Is New Zealand paying more for Taco Bell?
Kiwis will pay a bit extra for their fix of texmex food from Taco Bell.
The arrival of Restaurant Brands’ new chain was met with enthusiasm on Tuesday, with some superfans lining up overnight to get their hands on a New Zealand’s first Taco Bell taco. Others took to social media to express frustration that New Zealand’s Taco Bell prices were higher than those in the United States.
Burritos sell from $7.99, double tacos from $8.50 (or $12 for a combo), burrito bowls from $8.99, and sharing bowls from $9.99. Taco Bell sells full-strength beer for $7.99 a bottle, and frozen margaritas for $8.99. In the US, you might pay US$1.79 (NZ$2.80) for a double-decker taco, and the chain offers 99c taco promotions.
Marketing expert Ben Goodale said the reality of geography meant New Zealanders were always going to pay more for food.
‘‘If people have been getting excited about Taco Bell coming here and looking at the menu in the States and saying, ‘oh brilliant, we are going to have $1 deals’ and so on, the reality is, [Restaurant Brands] just can’t afford to do that,’’ Goodale said.
‘‘We are a country on the edge of the world, we are a small country and food costs are much higher here.’’
As transport systems became more efficient there would be some savings.
‘‘But even within New Zealand, our transport system is pretty shoddy . . . That impacts things like food costs. Moving stuff around New Zealand is not terribly efficient.’’
Goodale said Taco Bell was still significantly cheaper than the existing Mexican options available in New Zealand.
A Taco Bell spokeswoman said the brand was offering a competitive price point compared to its competitors.
‘‘Our brand has always and will always continue to ensure that we serve craveable, innovative food at a value price point across all markets. We look forward to evolving our menu and offerings as our brand grows across New Zealand,’’ she said.