exploring AI for its drive-thrus.
However, competition remains fierce. McDonald’s is extending its $5 meal deal and testing a new big burger called the Big Arch. Burger King, Wendy’s, Sonic, Dairy Queen, and Arby’s offer various meal deals, ranging from $1.99 to $9. Wendy’s $3 breakfast bundle has become so popular that the chain is investing millions to extend the promotion through 2025.
Shake Shack and Chipotle, on the other hand, are not joining the bundle promotion trend, focusing instead on quality and generous portion sizes, respectively.
Despite the variety of fast-food options, KFC and Pizza Hut saw a 3% decline in sales during the second quarter. Popular chains like Domino’s, Starbucks, and McDonald’s have also faced waning demand, particularly from international consumers.
Yum! Brands slightly missed Wall Street’s revenue expectations, posting $1.76 billion in revenue for the second quarter, compared to the forecasted $1.8 billion.
