Industry News | June 9, 2010

Taco Bell Honors $2 Bill with $2 Meal Deal

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Today, Taco Bell launched a national petition to the Federal Reserve calling on them to circulate more $2 bills to celebrate Taco Bell's new $2 Meal Deal. Consumers are asked to sign the petition on the “$2 Dollar Deal” tab on Facebook 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 all U.S. paper money at less than one percent of all bills printed. 2006 is the most recent year that the $2 bill was printed.

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 to 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 the launch of the $2 Meal Deal, Taco Bell launched the petition via a full-page letter to the Federal Reserve in today’s USA Today.

“In being the first in the QSR industry to offer our customers three items for $2, we want to rally the nation around the new buying power of $2,” says David Ovens, chief marketing officer for Taco Bell Corp. located in Irvine, California. “The petition is not only a celebration of Taco Bell redefining the meaning of value in the industry, but the value of $2.”

The $2 Meal Deal is available in four combinations and will include one Taco Bell item, a bag of Doritos chips, and a medium soda. Available at participating Taco Bell locations nationwide, the $2 Meal Deal has a low price that and a variety that consumers can enjoy via four different 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