For anyone who consumes fast food regularly, it’s likely you’ve already noticed that your favorite drive-through joint (along with all the others) are always offering up something new.
The race to innovate and disrupt is present at pretty much all casual service chains. Sure, a customer might buy food or even become a regular. But if you don’t offer new things, you risk losing their loyalty.
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You’d think McDonald’s, the biggest of the fast-food giants, wouldn’t have this problem, as its menu is full of classics that people have been buying for decades.
But even this powerhouse chain is not immune. During its most recent earnings call, McDonald’s reported a year-over-year decline in net revenue — $1.87 billion in Q1 2025, versus $1.93 billion in Q1 2024 — as well as a same-store sales drop of 3.6%.
Related: McDonald’s launches unusual new drink to recover customers
While McDonald’s attributed the drop to dampened consumer sentiment around geopolitical tensions, it’s also known for being a more classic brand and experimenting in a more traditional way than some of its competitors.
Swing the pendulum to the opposite side, and there you have Yum! (YUM) Brands-owned Taco Bell, which has done everything from create a taco using a Doritos shell to reimagining the tostada atop a giant Cheez-It.
Now the chain is back at it with another wild invention, and this one might be even more unhinged than all the ones that came before it.
Taco Bell is rolling out yet another unique menu item.
Image source: Yum! Brands
Taco Bell’s latest innovations being tested
In an Instagram post shared on July 18, food blogger Snackolator gave us a closer look at what Taco Bell is working on next: a taco with a shell made entirely of cheese.
This is the Quesocrisp Taco that Taco Bell showed off at its Live Mas event a few months ago. The all-cheese shell is filled with a choice of beef or cantina chicken and topped with Jalapeno Ranch sauce.
There are reports that this item has been popping up in the Orange County area, with some consumers taking to Reddit to post about their experience with the new taco.
“Not that good,” Reddit user Panda42 wrote in their post. “The quesocrisp they advertised at the Live Mas event was nothing like this, and only makes this even more disappointing. I’d rather pay $5 for a double-stacked taco instead of one of these again.”
Related: Taco Bell menu adds a popular McDonald’s favorite
Snackolator’s post also mentioned the new Tacodilla, which is basically a very long soft taco that comes stuffed with steak, melted cheese, and a red chile sauce. This one has been spotted in Detroit, Columbus, and Toledo so far.
Another Redditor tried out the Tacodilla, and the reviews were far better compared to the Quesocrisp.
“Reporting in. The Tacodilla is amazing, and big,” Reddit user 0pThomas_Prime wrote in a post from June 17. “Sorry I didn’t have a banana for scale. Definitely going back for this. I know it’s a bit pricey, but it’s easily 2 chalupas worth of food. That sauce is tasty!”
The Tacodilla originally appeared on Taco Bell’s “Dreams” list during its Live Mas event, which meant the brand was unsure if the item would ever make it to the official menu — and now it has.
Taco Bell’s rocking into 2025
While some other chains are reporting that customers are pulling back from eating out amid worries about economic uncertainty, Taco Bell doesn’t seem to be having those problems.
It reported a strong first quarter during its April earnings call, with U.S. same-store sales up by 9% in Q1, while system sales were up 11%.
“A tough operating environment probably favors Taco Bell. It’s just firing on all cylinders right now,” Yum! Brands CEO David Gibbs said during a June 18 earnings call.
“Penetration is going up, bringing more customers into the brand with things like Cantina Chicken. Value stands out. And innovation — nobody else sells anything close to what we sell. We’re in an enviable position,” he said.
