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<div>To coincide with the release of its new $1 Morning Value Menu, <a href="http://www.tacobellfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=taco-bell-reveals-new-dollar-menu-with-creative-marketing-3920" target="_blank" rel="nofollow" target="_blank">Taco Bell</a> conducted a new study and found that consumers would rather spend less money than more money. The research performed by the brand found that 84 percent of consumer would spend $1 over more than $1. Shockingly, 16 percent of consumers said they would prefer to spend more than $1.</div><div>&nbsp;</div><div>The research was a fun promotion to help promote Taco Bell's Morning Value Menu, which was launched on March 10. The franchise brand has a number of new items on their breakfast menu and Marisa Thalberg, chief marketing officer for Taco Bell Corp., said consumers are ready for the dollar menu to make a comeback.</div><div>&nbsp;</div><div>&#8220;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,&#8221; Thalberg said in a statement. &#8220;Our survey results were completely expected: Americans would rather pay less and have more choice. And of course, they love bacon for breakfast.&#8221;</div><div>&nbsp;</div><div>The cheaper menu comes in the wake of <a href="http://www.aboutmcdonalds.com/mcd/franchising.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=taco-bell-reveals-new-dollar-menu-with-creative-marketing-3920" target="_blank" rel="nofollow" target="_blank">McDonald's</a> phasing out its "Dollar Menu" for the new "McPick 2."</div><div>&nbsp;</div><div><a href="http://www.franchising.com/news/20160310_taco_bellreg_reveals_american_consumers_would_rath.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=taco-bell-reveals-new-dollar-menu-with-creative-marketing-3920" target="_blank" rel="nofollow" target="_blank">Click here to read the full article</a>.&nbsp;</div>

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The brand conducted research to find that people enjoy paying less for food

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