The research coincides with the launch of Taco Bell’s new $1 Morning Value Menu, available on menus nationwide today. The latest study shows consumers unwavering in their desire for true dollar menus, despite their disappearance in restaurants across the nation. Championing the dollar, Taco Bell is the only national quick-service restaurant to offer a $1 morning menu where all 10 craveable items are actually $1 each. Setting them even further apart from national competitors, Taco Bell has the only morning value menu that offers bacon in some of the items. After all, Americans love choice, and they love bacon too.

Key highlights of the research include:

• 84% of consumers cite their radical preference to spend $1 vs. more than $1; while 16% of respondents surprised everyone in their desire to spend more

• When considering $1 breakfast options, 81% say Americans should be given more choices

• When thinking about $1 breakfast items, 80% say Americans should be given the option to have breakfast with bacon

“We believe firmly in the power of research and strive to deeply understand our customers. We also believe firmly in the power of the painfully obvious,” said Marisa Thalberg, Chief Marketing Officer for Taco Bell Corp. “Our survey results were completely expected: Americans would rather pay less and have more choice. And of course, they love bacon for breakfast.”

Thalberg continued, “While dollar menus disappear across America, Taco Bell is continuing to reinvent breakfast with delicious and unique menu items only Taco Bell can provide, with 10 items for $1 each.”

Taco Bell first shook up morning routines back in 2014 with the introduction of breakfast in restaurants across the country. The new $1 Morning Value Menu contains four brand new items with a twist, including: the Mini Skillet Bowl, a delicious breakfast bowl filled with seasoned breakfast potatoes, fluffy scrambled eggs, warm melty cheese and freshly-prepared Pico de Gallo; Breakfast Soft Taco, a warm flour tortilla filled with fluffy scrambled eggs, your choice of flavorful bacon or sausage, and real cheddar cheese; and the Sausage Flatbread Quesadilla, a pillowy flatbread filled with a three-cheese blend, sausage and fluffy scrambled eggs, grilled to seal in all the flavors.