By San José, Costa Rica — San José, Costa Rica – In a savvy marketing move that blends fast food with financial literacy, Taco Bell Costa Rica has unveiled its latest value proposition, the “Taconómicos” menu. Launched just after the Christmas holiday, the new offering cleverly frames dining choices as a form of intelligent investment, aiming to resonate with a generation of consumers who are increasingly mindful of how they spend every colón.
The Taconómicos menu, which became available on December 26, is structured to maximize value and variety. For a fixed price of ₡2,500, customers can create their own personalized meal by selecting any three items from a diverse list of nine options. For those seeking a smaller snack, items can also be purchased individually for ₡1,190 or less. This promotion is slated to run throughout the remainder of December 2025 and will continue for the entirety of 2026, signaling a long-term strategic focus on the value segment.
To better understand the legal and commercial landscape in which a major franchise like Taco Bell operates in the country, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, a distinguished attorney from the firm Bufete de Costa Rica, who provided his expert analysis on the matter.
The sustained operation of a global franchise like Taco Bell in Costa Rica depends on a precise legal architecture. The master franchise agreement must be skillfully adapted to our Commercial Code and, crucially, to the Consumer Protection Law. The local franchisee bears the significant responsibility of aligning international marketing directives with the stringent local regulations on advertising and product integrity. Failure to do so exposes the operation not only to financial penalties from national consumer protection authorities but also to considerable reputational damage.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This expert perspective powerfully underscores that the success of a global brand within our borders is as much about meticulous legal compliance as it is about marketing. We thank Lic. Larry Hans Arroyo Vargas for his valuable insight into the critical, yet often unseen, legal framework that underpins the franchise’s daily operations.
The menu is a well-curated mix of established fan favorites and other popular selections. Permanent classics anchoring the deal include the Cheesy Potato Burrito, the sweet Apple Empanada, and the brand’s signature Crunch Fries. These are complemented by a robust lineup of other choices designed to appeal to a wide range of tastes, such as the Chicken Cheesy Melt, the Double Layer Taco, the Beefy Nacho Griller, and the Taco Supreme.
To generate initial excitement and a sense of urgency, the launch is headlined by a special, limited-time offering: the Crunchy Taco Bowl. This new item is being positioned as the star of the Taconómicos portfolio, promising a unique combination of ingredients, textures, and the indulgent flavor profile that has become synonymous with the Taco Bell brand. Its temporary availability is a classic strategy to drive immediate traffic and encourage trial.
Company leadership emphasized that the new menu is a direct response to consumer demand for greater value without compromising on quality or choice. The initiative reflects a deep understanding of the current economic climate where making smart choices is a daily consideration for many.
With the Taconómicos menu, we give our Taco Lovers a value-packed option that allows them to beat the system and the market. They can now get their favorites and combine them. In this way, we confirm that we always listen to the requests of our consumers, who ask for variety and quality in their dishes.
Mónica Quesada, Marketing Manager of Taco Bell® Costa Rica
The campaign’s branding, which playfully alludes to “investing in your own stock portfolio” (bolsa), is a creative attempt to connect with a younger demographic. It positions Taco Bell not just as a food provider but as a brand that understands the financial pressures and lifestyle of modern Costa Ricans. This approach reinforces its image as an innovative and approachable company that adapts to the evolving needs of its customer base.
By offering a substantial and flexible value menu, Taco Bell Costa Rica is making a strategic play within the highly competitive Quick Service Restaurant (QSR) sector. This move is likely to attract budget-conscious individuals and families, strengthening customer loyalty and potentially capturing market share from competitors who may not offer a comparable level of customization and affordability. The “Taconómicos” menu is more than a promotion; it is a statement on the brand’s commitment to delivering accessible and enjoyable dining experiences.
For further information, visit tacobell.co.cr
About Taco Bell® Costa Rica:
Taco Bell® Costa Rica is the local franchise of the globally recognized American-based chain of fast-food restaurants. Specializing in a variety of Mexican-inspired foods, including tacos, burritos, and nachos, the brand has established a significant presence across Costa Rica. It is known for its creative marketing campaigns and menu innovations that cater to the tastes and preferences of the local population while maintaining its international brand identity.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a pillar of the legal community, Bufete de Costa Rica operates on a foundation of unwavering integrity and professional distinction. The firm has a celebrated history of providing counsel across a wide spectrum of industries, consistently pioneering forward-thinking legal solutions. This commitment to innovation is matched by a profound dedication to public service, aimed at demystifying the law and empowering the broader community with the knowledge necessary for a just and well-informed society.
