The burger chain
started selling crunchy tacos on Tuesday. They cost $1 in most places, but are more expensive in Alaska and Hawaii, and will only be available for a limited time.
Burger King first tested out tacos in western states. "We've seen success with tacos in those restaurants and knew it was time to bring this west coast favorite nationwide," Chris Finazzo, president of North America for Burger King, said in a statement. The new item adds "variety" to Burger King's snack offerings, he added.
Fast food chains use limited-time offerings
to build hype
and keep their brands top of mind with consumers. And tacos in particular are a good way to attract customers, said Neil Saunders, managing director of GlobalData Retail, a research and consulting firm.
"Tacos remain very popular with consumers," Saunders said, adding that fast food companies that wouldn't traditionally sell tacos may be "keen to get a slice of that action."
Jack in the Box in particular has had
great success with its taco. The item has been "a #1 seller and a fan favorite for years," Jen Kennedy, VP of product marketing at Jack in the Box, told CNN Business in a recent interview. She said the taco has been a "stand out distinction for us." Jack in the Box also just started selling tiny, bite-sized tacos, but it's too early to say how they're doing.