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TACO BELL® PETITIONS FEDERAL RESERVE "WE WANT OUR $2 BILLS!"

 

Taco Bell® Asks Federal Reserve to Circulate More $2 Bills to Meet Pending Demand for All-New $2 Meal Deal

Irvine, Calif., June 9, 2010 –Today Taco Bell® launched a national petition to the Federal Reserve calling on them to circulate more $2 bills to celebrate its all-new $2 Meal Deal. Consumers who crave value and enjoy the quirky nature of the $2 bill are asked to sign the petition on the “$2 Dollar Deal” tab at www.facebook.com/tacobell for Taco Bell’s “$2 Meal Deal Appeal” campaign.

The Federal Reserve prints all denominations according to demand. However, the $2 bill has not been in demand and production of the note is the lowest of U.S. paper money at less than one percent of all bills printed. The last year the $2 bill was printed was 2006. While older generations of Americans treat the $2 bill with reverence, giving them as gifts or keeping them for good luck, younger generations have yet to discover it.

The scarcity of the $2 bill in circulation and the lack of public awareness for it have inspired urban legends about its existence. The petition provides a unique way for fans of Taco Bell to be introduced to the $2 bill, or get reacquainted with it and unite in the new demand created by $2 Meal Deal. It also allows Taco Bell to engage and reward its 1.1 million Facebook fans for their continued brand loyalty.

Just three weeks after redefining value in the quick service restaurant industry (QSR) with the launch of the all-new $2 Meal Deal, Taco Bell launched the petition via a full-page letter to the Federal Reserve in today’s USA Today.

The letter reads in part, "This summer, more than ever, Americans are searching for value. Here's our solution. Cooler than a $5. Twice as powerful as a $1. And thanks to our new $2 Meal Deal, only at Taco Bell can Americans get three items for two bucks. Which is why we're writing to you today: Taco Bell is asking the Federal Reserve to circulate more $2 bills. As we head into the summer season, please help us better serve the American consumer by circulating more $2 bills. We'll be happy to discuss this in-person. We'll bring the Chicken Burrito, Doritos and Pepsi. You bring the Jefferson."

“In being the first in the QSR industry to offer our customers 3 items for $2, we want to rally the nation around the new buying power of $2,” said David Ovens, Chief Marketing Officer, Taco Bell Corp., Irvine, Calif. “The petition is not only a celebration of Taco Bell redefining the meaning of value in the industry, but the value of $2.”

While other QSRs tout dollar menus and combos at around $3, Taco Bell® is breaking through the clutter and redefining value. $2 Meal Deal, the latest centerpiece of Taco Bell’s industry-leading Why Pay More® Value Menu, is available in four combinations and will include one Taco Bell item, a bag of Doritos chips and a medium soda drink. Available at participating Taco Bell locations nationwide, $2 Meal Deal has a low price that won’t break the bank and variety that consumers enjoy via four different, enticing options.

• $2 Chicken Burrito Deal with Doritos chips and a medium drink
• $2 DOUBLE DECKER® Taco Deal with Doritos chips and a medium drink
• $2 GORDITA SUPREME® Deal with Doritos chips and a medium drink
• $2 Beefy 5-Layer Burrito Deal with Doritos chips and a medium drink

About Taco Bell Corp.
Taco Bell Corp. (“Taco Bell”), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation’s leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the 79-89-99 Why Pay More!® Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.


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