I went to Taco Bell for the first time. I thought it would be cheaper.

Nora RedmondAug 19, 2024, 16:12 IST

I went to a Taco Bell in London to see just how much the restaurant prioritizes value. Nora Redmond/Business Insider<ul class="summary-list"><li>Taco Bell reported a 5% rise in same-store sales in the most recent quarter.</li><li>The taco chain's focus on value meals has attracted cost-conscious diners amid rising prices.</li></ul><a target="_blank" class href="https://www.businessinsider.com/hundreds-taco-bell-drive-thrus-ai-operated-by-end-2024-2024-7">Taco Bell</a> has been doubling down on value — and it's working.As fast food restaurants try to lure cost-conscious diners back, the taco chain reported a <a target="_blank" class href="https://www.businessinsider.com/taco-bell-cheap-fast-food-gives-diners-what-they-want-2024-8">5% rise in same-store sales</a> in the most recent quarter.It surpassed its Yum! Brands sister brands — KFC and Pizza Hut — and industry competitors like <a target="_blank" class href="https://www.businessinsider.com/mcdonalds-expensive-prices-too-high-fast-food-restaurant-falling-sales-2024-7">McDonald's</a>, which saw sales fall in the most recent quarter.Taco Bell has homed in on offering value meals while <a target="_blank" class href="https://www.businessinsider.com/fast-food-is-expensive-people-annoyed-eating-out-restaurant-2024">fast food prices have soared</a> elsewhere, winning over customers in the process.I went to a Taco Bell restaurant in Bloomsbury, central London, for the first time to see just how cheap — and tasty — the food is.

The chain reopened in the UK in 2010 after its first four stores all closed by the mid-1990s. There are now over 135 Taco Bells across the country.

Taco Bell reopened in the UK in 2010.Nora Redmond/Business Insider

It's clear from the moment you approach that it's trying to push its special offers.

The inside of the restaurant could have benefitted form more space, but it is in central London.Nora Redmond/Business Insider

You order from one of two self-service screens, which only accept card payments.

This Taco Bell had two self-service screens to speed up the ordering process. Nora Redmond/Business Insider

I ordered a Veggie Deluxe Box along with a cheesy roll-up from its Cravings Value Menu.

The Veggie Deluxe Box, a cheesy roll-up and a double cheesy black bean burrito cost £12.97 ($16.50).Nora Redmond/Business Insider

The Veggie Deluxe Box has a good range of options and is enough to fill you up.

The Veggie Deluxe Box was definitely enough food for me. Nora Redmond/Business Insider

I had high hopes for the double cheesy black bean burrito, which is usually what I'd order in similar restaurants.

The double cheesy black bean burrito did not have enough cheese, in my opinion. Nora Redmond/Business Insider

The 7-layer burrito was the most filling part of the deluxe box. I enjoyed the combination of textures.

Nora Redmond/Business Insider

I was delighted to see that this box included churros. They smelled delicious.

The churros weren't oily or greasy, and they didn't need the caramel dip. Nora Redmond/Business Insider

The cheesy roll-up was fairly bland, but it did cost less than £1 ($1.22).

The cheesy roll-up was pretty tasteless. Nora Redmond/Business Insider

The popping colors and flying tacos printed on the wall were good fun.

The Taco Bell in Bloomsbury had a cool interior, with bright colors and flying tacos. Nora Redmond/Business Insider

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