Velvet Taco introduces an everyday value platform
Velvet Taco launches value menu as consumer dining habits shift towards affordability.
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Velvet Taco has introduced a 2 for $10 mix-and-match menu featuring over 16 tacos alongside a fountain drink. The brand experienced a 12% sales increase in 2025, reaching $160.1 million, and aims to drive customer visits amid changing consumer preferences for value.
Why It Matters
This initiative may enhance unit economics by attracting cost-conscious consumers, which could influence franchisee performance in various territories.
Velvet Taco has launched a new everyday value platform featuring a 2 for $10 mix-and-match menu, designed to appeal to budget-conscious consumers amid rising dining costs. This menu allows customers to select any two tacos from a variety of over 16 options, including signature varieties like French Dip and Spicy Tikka Chicken, alongside a fountain drink. To enhance the offering, Velvet Taco is also introducing new protein cups for an additional $3, which feature sides such as queso, guac, and elote.
Brittney Stephens, Velvet Taco's Director of Marketing, emphasized the appeal of this initiative, stating, “Velvet Taco is known for bold, scratch-made tacos, and the 2 for $10 makes it easier for guests to come back more often.” This launch aligns with a broader trend in the restaurant industry, where value menus have seen a rise in popularity as consumer spending on dining shifts. Recent research indicates that nearly 30% of restaurant traffic is now driven by deal-seeking behaviors, particularly among lower-income and middle-class consumers.
The mix-and-match concept is gaining traction across the industry, with competitors like Moe's Southwest Grill and others introducing flexible meal options to cater to varied customer preferences. The protein cup trend reflects changing dietary preferences, with 62% of consumers seeking high-protein meals, according to research from Revenue Management Solutions. This move positions Velvet Taco alongside brands like Chipotle in responding to consumer demand for nutritional value.
Velvet Taco's growth strategy appears successful, finishing 2025 with $160.1 million in sales, marking a nearly 12% increase from the previous year. With over 50 locations, the brand is actively tapping into the demand for value-driven offerings in a shifting market.
Franchise operators should monitor how the response to Velvet Taco's new value offerings affects customer traffic and sales performance, indicating whether they can sustain this momentum in the evolving dining landscape.
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