The chain designed its 1990 menu on a concept it referred to as the "59¢-79¢-99¢ value initiative." Taco Bell sold a variety of foods at every price range, starting at 59 cents for basic soft and hard-shelled tacos.
Even in the 2000s, you could get several menu items for less than $1. Prices increased gradually over time.
The Cheesy Roll-Up, a wrapped tortilla stuffed with melted cheese, is now the sole item priced at $1. For $1.19, the company also sells a Cheesy Bean and Rice Burrito and a Spicy Potato Soft Taco.
The "Cravings Value Menu" offered by the restaurant has items priced above $2.79 for the Cheesy Double Beef Burrito and $2.99 for the Loaded Beef Nachos.
Although Taco Bell still offers a variety of combo packages, its costs are now more in line with competitors like Wendy's, Burger King, and McDonald's.
Price increases have been a major problem for people who are worried about inflation; McDonald's has encountered resistance due to outlier locations charging extremely high rates.
More generally, the business has been criticized for not offering as many value-based combos as its competitors.
It looks like Taco Bell just trod on a third rail. The chain has changed its prices in a way that may not be appreciated by all of its patrons.