Taco Bell brings back four 2016 fan favorites including the Naked Chicken Chalupa starting Aug 20. The campaign includes exclusive brand collaborations, targeting a boost in loyalty program engagement.
Taco Bell will bring back four menu items from its 2016 lineup for a limited time starting Aug. 20, the chain said. The Naked Chicken Chalupa, Meximelt, Beefy Crunch Burrito and Caramel Apple Empanada are part of the third chapter of its Decades Menu.
Taco Bell said the campaign extends beyond food. It is partnering with Divine, a 6-second looping video app, along with Camp Snap and Anti Social Social Club, for exclusive collaborations and experiences. The partnerships target Taco Bell Rewards Members, who will get early access to the Beefy Crunch Burrito on Aug. 18-19 through the mobile app.
“For decades, Taco Bell has been woven into the lives of our fans, and there’s something special about revisiting the moments and experiences that made 2016 distinctly memorable,” said Luis Restrepo, chief marketing officer for Taco Bell North America. He said the Decades Menu is about reconnecting with flavors fans loved while giving a new generation the chance to discover them.
Alice Chan, chief marketing officer of Divine, said the collaboration is about showing up in ways that are joyful and creative, not an interruption to the community.
The nostalgia push comes as Taco Bell’s parent Yum! Brands looks to drive traffic through limited-time offers and its loyalty program. The early access window for Rewards Members is designed to boost app engagement and subscription to the free program, which has been a key growth driver for Yum. The Decades Menu continues a tradition of bringing back items that fans frequently request.
Other fast-food chains have also leaned on nostalgia to revive sales. McDonald’s has periodically brought back the McRib, and Wendy’s has returned the Spicy Chicken Nuggets. The strategy relies on social media buzz and scarcity, lifting same-store sales during the promotional window. Taco Bell said the items will be available at participating U.S. locations while supplies last. Prices and participation vary by location.
The return of the Caramel Apple Empanada, which was discontinued in 2019, has drawn particular attention from fans. The Naked Chicken Chalupa, which tested in 2016 and later became a permanent menu item before being pulled, also has a dedicated following. Taco Bell operates nearly 10,000 restaurants in more than 40 countries.
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