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Taco Bell’s energy? Straight Gen Z core. Using data from QuestBrand by The Harris Poll, we can see how Taco Bell’s push towards nostalgia, chicken, and LTOs strongly resonates with this generation. Throughout the last quarter of 2024, Taco Bell’s brand equity lifted among Gen Z adults, and remains high into 2025. What is Taco Bell doing right?
Taco Bell often uses LTOs to generate consumer excitement and inspire social media buzz. In Q4 2024, this included the release of a decades-inspired menu and chicken nuggs.
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Nostalgic for a time before their time: In late October, Taco Bell released the Decades Menu. This menu has five items, each representing a particular decade in Taco Bell’s history: ‘60s – Tostada, ‘70s – Green Sauce Burrito, ‘80s – Meximelt, ‘90s – Gordita Supreme, ‘00s – Carmel Apple Empanada. Taco Bell hoped the decades-inspired mix would attract older consumers looking a taste of their discontinued favorites, and Gen Zers with their unique sense of “fauxstalgia.” Gen Z is fascinated with decades past, especially the 90s. Despite not being alive for these items’ first time around, the Decades Menu was able to pull Gen Z customers in the door.
“Nostalgia is so powerful for Gen Z, despite them not living in those times.” – Taylor Montgomery, Taco Bell’s Chief Marketing Officer
Did someone say “chicken”?!: Taco Bell is making a strong push into the chicken space since many Gen Zers prefer chicken to red meat. Launching December 19th, Taco Bell released Crispy Chicken Nuggets, marinated in jalapeno buttermilk and coated in crunchy tortilla chip breading. Nearly one-in-six Taco Bell orders contained the nuggets after their release, with 5 million customers giving them a try. After the nuggets’ wildly successful release, Taco Bell has since announced that they are looking to make the chicken nuggets a permanent addition to the menu in 2026.
“Fans weren’t just excited, they were loud, and that kind of demand doesn’t happen every day. It was clear to us that this wasn’t just a fun limited-time menu offer, it was a sign our consumers want crispy chicken from Taco Bell.”- Taco Bell spokesperson to Food & Wine
Taco Bell’s Brand Equity Among Gen Z Adults – 12 Week Trended Average
QuestBrand. 1/1/24-5/1/25. Base: General population of US adults, n=8,266. Base: Gen Z adults, n=1,377.
