Big Cheez-It Tostada could spark the next QSR food trend

Big Cheez-It Tostada
Big Cheez-It Tostada / Taco Bell

After a hugely successful test launch, the Big Cheez-It Tostada joins Taco Bell menus nationwide. While many people cannot wait for that first taste, the food concept might hold a bigger trend for quick service restaurants.

Starting on June 6, The Big Cheez-It Crunchwrap Supreme and the Big Cheez-It Tostada come to Taco Bell. While this concept did a test launch 2022, only a select audience was able to get that first taste. Now, the food collaboration comes to the masses.

The excitement over this special menu item is greater than the return of Nacho Fries or even the newest value meal offer. While other QSR restaurants have collaborated with food brands, this Taco Bell offering is different.

As Liz Matthews, Taco Bell’s Global Chief Food Innovation Officer, “This collaboration isn't just about bringing together two iconic brands; it's about taking the spirit of fan innovation to create something truly larger than life. We're thrilled to launch this exciting partnership nationwide and offer fans a whole new way to experience the classic cheesy and crunchy flavors they love from Taco Bell and Cheez-It.”

This Cheez-It is 16 bigger than the traditional snack, which captures the size component of the collaboration. The visual gets everyone talking before the first bite.

More importantly, it is how the snack impacts the flavor and eating enjoyment that matters. Instead of a crumble, dust, or sprinkle, that Cheez-It flavor is in every bite. The cheese flavor is clear, but so is the crunch. Even with all the toppings, that textural contrast is key.

While the Big Cheez-It Crunchwrap Supreme might lessen the crunchiness a little, it is still a menu innovation that is different from other offerings. It is a true collaboration of two brands where both are equally celebrated.

As guests count down the days to the first taste of this new menu item, the concept could be a shift in QSR menu innovation. Even though brand partnerships have been promotional windfalls, this one transforms a menu item completely. It is a new concept that highlights both companies in the best possible light.

While the value conversation is front and center, guests are willing to pay for food that satisfies or sparks their interest. Even if the cost is a few dollars more, they are willing to shell out that money when the food feels worth the purchase. If a QSR restaurant can find that sweet spot, they could not only get an influx of customers but also put more money to the bottom line.

Will other QSR brands follow suit with this type of food collaboration and menu innovation? Only time will tell. Instead of more saucy chicken, it might be time to change the bun or transform the flavor with something a little more exciting.

The Big Cheez-It Crunchwrap Supreme and the Big Cheez-It Tostada hit menus on June 6. Taco Bell Rewards members can get a first taste now. Check with restaurants for availability and pricing.