Taco Bell’s New Menu Plans Signify Venture Into New Dietary Market

Craig Barritt/Getty Images for Taco Bell

Taco Bell, going vegetarian?

With all the delectable high-caloric items on the menu, that does not compute, but okay!

The Tex-Mex-inspired fast-food chain based out of Irvine, California, is changing things up to keep up with the evolving needs of more health-conscious consumers.

It used to be that those who pined for healthier options steered clear from Burrito Supremes. But maybe they were starting to feel like they were missing out on the tasty offerings regular customers often crave.

Well, now Taco Bell is ringing in some changes. In the coming months, the chain will be rolling out an expanded menu of vegetarian and vegan options in select restaurants for a limited time.

The Huffington Post said that Taco Bell would feature all the meat-free items on one menu during the trial period to make it easier for vegetarians to spot.

Vegetarian options are nothing new for Taco Bell. Customers can customize their order through the app by using the “Make it meatless” feature.

For those wanting fewer calories, they can select the “Fresco style” feature, which “replaces mayo-based sauces, cheeses, reduced-fat sour cream and guacamole on almost any menu item with freshly-prepared pico de gallo,” according to the restaurant’s website.

The American Vegetarian Association has certified the chain as vegetarian since 2015, but this is the first time the items are being highlighted on the menu.

Offering vegetarian options is a way to ensure fast food chains like Taco Bell do not lose potential customers taking their business elsewhere for more plant-based options.

For years, the popular cantina franchise was synonymous with the hangover breakfast, or late night binges, with college students gorging on deep-fried Doritos Tacos or Beefy Fritos Burritos, and washing it all down with the syrupy goodness of a Strawberry Skittles Freeze.

But unbeknownst to most consumers, Taco Bell keeps a registered dietician among its staff and has reduced sodium across its menu by 15% since 2008.

Not everyone is on board, however.

There are some skeptics whose stomachs are churning at the thought of trying Taco Bell’s veggie options.

Elizabeth Matthews, Taco Bell’s chief food Innovation officer, remains proud of the chain’s dedication to pleasing many palates.

“We’ve always been a safe haven for vegetarians because we already have so many options. Many people just don’t know it.”

Plenty of fans are still eating up the new initiative.


And here’s some food for thought.

And let’s not isolate the poultry diehards.

With an improved menu, it’s time for hungry customers to make a run for the border. Or nowadays, run to their local Taco Bell.


Written by Koh Mochizuki

Koh Mochizuki is a New York-based actor and writer. Originally hailing from Los Angeles, he received his B.A. in English literature and is fluent in Japanese. Disney parks are his passion, and endless cups of coffee are a necessity. Instagram: kohster Twitter: @kohster1