Taco Bell first introduced the crispy chicken taco in September 2019 to rave reviews. The fast food taco featured a crispy tortilla shell stuffed with marinated all-white-meat chicken, lettuce, cheese, and avocado ranch sauce. It quickly became a fan favorite menu item. However, just a few months later in 2020, Taco Bell unexpectedly removed the crispy chicken taco from its menu, leaving fans wondering what happened.
The Launch and Brief Tenure of the Crispy Chicken Taco
Taco Bell first tested the crispy chicken taco in select locations in early 2019 before rolling it out nationwide on September 12, 2019 for $1.49 per taco. The taco was part of Taco Bell’s strategy to appeal to consumers who wanted more protein options by adding new chicken items to the menu.
Initially, the crispy chicken taco was a big hit, with many customers posting positive reviews and feedback on social media:
| Susan B. | “Tried the new crispy chicken taco from Taco Bell today and it did NOT disappoint. The tortilla was perfectly crispy and the chicken was juicy and flavorful. An excellent new addition to the menu!” |
| Mark K. | “Loving the new crispy chicken taco from @TacoBell! My new go-to item when I’m craving something crispy and full of flavor. The creamy avocado ranch sauce puts it over the top.” |
However, just 5 months after its release, Taco Bell quietly removed the crispy chicken taco from its menu in February 2020. The disappearance of the popular menu item left many customers confused and disappointed.
Why Did Taco Bell Get Rid of the Crispy Chicken Taco?
Taco Bell has not provided an official explanation for why the crispy chicken taco was removed from menus so quickly after its launch. However, food industry experts and insiders have speculated on a few possible reasons:
Low Sales and Lack of Interest
One theory is that the crispy chicken taco simply did not generate enough interest and sales to warrant staying on the permanent menu. While it was popular among some core Taco Bell customers, it may not have appealed to a large enough demographic to be profitable nationwide long-term. The sales figures may have led Taco Bell to cut the item to streamline operations.
Supply Chain Issues
Some sources have suggested Taco Bell may have faced challenges getting enough supply of ingredients to support the crispy chicken taco on a national scale. Shortages or issues getting enough chicken or other components from suppliers at a cost-effective price point could have led them to pull the taco for logistical reasons.
Cannibalization of Existing Menu Items
Another potential factor is that the crispy chicken taco may have started to steal sales away from existing top-selling items on Taco Bell’s menu. If it was eating into demand for items like the Crunchy Taco, Soft Taco, or Doritos Locos Tacos, Taco Bell may have seen it as a threat to their overall profitability and cut the new item to drive customers back to their core offerings.
Testing Limited-Time Offer Strategy
There is also speculation that the crispy chicken taco was only ever intended to be a temporary, limited-time menu item to generate buzz and trial. Taco Bell may have planned all along to remove it after a few months as a marketing tactic to create urgency and get customers to try it quick before it was gone. The tactic can increase short-term sales but make the item seem more desirable.
Customer Complaints About Quality
While initial reviews were very positive, over time some customers began posting complaints that the quality of the crispy chicken taco was inconsistent or declining. Issues like not enough chicken per taco, lack of crispiness in the shell, and avocado ranch sauce either missing or watery may have led Taco Bell to pull the taco rather than invest resources into improving it.
| Karen T. | “Tried the crispy chicken taco again and it was soggy and disappointing. Not nearly as good as the first one I tried when it was new.” |
| James P. | “Got 3 crispy chicken tacos today but each one seemed to be missing chicken. Hardly any meat in them and the shell was limp.” |
The Return of the Crispy Chicken Taco
In April 2021, to the delight of fans, Taco Bell announced the return of the crispy chicken taco to menus for a limited time. This time it cost $1.99 per taco.
Taco Bell promoted the comeback with ads and social media campaigns playing up customers’ love for the taco and inviting them to get it before it disappeared again. The response was very positive, with the crispy chicken taco selling well during its limited relaunch.
| Liz H. | “So glad Taco Bell brought back the crispy chicken taco! Missed it so much last year. Already bought 4 of them today.” |
| Tony G. | “Just tried the crispy chicken taco since it’s back at Taco Bell and remembered how much I loved it! Crunchy, juicy, saucy – so good.” |
However, after a few months on menus in early 2021, the crispy chicken taco once again vanished by summer 2021, furthering the mystery around why Taco Bell cannot seem to keep this menu item for long.
How Fans Are Reacting to the Disappearance
Many Taco Bell customers are once again disappointed that one of their favorite limited-time menu items has disappeared. Across social media, fans are posting reactions and memes expressing their frustration over the elusiveness of the crispy chicken taco:
| Taco Bell Fan Twitter | Taco Bell HQ watching me go through the 5 stages of grief every time they bring back the crispy chicken taco just to take it away again |
| Reddit r/LivingMas | [Image of the ‘Distressed Faces’ meme]
Everyone when Taco Bell removes the crispy chicken taco from the menu for the 100th time |
Fans are repeatedly voicing a desire for Taco Bell to bring the taco back permanently or at least for longer stints rather than as a brief promotional menu item. However, Taco Bell has not acknowledged any plans to bring the crispy chicken taco back again anytime soon.
Could the Crispy Chicken Taco Return in the Future?
Given the continued customer demand and press around the disappearance of the crispy chicken taco, many food industry experts speculate that Taco Bell will inevitably bring it back for another limited-time offering in the future.
Limited-time offerings generate hype and urgency around products, so it benefits Taco Bell from a marketing perspective to position the crispy chicken taco as a recurring temporary item rather than a permanent addition.
The company likely also wants to resolve any supply chain or profitability challenges the taco posed before committing to bringing it back long-term. Taco Bell may be tweaking the recipe or logistics before re-launching it again.
What a Permanent Return Could Look Like
If Taco Bell finds a way to make the crispy chicken taco work as an ongoing menu item, they would ideally promote it with advertising and in-store merchandising that positions it as a new permanent addition rather than a temporary offer.
They may initially only launch it in select test markets or regions to contain any potential issues before making it nationwide again. Taco Bell would need to back up the permanence with supply chain and distribution support to ensure availability.
Making it a permanent item could involve adjusting the price point or composition slightly while keeping the core product and branding the same.
Conclusion
Taco Bell’s crispy chicken taco has seen a mysterious journey since its launch in 2019. Despite its popularity among fans, it has twice disappeared from menus after only being available for a limited time. While Taco Bell has not commented on the rationale behind removing the taco, speculation points to issues like lagging sales, supply chain challenges, quality control problems, or simply a strategy of artificial scarcity marketing. The passionate response from customers increases the likelihood Taco Bell will bring back the crispy chicken taco in the future, but whether it will ever return for good remains one of fast food’s biggest cliffhangers.